Threads is the latest platform to sweep the social media landscape, and perhaps the most poignant to do so since TikTok. Powered by Instagram, in turn owned by Meta, the platform clocked 10 million users in the first seven hours, 30 million within a day, and 100 million as its first week closed.
Just how powerful is Meta’s Threads app, and will it have an impact on the wider social media landscape? Let’s find out.
What is Meta’s Threads app?
Threads is a spin-off app from Instagram that focuses on conversations, rather than visual content. Its concept shares similarities with that of Twitter, and much like Twitter, Threads features short text posts that users can like, share and reply to.
Think of Threads as a compliment to Instagram, with more of a focus on textual content, thought sharing, and a place for discussion.
“For those of you trying to think about what to post here on Threads vs Instagram, my take is it’s less about text versus photos and more about what public conversations you want to have. Do you want to engage in more of a back and forth, Threads makes sense. If not, great, probably Instagram.” reads a Thread from Instagram CEO, Adam Mosseri.
While image and video content is still supported on the platform, the key is to generate or participate in public discussions.
What’s been happening on Threads?
The Threads app amassed 10 million users within its first seven hours, and as the first week draws to a close, over 100 million people have signed up to the platform. With this growth rate in mind, Threads is the fastest growing app EVER, surpassing ChatGPT (two months) as the quickest to reach the 100 million user milestone.
As far as the most followed accounts go, big on Instagram means big on Threads. Among the top followed profiles are some familiar faces, Kim Kardashian, Kylie Jenner, MrBeast, and Selena Gomez.
So far, over 95 million Threads have been… Threaded? And users have dropped approximately 190 million likes across these posts.
It probably comes as no surprise that MrBeast holds the record for the most engaged Thread so far. The “most followed YouTube creator” dropped a Thread promising to give a Tesla to a random follower, to which nearly 140,000 people responded.
With no social strategy in place, social media managers have scrambled to get something onto the feed, and what better content to steady the ship than memes.
How brands might approach Threads
Brands are traditionally quite nervous of new social media platforms (some brands are STILL yet to experiment with TikTok…). Well, with Threads it’s a different story. Within minutes of the app’s launch, many brands were already jumping on the platform and sending out their first Thread.
Threads provides a new avenue for content creation, and with that comes the potential for new forms of paid advertising. Though brands may have to wait for paid ads to land on Threads, which may come when the platform hits one billion users, the current growth rate suggests that could be sooner than anticipated.
Brands integrating with the Threads app could see new opportunities for influencer and creator partnerships. Threads is likely to breed its own class of creator, adding further arsenal to brands fluent in the influencer marketing space.
Threads is designed primarily for reactive, and fast paced posts. This means brands could create a two-way conversation between brands and consumers, which may be a new method for increased reach and engagement.
Threads is still in transition, and its narrative has not yet been defined.What we’ve seen so far, is brands jumping on the platform, attempting to define what type of content resonates best with a Threads audience.
Brands are already active on Threads
As mentioned, historically brands tend to tread carefully when a new platform arrives, but it took all but five minutes for brands to start Threading. Here are five of our favorite Threads brand accounts… so far:
- Netflix
The streaming site was all of us in those first few hours on Threads. Netflix has adopted the same personable and relatable strategy that we’re used to seeing across its Twitter, Instagram and other social channels.
- Wendy’s
Wendy’s, witty as ever. The fast food chain excels at the two-way conversation social game. We’re already seeing that carry over onto Threads.
- Aldi
The UK supermarket chain has found yet another channel to cause a stir. Not the news that Marks and Spencer fans were hoping to hear.
- NYX Cosmetics
NYX is a digital-first beauty brand, and with that a willingness to experiment with new social platforms. Along with Instagram, TikTok, Twitter, YouTube, and Twitch, NYX Cosmetics has arrived to mix up the beauty space on Threads. Check out our recent blog to see how NYX Cosmetics successfully approached Pride 2023.
- Vans
A platform named Threads seems like the perfect opportunity for fashion brands to post something clever. Well done, Vans.
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So, what are the key takeaways from the first week on Threads?
- Threads is a spin-off from Instagram, so if you’re big on there, you can assume that following will carry over to Threads
- Threads is the fastest growing app EVER, hitting over a 100 million users within a week of its launch
- Currently, Threads does not have monetization options or the capacity to run paid media. It is expected to arrive once the platform hits 1 billion users.
- Memes, banter and two-way conversations are the main content drivers at this stage
- We are ALL in the same boat, trying to find our feet and come up with a content strategy that is suited to Threads
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