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Unraveling Threads


New data from Similarweb reveals that the number of daily active users on Threads dropped from 49 million to 23.6 million over the course of a week (July 7-14). Total daily minutes of use also fell from 21 minutes to just six minutes. So, does the platform have staying power? According to RetailTouchPoints contributors “Threads’ dopamine hit needs to be the immediacy of relevant information: both objective information to catch us up and subjective opinion-based information from people we want to hear from. When something happens, the instinctual response has to be ‘I have to check Threads.’ Threads can’t become that quickly: they must convince every relevant influencer to migrate from Twitter and spend time there; they need to build a feature set and algorithm so it’s stickier; and they need to ensure it’s a cleaner, safer place than other platforms. That’s the only way it has staying power.” And what does Threads mean for online brands? "Before jumping in, marketers (should) dip their toe through social listening. Brands should be mindful of joining Threads’ fray simply because it’s the done thing right now. Conversation for the sake of it, especially where brands are concerned, is easily seen for what it is: cheap talk. Once you get more of a sense of what Threads will be used for, you can start to form a strategy around using it to your advantage.”

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