New social media platform Threads launched last week, introduced as “Instagram’s text-based conversation app”. With a lot of similarities to Twitter, Threads comes at a strategic time for Meta; with Twitter’s monthly users on the decrease, this gives Threads a great opportunity to tap into the more text-focused environment.  To create a Thread’s account, it has to be linked to a current Instagram account. Threads has already signed up more than 100 million users according to data platform Quiver Quantitative.

So how will this impact the advertising landscape? Although advertising is not yet possible on the platform, with the success of Meta advertising through Facebook and Instagram, it only makes sense that Meta will move to monetise Threads in the future. And with a large proportion of advertisers moving off Twitter, it provides a great opportunity for Threads to capitalise on.  We’ll report further as we find out more about the platform.

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