Is Threads here to stay, or will it fray?

1/5. Threads is here, and thriving?

In just five days, Threads, an Instagram app, has amassed over 100 million users. The Twitter-dupe is still in its initial version, with a simple platform base consisting of a main feed (filled with those you follow and content similar to your Instagram), a search page (for user-hunting), an activity page, and a profile page.?

Hot take: It is way too early to say whether Threads is here to stay or a fraying moment. While brands have begun posting on the platform, we don’t really know much about it other than it’s Instagram’s Twitter dupe. The algorithm is yet to reveal itself, we don’t know what’s trending, we can only really find accounts similar to those we follow on Instagram, and there’s not much strategy to be found. Just brands, creators and users exploring a new platform together and posting like it’s 2012.

2/5. Instagram launches search ads

Instagram has launched search ad placements via the Instagram Marketing API. The feature will enable developers to use search as a placement option when creating ads, offer insights by placement level, and allow previews within the search chain format. Social search is gradually becoming the new norm for many social media users, as seen with the popularity of TikTok Search.

Hot take: Instagram search ads provide new ways for people to discover brands and products whilst actively searching. When searching for a phrase, trend, or niche on Instagram, users will be shown ads and organic content that relate to the topic, creating a seamless and relevant discovery experience. People actively searching on platforms are more open to exploring content, meaning they will pay more attention and retain the information more. Instagram’s next step should be to improve its actual search functionality, because at present it’s clunky compared to TikTok’s.

3/5. You can now add three collaborators to an Instagram post

A seemingly minor update, but also an incredibly helpful one for collaborations. Users can now add three collaborators to an Instagram post or Reel. Until now, users have been limited to one other collaborator. Even with three collaborators, all contributors will be able to access organic insights including views, likes, and more. Adding multiple collaborators to a post helps creators and brands reach more audiences with ease.

4/5. Is Kick a safe platform for brands?

Backed by co-founders of Stake.com, Kick was the gambling industry’s answer to Twitch’s ban on gambling content. To reel in the streamers, Kick offers a lucrative revenue split of 95/5 to creators, and less restrictive guidelines to follow, meaning creators can stream more outlandish content to entertain audiences. But does this mean it's the Wild West of streaming platforms? Check out our blog to find out!

5/5. TikTok launches TikTok Music streaming service

TikTok has officially launched its very own music streaming service, TikTok Music, which is expected to be a serious competitor to Spotify. According to Ole Obermann, Global Head of Music Business Development at TikTok, the app is “a new kind of service that combines the power of music discovery on TikTok with a best-in-class streaming service”. Currently, it’s only available in Brazil and Indonesia, but there are talks of a global expansion.

Hot take: Sound and TikTok have gone hand-in-hand since the platform started. Because of the platform’s popularity, we have seen hundreds of artists and thousands of songs make the charts as a result of a viral TikTok. Interestingly enough, the new music platform keeps the community element of TikTok that has become so loved. With users able to like songs, share, and even comment, TikTok is still building a community around music that made it popular in the first place.

Thanks for reading! Make sure to subscribe for weekly hot takes dropped straight into your inbox.

If you're interested in how Socially Powerful can help your brand start powerful conversations, drive social engagement, or make sales—get in touch !

For more content on all-things social and digital marketing, make sure to check out our?blog .