In a strategic move to energize content creators and enhance active user engagement, Elon Musk’s X has introduced a substantial $1 million bounty program. This initiative comes in the wake of Threads announcing an increase in its monthly active users, which has reportedly surpassed those of X for the first time.
The announcement, disseminated via X’s official Creators account, arrives at a pivotal moment for the social media platform as it endeavors to reclaim its position as a leading hub for real-time discussions and breaking news.
Recent reports indicate that Threads is experiencing stronger user engagement, particularly within younger demographics, according to Cryptopolitan.
X's Million-Dollar Play for Creator Loyalty
X, formerly known as Twitter, officially announced its $1 million bounty program through a post on its X Creators account. The platform stated, "We’re trying something new: we’re giving $1 million to the Top Article of the next payout period."
This program is designed to recognize and reward creators whose content significantly shapes conversations on the platform. However, in light of increasing competition from Threads, the bounty is widely interpreted as a tactic to attract more content creators and strengthen X's position in the competitive creator economy.
The bounty specifically targets creators who produce long-form content and is currently restricted to users within the United States. Notably, the United States is one of the regions where X currently performs better than Threads, although its user numbers have declined from previous peaks.
In its announcement, X specified that submitted content must be original work and at least 1,000 words in length. This is not the first attempt by X to leverage financial incentives to address platform challenges. The platform previously introduced a monetization feature that allows creators with substantial verified followings and high post impressions to share in advertising revenue.
While X has not officially acknowledged a direct user engagement competition with Threads, the timing of the bounty program strongly suggests a strategic response.
Threads has been actively refining its algorithm to deliver a more polished user experience, which has contributed to its rise in active users, surpassing X’s figures. Furthermore, the Meta-owned platform benefits from seamless integration with Instagram, facilitating the migration of creators and their audiences.
The Bigger Picture: Beyond Features and Monetization
X’s introduction of a bounty program raises significant questions about creator retention. There is a growing trend among creators to diversify their presence across multiple platforms, despite X’s continued cultural relevance.
A considerable number of creators are now simultaneously publishing content on X, Threads, and other social media platforms.
The competition between these social media giants extends beyond mere features or monetization strategies, encompassing the overall user experience. Threads is positioning itself as a less toxic alternative to X, emphasizing improved content moderation policies that resonate positively with users.
Elon Musk’s X promotes itself as a free-speech platform. While this appeals to some, it also alienates others, potentially impacting brand perception and user base growth.