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To Thread or Not To Thread

Jul 27, 2023

On July 6th Meta launched its latest app, Threads, a direct competitor to Twitter. Within Threads’ first five days, the platform gained over 100 million sign ups and became the fastest-growing app in history (move over TikTok)!

While Meta may have successfully persuaded users to join Threads initially, there is no guarantee that they will remain engaged. Despite Threads experiencing an impressive launch, the number of daily active users has significantly declined since its inception. According to a recent report from digital marketing company SimilarWeb, the user base has dwindled from 49 million to 23.6 million in just seven days.

So, the question on every marketeer’s mind, should Threads be a part of our social strategies?

Engagement for Businesses

Customers cherish the opportunity to express their thoughts and feel valued when their opinions are heard. With social media bridging the gap between audiences and brands, it becomes essential to establish a platform for open communication with customers, fostering a meaningful two-way relationship. Threads serves as an excellent avenue for brands to cultivate a genuine connection with consumers, enabling them to engage with their audience precisely where they are present. As brands venture into uncharted territory on Threads, they are discovering a less toxic environment compared to Twitter. 

Due to the platforms’ similarities, numerous brands have chosen to copy and paste some of their posts on both Twitter and Threads. Despite this, they are witnessing distinctly different outcomes and conversations on each platform.

While some may believe it’s premature to completely abandon Twitter, they acknowledge the emergence of Threads as a highly advantageous development for the social media ecosystem. Adam Clyne, founder and chief executive of Coolr, a social media and influencer marketing agency, expresses this sentiment, stating that “There has been so much negative conversation around Twitter for the last 12 months and finally brands have a real and credible alternative to work with in Meta’s Threads”. It is no coincidence that the negativity increased since Elon Musk’s take over in 2022.


According to Richard Hanna, a professor specialising in social-media strategy and digital marketing, “It’s clear by the drop-off that people are seeing they can’t do as much (on Threads), and there are certain things that they want to be able to do that perhaps they can do on other apps (Twitter)”. For example, the absence of features like topic-based search and trending ideas might be hindering its ability to maintain user engagement. 

Despite the increase in signups, the app’s future remains uncertain, and only time will reveal its fate in the social media landscape. Stay tuned!