In just five days, it grew to more than 100 million users, beating out chatGPT and TikTok which both previously held the record.
Even more importantly, Threads has succeeded in nabbing a key demographic many of its predecessors haven’t: brands. Threads has been an all-out brandsAnd as much as that’s made for cringey, milquetoast content on the app, it’s very, very good for Meta. For now, brands are getting the kind of organic engagement most social media managers only dream about. As Website Plant recently pointed out in a report, big brands are attracting significantly more engagement on Threads, compared with Twitter.
According to the report, 87% of brands got more likes on Threads posts than on Twitter. “The vast majority of the posts we went through generated significantly higher engagement on the new platform — no matter if the content itself was the same as on Twitter,” the companyAgain, these are early stats. It’s entirely possible that users on Threads are engaging more with brands simply because that what was shoved into their feeds, not because Meta somehow made the content more appealing.
Zuckerberg has said the company won’t introduce ads to Threads until there’s a “clear path to 1 billion people” on the app. But that doesn’t mean Threads will be ad-free for long. According to, the company has already begun to work on branded content tools for the service, and “is working to quickly make them available.” It should come as no surprise, then, that Wall Street analysts are also enthused about Threads’ prospects.
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