Since Elon Musk’s takeover of X (formerly Twitter), significant changes have altered the landscape of the platform, leading many users to seek alternatives.
Elon Musk acquired X in 2022, and his takeover of the app has seen loyal users become disappointed and dissatisfied with a rise in bot content, removal of filters that previously banned and filtered hate speech, and algorithms that inaccurately reflect users' interests.
Recognizing X user's dissatisfaction, Meta's text-based app Threads launched in July 2023 to provide social media users with an alternative choice of micro-blogging social commentary app.
Threads gained 100 million active users in Q3 2023, but Q3 2024 saw the app gain the most users in any period since its launch. With the app recently hitting an impressive milestone of 275 million monthly active users, can this growth be attributed to Meta’s cross-promotion on Instagram and strategic international expansion?
Meta’s decision to promote Threads heavily across its established platforms like Instagram and Facebook has been instrumental in its growth – hooking social media scrollers in with snippets from friends, family, and the creators they’re following.
By giving creators and influencers incentives to use Threads, such as cash bonuses up to $5,000 for popular posts, Meta is working to create a unique appeal within the crowded social media space. In addition to US-based growth, international markets have shown a strong adoption of Threads, expanding its global presence significantly.
Unlike X, where Elon Musk frequently pushes political narratives and controversial content, Threads has leaned away from politically charged discussions. This strategic choice keeps Threads clear of the controversies that often arise during election cycles and instead promotes a more “relatable” and less polarized environment.
Creators on Threads are encouraged to focus on engaging content that feels authentic, such as lifestyle moments or niche topics like photography and astrology – similar to what they would post on Instagram, TikTok, or YouTube.
Threads is establishing itself as a viable platform for brands and influencers to have an opportunity to connect with an audience eager for fresh, less-politicized content. Here’s how they can benefit from the app’s growth:
Threads is closely integrated with Instagram, allowing users' Threads posts to appear as snippets in the feeds of their followers on both Instagram and Facebook. This cross-platform exposure offers influencers and brands an opportunity to increase visibility. Brands can seamlessly integrate Threads content within their Instagram strategies, reaching loyal followers across both platforms.
Brands looking to avoid the unpredictability of X’s current, controversial landscape can find value in Threads’ more laid-back approach. For brands prioritizing a “safe space” away from divisive content, Threads provides this. Influencers, especially those in lifestyle, wellness, and art spaces, can share posts without concern over how political chat or discriminatory hate speech might affect user engagement.
Threads has encouraged creators to engage not just by posting but by replying to posts – promoting conversation and connection over content generation. Brands can explore this by initiating conversations with their audiences, tapping into the growing preference for interactive, community-driven engagement rather than one-sided posting. This strategy aligns well with building brand loyalty.
Although Meta hasn’t fully integrated advertising on Threads, it is likely in the pipeline, especially given Meta’s heavy reliance on ad revenue. Brands will have the chance to deliver ads within the Threads feed, much as they do on Facebook and Instagram. The seamless and familiar user experience Meta has established across its platforms could make Threads a prime spot for ads that feel native and integrated.
We took a dive into the world of influencer partnerships on Threads last year with our long-standing client, Surfshark. We partnered with 10 creators to post about Surfshark VPN on Threads – leaning into comedy and lifestyle verticals aligned with the app’s lighthearted positioning. This is a great example of how brand and influencer partnerships can look on the platform.
While X still maintains cultural significance, especially for news and political discourse, Threads is carving out a unique space where users and creators can focus on more relatable, everyday content. As Threads matures, it holds the potential to provide brands and influencers with a powerful platform for fostering authentic connections and accessing a growing audience seeking new digital communities.
