Meta is taking away content creator's lunch on Threads
Dropping bonuses without a clear replacement feels like a gamble.
If you’re a creator on Threads, hoping to cash in on viral posts, you’re out of luck. Meta quietly ended its Threads bonus program, which paid some creators $500 to $5,000 a month for hitting post and view goals, according to recent reports. No explanation from Meta, and the Instagram support page for creator incentives now skips any mention of the Threads Bonus Program.
Threads exploded after its 2023 launch, hitting 350 million monthly active users by Q1 2025, up from 275 million in Q4 2024 and 200 million in Q3 2024, according to Meta’s earnings calls. That’s a 75% jump in a year, with 115 million daily users by June 2025.
Meta seems to see this growth as proof that Threads has enough organic pull and believes Threads has enough momentum to grow without direct payouts. And to be fair, user growth has been explosive.
Henry Chikwem
But creators aren’t just looking for traffic; they want platforms that offer real returns. TikTok, Snapchat, or YouTube, and even X (formerly Twitter) all pay creators in clear, measurable ways. Meta tried to compete with its own bonus program, but now it’s pivoting to softer incentives: analytics tools, profile links, and vague promises of more visibility. Without clear rewards, though, creators might ditch Threads for greener pastures.
These updates may help some creators refine their content, but they won’t replace real income. Losing those monthly payments hurts creators who relied on them, especially when Threads’ algorithm feels like a guessing game. For many, the monthly bonuses weren’t just a perk; they were motivation. With Threads’ algorithm still murky and unpredictable, losing that incentive makes the platform harder to justify, especially when others offer clearer paths to growth and revenue.
Emmanuel Oyedeji
Meta has made no secret of its ambitions for Threads. CEO Mark Zuckerberg has talked about hitting a billion users. But if Meta wants creators to help drive that growth, it needs to give them more than engagement charts. Right now, it’s asking creators to stick around for tools and “reach,” while cutting the one thing that gave Threads financial appeal.
Without a stronger plan, Meta risks alienating the same people who made Threads interesting in the first place. Dropping bonuses without a clear replacement feels like a gamble.
