Hulu launched its first “branded creator Thread” after seeing the app’s rapid growth and recognized it as a moment to capture the “cultural zeitgeist,” according to Brittany Mehciz, Hulu’s VP of social media and influencer partnerships. Hulu will continue to experiment with Threads, Mehciz said.
Threads only launched last Wednesday, but it already has surpassed 100 million sign-ups, Meta CEO Mark Zuckerberg said on Monday. The app is turning into an alternative to Twitter with its text-based, real-time mass messaging.
Brands have been quick to activate their own accounts, but it could take time for the paid advertising to take shape. On Tuesday, Axios reported that Meta, which owns Facebook, Instagram and Threads, was working to integrate paid promotions, which already are available on the rest of Meta’s apps. Paid activity can come in the form of plain ads from brands and brand partnerships that enrich creators.
Also read: How social media managers are navigating Threads
Meta did not respond to a request for comment about Hulu already posting a paid sponsorship.
Influential worked on the deal with Rose, who posted, “which Futurama character are you?” with an image of the cult-favorite cartoon that is coming back after years in cancellation. Hulu tapped Rose because he is a “lifelong” Futurama fan, Mehciz said.
Rose’s post generated 131 replies and 709 likes as of writing. He has 79,000 followers on Threads and 731,000 followers on Instagram. The “Futurama” post indicated that it was paid by using the hashtag “HuluPartner.” The Threads post was tacked on as an extension of a deal Rose had with Hulu to post on Instagram Stories, which is the ephemeral video format on Instagram.
Creator monetization is an important component of any social media platform. Creators are the celebrities, micro-influencers, content-makers and otherwise most active members of any app. If creators can make money from their social efforts, they post more and keep viewers interested. Brands are cautious about creator marketing, however, trying to vet the stars to align with their products and service. Brands also worry about the social media platforms and the context in which their paid promotions appear.