Despite a strong debut, Threads faces significant challenges from Twitter (X) and a decline in daily users, with WeArisma CEO Jenny Tsai highlighting its potential in the advertising space while emphasizing the importance of brand safety and community in attracting advertisers.
Published On: September 12, 2023
The Future of Threads: Opportunities and Challenges Ahead
The future of Threads is under the spotlight! Despite a strong start, Threads faces stiff competition from Twitter (X) and a drop in daily users.
WeArisma CEO, Jenny Tsai, comments on the potential for Threads in the advertising arena.
“After attracting over 100 million users in its first five days, Threads is now raising questions about its potential to outpace X’s brand spend when it launches advertising due to its delayed European launch and the significant loss of active users has been reported.
“That said, in the world of social media and brand marketing, where brand safety and reputation are paramount considerations for brands and advertisers, one of the reasons why brands have been drawn to advertising on Instagram over Twitter (X) is the former’s stronger emphasis on brand safety and content moderation.
“From a reputation standpoint, the links between Threads and Instagram will likely prove advantageous, particularly as Meta has already indicated it’s committed to making the environment for communities on Threads ‘friendly’, which will make it more attractive to brands and influencers. X’s lack of robust moderation and the recent announcement to remove the blocking feature, on the other hand, has decreased brand trust in the platform.
“With a focus on ensuring a positive and supportive space, Threads may become the more attractive option for brands and content creators seeking a platform that prioritises reputation, community and brand safety.”
Read the full article here.
Access timely cultural trends, strategic creator guidance, and industry best practices.
Discover the most groundbreaking entertainment marketing insights from our eye-opening panel discussion at ‘The State of Influence 2025 and future-proof your brand for tomorrow’s creator economy.
Luxury Global Analysis.
New York Fashion Week FW26 generated $275M in total Media Value, up +73% YoY, but leadership was highly concentrated and strategically differentiated.
Regional power shifts and platform momentum reshaped the competitive landscape.
Join our community and get cultural insights, creator strategy guides, and real-world best practices.
