Social platforms need buy-in from content creators to draw big audiences, but Meta’s Threads is struggling to win them over.
. Meta knows better than most how influential creators can be, but has failed to convince many to embrace its newest social network Threads, which launched a year ago Friday.
Threads’ lack of a distinct identity could be seen in a report Meta issued this week outlining the most popular tags on the platform in its first year. More than 50 million Tags have been created since the platform’s inception, but the five most popular were related to generic lifestyle topics: photography, books, gym workouts, art and TTPD, the tag for discussing Taylor Swift’s Tortured Poets Department album.
“I use Threads like a journal. I just put my thoughts there,” said V Spehar, a news content creator with 3.1 million followers on TikTok and 110,000 on Threads. “Everything on TikTok has to have intention, and it’s going to be taken seriously. Threads is low stakes. I can just say whatever I want and have fun.”Some creators do take Threads seriously — and Meta is trying to incentivize more into doing so.
“We’re still testing a new bonus program that rewards creators for their creativity on Threads,” a Meta spokesperson said. “This small, invite-only program will run for a limited time, and creators invited to participate can find their individualized requirements for receiving their bonus when onboarding to the program.”
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