Advertisers are now looking towards Threads as Twitter’s struggles continue

It’s no secret that Musk’s erratic changes for Twitter have caused many of the biggest advertisers to abandon the platform. However, with a new competitor by the likes of Threads emerging and growing at a rapid pace, it looks like advertisers have also started shifting their focus while Twitter grapples with brand safety concerns and declining user engagement. 

Why is Threads taking off?

Although it has only been a week since Threads officially launched, the platform has already amassed over 100 million users, thanks in part due to Instagram’s integration and its focus on social conversations. As a result, advertisers are eager to explore how this new platform can complement their existing social media strategies, according to Natasha Blumenkron, Vice President of the marketing firm Tinuiti.

Furthermore, the fact that Threads shares the backend administration tools with Instagram is of particular appeal to advertisers since it will make it easier for corporate social media managers to utilize the platform.

“It’s the most instant onboarding experience I’ve ever experienced in the history of my career, and my entire career has been in social,” said Rachel Tipograph, CEO of the marketing technology firm MikMak.

However, it’s important to note that Meta’s primary focus is currently on developing the core functionality of Threads rather than monetizing the app. This is because the app still lacks essential features, including a chronological feed and hashtags.

End of the road for Twitter?

Although Twitter still boasts a massive user count compared to Threads, Tipograph suggests that the platform’s recent struggles with brand safety, hate speech, and impersonation have resulted in a significant decline in traffic, causing concern among advertisers.

However, despite its advantages, Threads is still in its early stages, and its success as an advertising channel depends on cultivating an active user base that engages regularly with the platform. Moreover, as the platform grows, there are concerns about the potential influx of bad actors and trolls onto Threads, which could lead to the spread of misinformation and hate speech content, similar to what has occurred on Twitter.