""We do a lot of work in Instagram and Facebook to show off what's going on in Threads," Connor Hayes, the head of Threads, told me this week. The playbook: surface personalized Threads content in your Instagram and Facebook feeds, get you to download the app, then wean you off needing those nudges to check it consistently. "We do a bunch of work to get people off of being dependent on those promotions and wake up in the morning and just want to open the app," Hayes explained."
"Hayes, who helped launch Threads initially and was named its head in September, has been focused on clarifying the platform's identity. In our conversation, he said the goal for Threads is to be "the place on the internet to talk about what's going on in the world." Practically, that means going vertical by vertical - sports, entertainment, news - and tipping both creators and consumers toward using the app more."
Threads reached roughly 400 million monthly and 150 million daily active users after a breakthrough year, becoming Apple's second-most-downloaded iOS app behind ChatGPT. Growth continues to rely heavily on cross-promotion inside Instagram and Facebook, surfacing personalized Threads content to drive downloads and then reducing dependence on those nudges by fostering habitual use. Leadership is focused on clarifying the platform's identity as a place to talk about current events, pursuing verticals such as sports, entertainment, and news, and nudging both creators and consumers toward greater engagement. Competitors include X, Reddit, and Discord, each with overlapping community and conversation dynamics.
Read at The Verge
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