July 7, 2023 ↘︎

Brands and influencers jump in as Threads blocks Twitter’s flight path

Savvy brands will take advantage of the current lack of advertising to increase their organic following across both Threads and Instagram.

Brands are taking advantage of Meta’s move with Threads into Twitter’s front yard despite advertising not being on the table for the first year.

The Instagram text microblogging app is seen as a direct competitor to Twitter, from which many advertisers have departed since being bought by billionaire Elon Musk.

Facebook founder Mark Zuckerberg’s announcement didn’t have the visceral tone of a touted cage match with Musk but Instagram has already taken a technical point or two and started the bout with advantages, including a better reputation for brand safety.

Richard Taylor, managing director, Digital Balance, says Threads has an instant 2.35 billion of active users who can join and immediately see familiar names in their timeline which will create stickiness in a way no other platform can.

Twitter has just 363.7 million monthly users.

“Savvy brands will take advantage of the current lack of advertising to increase their organic following across both Threads and Instagram,” says Taylor.

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