New Threads Updates: Meta Launches Bonus Program for Creators

Threads, the Twitter/X rival from Meta, is steadily gaining traction in the social media landscape. With over 150 million monthly active users, up from 130 million in February, according to Mark Zuckerberg's announcement during Meta's Q1 2024 earnings call, the platform is establishing itself as a significant player in the industry.

Integration with ActivityPub and API Release Plans

Since the last earnings call, Threads has made notable strides towards integrating with ActivityPub, the decentralized protocol behind networks like Mastodon. In March, the platform allowed U.S.-based users over 18 to connect their accounts to the fediverse, broadening their reach to other servers.

Moreover, Threads is gearing up to release its API to a broader developer base by June. This move will empower developers to craft experiences around the social network, though it remains uncertain whether Threads will support full-fledged third-party clients.

AI Chatbot Launch and Test Features

Last week, Meta introduced its AI chatbot across Facebook, Messenger, WhatsApp, and Instagram. Notably absent from this rollout was Threads, possibly due to its lack of native direct messaging functionality.

Furthermore, Threads recently unveiled a test feature enabling users to auto-archive their posts after a specified period. Users can also individually archive or unarchive posts and adjust their visibility settings.

Continuous Growth and Feature Enhancements

Despite being approximately nine months old, Threads continues to expand its user base steadily. While it may not directly compete with X, as noted by Instagram head Adam Mosseri, who stated that Threads wouldn't amplify news content, it's gaining momentum. Recent reports indicate that Threads now boasts more daily active users in the U.S. than X, according to data from app analytics firm Apptopia.

Meta-owned Threads is now testing a "Recent" filter, enabling users to sort search results based on the most recent posts. This feature, announced by Adam Mosseri, is currently part of a limited test phase, available to a select group of users.

Challenges in Real-Time Engagement

Despite its efforts to emulate X's real-time nature and attract former Twitter users, Threads faces challenges. Meta has deprioritized political speech on the platform and occasionally lags behind in breaking news coverage. However, recent updates, including the introduction of the "Recent" filter, aim to address these shortcomings.

Expanding Search Functionality and Moderation Controls

Threads is exploring ways to improve search functionality, with a recent test allowing users to filter results based on recency. While not strictly chronological, this feature provides a more relevant search experience, particularly for users seeking real-time updates.

Meta is also enhancing moderation controls on Threads. The platform recently introduced the "Hidden Words" feature, automatically muting offensive content from feeds and mentions. Additionally, users can customize these filters and control who can quote their posts, further empowering them to manage their online interactions.

Introduction of Bonus Program for Creators

In a bid to foster creator engagement, Meta has launched a limited-time bonus program for Threads. The program, which commenced testing in March, invites creators to participate based on individualized requirements. Currently available to U.S.-based creators, the program may expand to other regions pending its success

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Eligibility and Guidelines for Bonus Program

Invited creators must maintain a public Threads profile and adhere to Instagram's creator incentive terms and rules. Performance metrics, such as post views and quantity, determine eligibility for bonuses. However, certain criteria, including post content and engagement, must be met to qualify. Threads posts featuring copyrighted material, no text, boosted views, or watermarks from other platforms are ineligible.

Monetization Opportunities and Future Outlook

The bonus program presents an opportunity for creators to monetize their content on Threads, potentially diversifying revenue streams beyond platforms like TikTok and YouTube. Meta may explore additional monetization avenues, such as subscriber-only content and paid federated experiences akin to Medium.

Moreover, Meta's expertise in moderation could enhance safety and personalization on Threads, attracting both creators and users. The company's engagement with the fediverse signals its commitment to open protocols, though the long-term implications for Threads remain uncertain.

Conclusion

Meta's launch of a bonus program for Threads creators signifies its dedication to fostering engagement and growth on the platform. As Threads continues to evolve with new features and enhancements, it aims to carve out its niche in the social media landscape. With a growing user base and ongoing developments, Threads presents a promising platform for creators to connect with audiences and monetize their content.