After months of speculation that it was working on a direct competitor to Twitter, Meta silently launched Threads on July 6, 2023. And in less than a week, Threads had exploded to over 100 million users — and that’s without any advertising on other Meta platforms like Facebook or Instagram. Threads has clearly made a big splash, but key questions remain: Will it last? And what should brands be doing on it in the meantime?
First up, a little perspective: big platforms make big moves. Google+ launched with the entire backing of the search giant and got up to 200 million users, but we all know how that ended. Companies don’t determine the success of a platform — users do. Threads may be popular right now, but it’s just too early to say if it will be a lasting success. There are no guarantees when dealing with the collective attention span of the internet.
So in the meantime, we’re recommending brands do the same thing everyone else is doing on Threads: play around with it. That means posting on the platform, sure, but also studying it. Pay attention to the posts and profiles getting the most attention. Look at what your competitors are doing. Check out what kind of content your audience is responding to. When a platform is this young and evolving, there’s no reason to wait around while you build the perfect strategy. Just jump in.
