Threads entered the social media landscape this year threatening to knock Twitter off its perch – but is it succeeding? And should it be added to your business’ social media strategy?
Here, Prominent’s Account Executive Olena Vasylevska looks at the launch of Threads and the impact it has had on the world of social media.
Threads and Twitter – now officially known as X – are both text-based microblogging social media platforms where users can send and read short messages called “tweets” or “threads.”
Threads was launched in July this year by Meta – the owners of Facebook and Instagram – offering a similar service to the long-established Twitter that is linked to a user’s Instagram account.
The app looks to emphasise personal connections, while Twitter has long been a place for people, politicians, businesses and influencers to all interact with one another on a wide range of topics.
Taking on an app with more than 100 million active daily users was always going to be a challenge – but Elon Musk could be cautious, with a lawyer threatening legal action against Meta, accusing them of stealing Twitter’s trade secrets.
Let’s have a look at official statistics that will help us to understand the situation more.
Threads took the social media world by storm upon its release, reaching more than 100 million users faster than any app ever created.
At its peak, the number of active daily Android users – 49 million – made up more than a third of Twitter’s audience. But its rise has, for now, turned into a fall.
By July 23, the number of daily active users has dropped to 12.6 million, or around 12% of Twitter’s audience.
Users spend only about 4 minutes per day on the Threads app. In contrast, Twitter users spend an average of 31 minutes per day on the platform.
But that doesn’t mean Threads has already met its demise. New features are continually being added to the app, led by user feedback, which are enhancing user experience and offering greater control over content.
Twitter, on the other hand, has rebranded to X in a bold move towards Elon Musk’s ambitions to create an “everything app”. The move hasn’t gone down well, with the number of downloads dropping significantly.
Likewise, replacing TweetDeck with “Xpro” and making it available to paying subscribers only, will have a big impact on marketers.
Both Threads and Twitter might evolve to incorporate elements from each other’s strengths.
Threads could expand its features to accommodate broader public discussions without losing its intimate appeal, while Twitter might incorporate more threaded conversations to facilitate longer-form communication.
If your business relies on close connections and individual engagements, Threads might be your partner in achieving that.
If your business revolves around sharing information and sparking discussions on a broader scale, Twitter might be more suitable.
Depending on your business goals, you might even find value in using both platforms simultaneously to utilise the different aspects of your audience engagement strategy.
Threads can help you foster loyalty and create personal connections, while Twitter can expand your reach and enhance your brand’s visibility.
Struggling to navigate the ever-changing landscape of social media for your business?
Whether you want to connect closely with your customers or reach a bigger audience, we can help.
Our experienced team will help develop the right strategies for your goals – whether you are focused on Threads, Twitter, or both. Don't miss out on making a meaningful impact.
Reach out to us today here, or give us a call on 01473 276126.
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