The ‘Threads’ Phenom: What We Know & What We’re Watching

Threads rocketed to 100 million users in just five days since its launch by Meta on July 6. That was much faster than the two months it took OpenAI-owned ChatGPT to hit that mark after its debut in January.  Threads can now claim status as the fastest-growing consumer application ever.

As a user and marketer, you might be curious about the app and what it could mean for your or your clients’ brands. Some of us are even more intrigued because of the ongoing spat and schoolyard-type challenges between Twitter’s Elon Musk and Meta’s Mark Zuckerberg.

Here, we’ll try to ‘thread the needle’ with what we know:

Threads was launched as Meta’s conversation-based alternative to Twitter. Instagram CEO Adam Mosseri says that Threads is for users looking for a “less angry place for conversations.” Brands will like that.

Users can only sign up from their Instagram account, which gives Threads a leg up on adoption considering there are more than 1.6 billion Instagram users worldwide.

Threads users can post text updates up to 500 characters and include links, photos and videos, and can interact with each other via the typical likes, replies and reposts.  

During recent meetings between Meta and ad agencies and brands, Meta emphasized the control brands and users will have in Threads, applying the same community guidelines as Instagram. That’s great news for advertisers and users, as brand safety and community standards are one of the main concerns about Twitter.

But what about advertising opportunities? While Threads may not have a formal ads program yet, it is certainly coming. The platform will be a far easier one to move ad budgets to because Meta/Instagram is a platform where brands already have commercial advertising relationships. Axios reports that Meta is working to integrate paid sponsorships or promotions which already are available on the Meta Instagram and Facebook apps.

If you need a digital media partner WHO LISTENS to your challenges and can weigh the emerging opportunities in digital media, reach out to the team at Brkthru. We’ll stay up to date on what’s happening with Threads as we do with all digital media.