The future of Threads hinges on whether Meta can attract X’s users, engage influencers, and secure marketing budgets. Jenny Tsai from WeArisma explores how Threads’ rapid growth, emphasis on community safety, and focus on lifestyle content could revolutionize influencer marketing.
Published On: September 11, 2023
Threads: Key Questions and Influencer Marketing Potential
The future for Threads is interesting and poses some key questions.
First, will Meta attract X’s communities to Threads? Second, will the platform successfully engage influencers and creators? Third, will marketing and advertising budgets follow? And if all this happens, what will the impact of the influencer marketing industry be?
Our CEO, Jenny Tsai, comments on Threads’ exciting possibilities that could reshape the influencer marketing world.
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Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.
Here are the three topics we expect to define the week.
The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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