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What Marketers Need to Know About Threads: A Gen-Z Take

Hannah Wilson Headshot



If you’re an avid Twitter (or X) user, Meta’s latest development, Threads, might look familiar. The apps are so similar in design and function that many have deemed Threads the “Twitter-killer.” In less than a week, the app boasts a user base of more than 100 million and is available in over 100 countries. After the acquisition of Twitter by billionaire Elon Musk, the app experienced a decrease in popularity and revenue. This presented Meta CEO Mark Zuckerberg with the perfect opportunity to launch his competitive version of the concept. Although advertising isn’t an option as of now, Threads offers a whole new world of possibilities for marketers. While some tools for the app are expected to launch, Threads has already become the Internet’s next big thing that everyone is buzzing about. We’ve narrowed it down to four noteworthy features marketers should be aware of when entering the world of Threads.


1. Threads is the fastest-growing social media app of all time.

Following its official launch to the public on July 5th, Threads undoubtedly made an impact on social media users. The app quickly surpassed Chat GPT as the fastest-growing app in history. After just one day, 70 million people had already created accounts. Threads currently sits at #1 for most downloaded app on the Apple App Store and Google Play. The app’s familiar concept and straightforward signup process make joining easy – especially for existing Instagram users. While new social media apps pop up every day, when something makes this big of a splash, you need to pay attention.


2. Your audience is more or less ready-made.

Login to the Threads app with your existing Instagram credentials, specify a few settings for your new account, and there you have it! You’re a Threads user; it’s as simple as that. Your Threads account can also not be deleted without deleting the connected Instagram. This aspect of the app increases the likelihood of new users keeping their accounts down the line – whether they are using them or not. Once signed up, users have the option to follow everyone they already do on Instagram with the click of a button. These direct links between the two apps make possible a streamlined process for transferring your brand’s existing community to an entirely new platform. Users can also share direct links to their Threads posts through Instagram stories. The connection to an app as influential and widely used as Instagram makes establishing a brand presence on Threads essential this early in the game.


“Our vision with Threads is to take what Instagram does best and expand that to text, creating a positive and creative space to express your ideas. Just like on Instagram, with Threads you can follow and connect with friends and creators who share your interests – including the people you follow on Instagram and beyond.”
- Mark Zuckerberg

3. You might as well hop on the bandwagon… everyone else is.

We’ve experienced apps like TikTok grow in popularity overnight. A celebrity can be on top of the world one morning and by the time lunch rolls around, they’re “canceled.” The Internet is a universe of its own – constantly changing and evolving. As marketers to this ever-changing audience, we must evolve with them. The immediate attention Threads saw after launching was like nothing seen before. Within days of the platform going live, many household names were involved with the app. Public figures such as Kim Kardashian, Paris Hilton, and Oprah joined in on the fun within week one as well. The presence of distinguished names on the app offers even more incentive for brands to join and countless opportunities for influencer partnerships and promotion on this rapidly growing app. Not only are celebrities and leaders hopping on the platform – leading brands like Walmart, Nike, Reese’s, and Calvin Klein have already created accounts. As marketers, it’s critical to stay informed and ahead of trends. Creating a Threads marketing strategy is important for brands that wish to attract – and keep – the attention of a broader, younger audience. The app’s text-based format opens new doors in terms of creativity and advertising style.

4. What can marketers expect in terms of in-app tools?

Although advertising within the Threads app is not a reality just yet, we believe this feature is just around the corner. Preexisting Meta platforms, Instagram and Facebook, offer ad tools that make so much possible within the app. These features include information on an account’s audience demographics, optimal times to post, and options to boost sponsored content. Threads implied that they expect to introduce similar features within the new app. This presents opportunities for partnerships and sponsored content on an entirely new kind of platform.


This is just the beginning of Threads…

While the new platform has skyrocketed in popularity in a matter of weeks, no one knows what is next for Threads. Twitter has responded by scratching its well-known bird logo and original name of Twitter and calling their updated version “X”. Does the launch of Threads signify Twitter’s (now X’s) funeral? Will this new platform be a hub for conversations and debates across audiences? The app could be just another fad or continue to rise in popularity. So far, all signs point toward the latter. Regardless, Zuckerberg has made it clear that this version of Threads is one that will evolve and grow based on user feedback. He continues to share his optimism and ideas for the platform publicly and even posts Threads asking what the people want to see. If the app continues to grow in success, Threads could be the future of text-formatted marketing.