Threads has announced 175 million monthly active users on the app.
👉 Background: Threads launched as the new alternative to X (formerly Twitter) in July last year, and it blew up immediately, with over 100 million users in 5 days. That's largely thanks to Threads accounts being tied to Instagram accounts.
👉 What happened: Now, on its first year anniversary, Threads has announced 175 million monthly active users on the app… with 63% of all posts being text only.
👉 What else: This is still a fair way behind X's 600 million monthly active users (if we believe Elon Musk). But despite Threads’ perceived success, the app is yet to monetise and really find its own ‘identity’.
💡Creating a strong brand identity is crucial for distinguishing a product in a competitive market.
💡When Threads was released, there was a LOT of talk about it taking over X. But so far Threads hasn't yet built a unique proposition, and X is still alive and well, which means Threads is at risk of being seen as just a lesser version of X.
💡Without a clear identity or purpose, a social media platform can die out. In 2011, Google+ was launched to compete with Facebook, but it struggled to differentiate itself and was shut down in 2019. So Threads needs to act fast to ensure it doesn’t follow the same path as Google+.
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