Opinion: Unknotting the 30 days of Threads

Shantanu Tripathi of Auburn Digital Solutions walks through Threads' 30 days of existence, elaborating on how the platform is useful for marketers.

Instagram launched Threads, a new social media platform, in July. In a matter of hours, this app took over social media. Threads achieved extraordinary success, being the first to garner over 100 million sign-ups in the first few days of its official launch. Threads caused a vortex of discussion among users due to its similarities to Twitter and Elon Musk's subsequent change of Twitter's name to X. However, the platform was unable to sustain the volume of traffic it had been experiencing. The initial euphoria surrounding the Threads app has swiftly faded, resulting in a sharp fall in usage and engagement rate.

Keeping up with social media in this digital age comes as no surprise, with Generation Z being the most active users of this app. Within the first month, the most active Threads users were between the ages of 18 and 24, accounting for around 45% of all users. 36% of users were between the ages of 25 and 34, with 14% between the ages of 35 and 44. The Threads app for Android set a new record of 49.3 million daily active users worldwide on July 7. This app was appreciated by 89.75% of users on mobile phones, while just 10.25% used it on desktop computers. While Brazil and the United States were the first two countries to utilise the app extensively, India ranks third in terms of Threads involvement. In July, Brazil had a traffic share of 12.91%, while the United States had a traffic share of 12.60% for Threads. When it comes to India, the traffic share is 10.45% which is low compared to that of Brazil and the USA.

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Threads now receive about 11.48 million monthly visits. On July 7, the Threads Android app had 49.3 million daily active users at its peak, which has since dropped to 10.3 million daily active users. The average duration time of this platform has reduced to just 01 minute in India. About 77.25% of population found out about Threads through social media while 20.89% were targeted by Direct Messages feature. While the numbers on Threads have been up and down, digital marketing has been made easier on this app.

The Threads social platform has received a lot of positive feedback regarding digital marketing strategies. The platform has capabilities that are specifically tailored to the needs of digital marketers. It makes campaign administration, coordination, and communication easier. Thanks to Threads' dedicated channels, marketing teams can centralise discussions, share creative assets, and track campaign success in real time. This laser-like focus fosters a collaborative environment in which team members from various departments can share their expertise and thoughts, resulting in more precise campaign execution and planning.

Threads' success with digital marketing campaigns is also owed in large part to its integration skills. The platform easily integrates with analytics programmes, editorial schedulers, and social media management tools, streamlining campaign workflow and allowing for swift data-driven decisions. A recent product launch campaign by a consumer electronics manufacturer exemplifies Threads' effectiveness in this setting. Threads was used by the marketing team to coordinate their efforts across text, design, and social media management. When compared to previous initiatives, online interaction grew by 30%.

The Threads Social Platform's capabilities, integration abilities, and collaborative nature make it the ideal backdrop for successful digital marketing activities. The ability of modern digital marketing efforts to increase cross-departmental collaboration and streamline communication has a significant impact on their success.

This article is penned by Shantanu Tripathi, AVP Strategist - Social Media, Auburn Digital Solutions.

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.