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{"id":1615,"date":"2023-08-08T10:50:00","date_gmt":"2023-08-08T10:50:00","guid":{"rendered":"https:\/\/cherylroll.com\/threads-meta-faq-marketers-429274\/"},"modified":"2023-08-08T10:50:00","modified_gmt":"2023-08-08T10:50:00","slug":"threads-meta-faq-marketers-429274","status":"publish","type":"post","link":"https:\/\/cherylroll.com\/threads-meta-faq-marketers-429274\/","title":{"rendered":"Threads FAQ: Everything marketers need to know"},"content":{"rendered":"

Threads has become the fastest-growing social media platform in history since its launch on July 5, 2023.<\/p>\n

Within the first hour alone, it received a whopping five million sign ups – just three months after Meta confirmed it was working on an alternative to Twitter<\/a>.<\/p>\n

Unfortunately for Meta CEO, Mark Zuckerberg, the app is facing retention challenges with its daily active users count plummeting by 82% as of July 31.<\/p>\n

But is it game over for Threads already? Or is the retention issue just a bump in the road? Here’s everything you need to know…<\/p>\n

What is Threads?<\/h2>\n
Threads is a new social networking app, operated by Mark Zuckerberg’s Meta Platforms, which is closely integrated with instagram and currently only available on iOS or Android devices. Meta has described Threads as “Instagram’s text-based conversation app”. <\/p>\n
It gives its users the opportunity to post updates, share text, images, videos, and interact with other users’ posts via likes, reposts and replies. On the app store, Threads is described as:<\/p>\n
\n
“[A place] where communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow.” <\/li>\n
“Whatever it is you’re interested in, you can follow and connect directly with your favorite creators and others who love the same things – or build a loyal following of your own to share your ideas, opinions and creativity with the world.”<\/li>\n<\/ul>\n
Although the app is very similar to Twitter in several ways, Zuckerberg has stressed that one of the key differences is the focus on “kindness” and being “friendly”. He wrote on his Threads account: <\/p>\n
\n
“The goal is to keep it friendly as it expands. I think it’s possible and will ultimately be the key to its success.”<\/li>\n
“That’s one reason why Twitter never succeeded as much as I think it should have, and we want to do it differently.”<\/li>\n
“We are definitely focusing on kindness and making this a friendly place.”<\/li>\n<\/ul>\n
It’s worth noting that Threads is very closely integrated with Instagram. So much so, users can’t sign up to Threads without an Instagram account.<\/p>\n
How many people have joined Threads?<\/h2>\n
More than 120 million people have signed up for Threads since its launch, however, growth has since slowed by as much as 90%.<\/p>\n
In its first 102 hours, 100 million people subscribed to Threads. To give some context into how significant this number is, when Instagram launched back in 2010 as an independent platform, it took a week to just reach 100,000.<\/p>\n
Taking to his own Threads account to comment on the success of the launch, Zuckerberg commented at the time:<\/p>\n
\n
“Threads reached 100 million sign ups over the weekend.”
“That’s mostly organic demand and we haven’t even turned on many promotions yet.”<\/li>\n
“Can’t believe it’s only been five days!”<\/li>\n<\/ul>\n
However, in the 28 day after hitting 100 million signs up, only an additional 20 million people joined the app. <\/p>\n
The daily active user count is still continuing to drop at around 1% per day.<\/p>\n
How many active users does Threads have?<\/h2>\n
Threads now only has eight million people using the app each day. This is the lowest it’s been since the daily active user count peaked the day after it launched at approximately 44 million.<\/p>\n
When the app launched, users opened Threads 14 times on average and spent around 19 minutes scrolling. But by the end of July, those statistics drastically dropped. Threads’ daily average time spent <\/p>\n
On its launch day, Threads users opened the app an average of 14 times and spent an average of 19 minutes scrolling through it, the company reported. By the end of the month, however, those figures had fallen sharply. As of August 1, daily average time spent plummeted by 85% to just 2.9 minutes a day. In addition, sessions have fallen by 81% to 2.6.<\/p>\n
How is Threads addressing its retention problem?<\/h2>\n
Zuckerberg acknowledged there was a retention issue but remained optimistic during the company’s Q2 2023 earnings call in July. He said:<\/p>\n
\n
“We saw unprecedented growth out of the gate and more importantly we’re seeing more people coming back daily than I’d expected.”<\/li>\n
“And now, we’re focused on retention and improving the basics. And then after that, we’ll focus on growing the community to the scale we think is possible.”<\/li>\n<\/ul>\n
Threads is now taking action to combat the issue by rolling out new features to improve engagement. This includes:<\/p>\n
\n
Enabling users to see what posts they’ve liked<\/li>\n
Allowing users to upload high-quality images and videos<\/li>\n
Organise follower lists using ‘latest first’ or ‘earliest first’ filters<\/li>\n<\/ul>\n
Zuckerberg has announced the new features on his Threads account, and confirmed that they will be rolled out in the next few weeks.<\/p>\n
What brands have signed up to Threads so far?<\/h2>\n
Notable brands that have been using Threads so far include:<\/p>\n
\n
Nike<\/li>\n
Ultra Beauty<\/li>\n
Wendy’s <\/li>\n
Urban Skin RX<\/li>\n
Netflix<\/li>\n
Spotify<\/li>\n
Calvin Klein<\/li>\n
Kith<\/li>\n
Allbirds<\/li>\n
Shein<\/li>\n
Uniqlo<\/li>\n
Target<\/li>\n
Nissan<\/li>\n<\/ul>\n
Nine of the top ten retailers, including Walmart and Kroger, have signed up to Threads, according to the National Retail Federation. The only chain not to so far is Costco.<\/p>\n<\/p>\n
Which celebrities have signed up to Threads?<\/h2>\n
A number of famous faces have signed up to Threads including Oprah, Jennifer Lopez, Kim Kardashian, Shakira and Sarah Jessica Parker.<\/p>\n
Sex And The City star Parker announced she had joined Threads on her Instagram account. She wrote:<\/p>\n
\n
“I am giddy with the hope that @threadsapp will be a new opportunity to continue to share book titles, images of my day in NYC and elsewhere, support for our libraries, a divinely cooked thin cut pork chop on the bone or anything else I think deserving of your time.<\/li>\n
“I hope that @threadsapp might prove to be a platform where folks are kind, thoughtful, don’t feel encouraged to be mean, aggressive or hostile… this could be a new day.”<\/li>\n<\/ul>\n
Does Threads have ads?<\/h2>\n
Marketers don’t currently have the option to purchase ad space on Threads, however, advertising is inevitable and is likely set to become a significant player in Threads’ overall revenue. <\/p>\n
In fact, a source told Axios<\/a> that the Instagram team are already working on making their branded content tools available in the not too distant future, with ads expected to be introduced when Threads reaches a critical mass. Until then, marketers are advised to clearly disclose paid partnerships by using hashtags or text.<\/p>\n
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