Talkwalker Market Pulse - Unraveling the news about Threads

Your weekly consumer intelligence briefing - July 12, 2023

The pull of Threads

Last week, Threads emerged as the latest global social media platform. Designed by Meta, the parent company of Facebook and Instagram, this platform is positioned as a Twitter competitor. With 23.8 million mentions since its launch, Threads has gained significant attention.

Impressively, these conversations have translated into an expansive user base, with over 100 million registrations already.

Brand adoption

As a new social channel rises, brands face a strategic decision: should they join early or wait and see? Pioneering a platform can offer rapid growth benefits, but being active on every platform isn't practical, especially without measurable results.

So far, a handful of notable brands have already taken the leap onto Threads, including Amazon, Target, Nike, and fashion brands like Michael Kors, Calvin Klein, and Coach.

What are consumers saying?

Overall, consumers are drawing parallels between Threads and Twitter, even framing the situation as a personal fight between Musk and Zuckerberg.

Although Threads is growing, two categories of consumer concerns stand out. The first involves heightened censorship and content restrictions on Threads compared to similar platforms. The second concern is the risk of having to delete Instagram in order to remove Threads.

Meta needs to be aware of these concerns and address them promptly to mitigate potential future risks.

Consequently, brands and retailers may need to adjust their marketing channels and strategies accordingly.

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