The Overnight Success of Threads

14 July 2023



Instagram confirmed that Threads surpassed 100 million sign-ups in the first five days since its public launch, making it the fastest-growing consumer product ever. Some obvious factors contributing to Threads’ runaway success include its frictionless onboarding via Instagram accounts, its user-friendly cross-posting tool that helped pollinate content from Threads to Instagram, and its TikTok-like algorithmic feed that ensure new users get to see some relevant content without having to build out a follower graph first. One less cited factor is the fact that a lot of people are ready to leave X’s (formerly Twitter) increasingly toxic environment behind.

But, as the saying goes, “Winning is easy; governing is harder.” Now that Threads has quickly established itself as a Twitter alternative with a sizable (and growing) user base, the challenge shifts to keeping those users engaged on Threads while the company figures out how to make money from it.

Read IPG Media Lab’s take on Threads path to monetization and more.

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