Brands just don't see the audience there yet - some of this is not understanding who that Threads audience really is, and some of this is lack of faith that an engaged audience is really there," said Kevin Goodwin, vp of digital marketing at New Engen.
During its first five days, Threads reached 100 million users. Three hundred and sixty one days later, Zuckerberg posted on the app that "Threads now has more than 175 million monthly actives [users]" to celebrate its first anniversary.
Still, if the MAU data is true, this could mean that Threads has an entirely new audience from what existed on X. Making the platform a fairly compelling value proposition to a whole new set of advertisers where X doesn't make sense.
Perhaps it does, but advertisers will need clearer metrics on how much time Threads users spend on the app compared to X. Currently, there's a noticeable gap between the two platforms.
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