SUMMARY
- Over 100 million sign-ups for Threads: Advertisers take notice as Instagram's latest app shows immense promise.
- Brands excited about advertising possibilities: With Twitter's challenges, Threads presents a fresh opportunity.
- Features on the horizon: Hashtag search and chronological feeds could revolutionize audience targeting.
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Instagram's latest offering, Threads, has garnered considerable attention from advertisers, who are eagerly observing its development to explore new avenues for reaching consumers. As Twitter grapples with its struggles, brands and digital marketing agencies are keeping a close eye on Threads, which amassed over 100 million sign-ups in its first week, according to industry experts.
Natasha Blumenkron, Vice President of Paid Social at Tinuiti, revealed that Threads has become the talk of the town among their clients. Companies are now analyzing how this messaging app fits into their existing social media strategies, particularly those that have withdrawn from advertising on Twitter due to concerns over brand safety and the surge of racist and hateful speech, reportedly stemming from Tesla CEO Elon Musk's ownership.
Adam Mosseri, the head of Instagram, has emphasized that Meta, the parent company of Instagram, is primarily focused on enhancing the core Threads product before diving into monetization. While popular features like hashtag usage and chronological feed are currently unavailable, Mosseri has assured that his team is actively working to incorporate them.
Brands are particularly interested in the potential of Threads to introduce additional features such as chronological feeds and hashtag search capabilities. These tools would help companies ensure their posts reach the right audience and leverage trending topics to inform their content.
"When it comes to paid advertising, brands want to ensure their content reaches the most relevant audiences," Blumenkron explained. "At the end of the day, you're investing to be in the right place."
Rachel Tipograph, the CEO of MikMak, a marketing technology firm, stated that their consumer product and retail clients are also intrigued by advertising opportunities on Threads. These companies are constantly seeking fresh eyes, especially given Twitter's ongoing brand safety issues. Tipograph's team noticed a significant decline in Twitter traffic among their clients who paused their paid advertising campaigns. However, with the arrival of Linda Yaccarino as Twitter CEO, there was a subsequent increase in Twitter traffic, indicating a change in advertising spend.
It remains uncertain whether the introduction of Threads will impact Twitter's advertising sales. However, Tipograph believes that the number of daily active users and the level of interaction among users will ultimately determine Threads' impact on online advertising.
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