Why Advertisers Should Keep an Eye Out for Threads

Instagram's text-based conversation app Threads experienced a record-breaking launch last year, garnering over 100 million registered users in its first week.

While the app eventually experienced a dip in users, signs lead to the platform experiencing a renaissance. 

During Meta's fourth-quarter earnings report, CEO Mark Zuckerberg revealed that Threads had reached more than 130 million active users, topping its initial number of sign-ups in 2023. 

“So that one’s I think on track to be a major success," Zuckerberg noted.

Beyond the company's report, a recent study from app intelligence company Appfigures found that the number of downloads for Threads tripled during the last month of 2023.

This made it the sixth most downloaded app that month in both the Apple App Store and Google Play Store.

Last quarter, Zuckerberg expressed confidence in Threads, stating he believed the app could reach 1 billion users in a few years. At that time, Threads had over 100 million monthly active users.

Why Advertisers Should Bet on Threads

Aside from its steadily growing userbase, a key factor that makes Threads a platform worth advertising in is its seamless cross-platform experience with other Meta services, such as Facebook and Instagram.

With this integration, advertisers not only get to tap into Threads' active user pool, but also potentially reach Facebook and Instagram users that opt in on the conversation app.

According to a recent study by Pew Research Center, Facebook remains to be the second most used social media platform in the U.S., next to YouTube. 

Additionally, Meta claims that its suite of services including Facebook, Instagram, Messenger and WhatsApp, achieved 3.19 billion daily users during the fourth quarter.

Editing by Katherine 'Makkie' Maclang