Meta’s Threads app quickly reaches over 30M users

Yes, it’s a replica of Twitter, and yes, it’s piggybacking off of Instagram to construct its user base. But whatever the framing, Meta’s recent Threads app remains to be heading in the right direction to turn into the fastest-growing app of all time, with over 30 million users now energetic on the platform and reports suggesting the tally could possibly be upwards of 48 million. Ad Age spotted brands like Dunkin, Sephora, American Eagle and Pepsi on Threads soon after it launched. Smaller brands are also testing the waters, with Olipop, Three Wishes, Magic Spoon and theSkimm, amongst others, have joined, in response to information shared with Markting Dive by Jennifer Bett Communications.

As shared by Meta CEO Mark Zuckerberg (and yes, that may be a Threads embed), Threads is rapidly adding users, as people flock to the app to order their profile, take a look at the discussion, get a way of whether it’s well worth the effort, etc.

That puts Threads well on pace to usurp the present ‘fastest-growing app’ title holder in ChatGPT, which reached 100 million users in only two months earlier this yr.

A greater comparison, nonetheless, would probably be Meta’s own Messenger app, which grew quickly after Facebook began prompting users to download the separate app with a purpose to maintain their message threads. Messenger did grow quickly after Meta initiated this push, adding around 300 million more users within the proceeding 6 months, however the independent Messenger app had actually been available for several years before Meta began forcing users to download it.

Which makes it ineligible for this moniker – which suggests that Threads, which is heading in the right direction to achieve 50 million users by the weekend, will likely take the crown, probably sometime next week.

That’ll little doubt raise the hackles of Twitter CEO Elon Musk who’s been suspiciously quiet in regards to the Twitter clone getting a lot early attention. Musk’s supporters have been critical of Threads’ data gathering processes, and its apparent censorship of users, even in its early stages, while recent Twitter CEO Linda Yaccarino has defended the unique-ness of Twitter’s approach.

And after all, it’s far too early to say whether Threads will turn into a real rival for Twitter, especially given its functional limitations at this stage. But it does appear to be it’s well in with a shot – and again, Instagram, which Meta is using as a onboarding ramp for Threads, has over a billion day by day energetic users, versus Twitter’s 250 million.

That’s plenty of potential trending discussion that you would be missing out on by not downloading the app.

Which can even attract ad buyers, boosting Meta’s revenue potential, and shrinking Twitter’s own market. Add to this the concerns about brand safety, the present rate limits issue, forcing users and types towards paying for the app – there’s quite a bit that Threads could win out on, by evolving on its current course.

And Zuckerberg hasn’t held back in sending barbs Musk’s way:

“It’ll take a while, but I believe there ought to be a public conversations app with 1bn+ people on it. Twitter has had the chance to do that but hasn’t nailed it. Hopefully we are going to”

So is it well worth the effort? Should brands be getting on Threads immediately, and searching for to construct a presence in yet one more recent app?

Look, of the entire Twitter alternatives to this point, Threads is clearly the very best, by way of functionality, infrastructure, audience, etc. And that’s after only a day – and while there are still plenty of elements that should be developed (which Meta shall be working time beyond regulation to repair), it does feel like an actual shift, more so than Mastodon, or another app.

As such, establishing a presence, as a minimum, ought to be in your to-do list, while checking in on what’s happening in app can even likely be price your time.