Threads: From Hype to Hope

Threads…the hype was REAL. The app shot up with a whopping 100 million members right off the bat. 🚀 But as they say – what goes up must come down. Threads' membership slowed down faster than I can scroll through my Twitter (X) feed, and now it's predicted to end the year with about 23.7 million U.S. users. Oof, right?

While it's tempting to rely on X's predicted decline in users and whispers of a subscription fee, Threads should remember not to rest on its laurels. It received an initial boost from Twitter's missteps, but relying on X users jumping ship? It's not the best long-term strategy, if you ask me.

But give credit where credit is due. Threads is staying in the game. They've rolled out features that are a must for users and social professionals alike, such as post-editing and account switching. Plus, they're diving deeper into the desktop space, which is a welcome move. But the real challenge? TikTok. The Gen Z favorite is a tough one to beat. To win in the social world, Threads must find its unique identity, pronto! It can't just be 'Instagram 2.0' or a stand-in for X.

So, where does this leave Threads? Time will tell. But from a KR Squared perspective, we're big believers in early adoption. Hopping onto Threads when the membership is modest compared to other platforms provides an opportunity to position your brand as a trailblazer. And as the platform grows, so does your influence, setting the stage for future opportunities.

So stay social and keep Threading!