After launching in July, the social media platform, pitched as a friendly, troll-free alternative to Twitter (now X), attracted 100 million users in under a week. Many of those early adopters soon drifted away; by the end of July, market intelligence firm Sensor Tower found daily active users had dropped by 82%.
But Instagram has kept plugging Threads, featuring posts from the app on Instagram users’ feeds and introducing a desktop version in August. Those efforts appear to be working: According to Sensor Tower data, monthly active users rose 3% to 81 million globally in October.
Still missing are many of the biggest fashion and beauty brands and influencers, however.
Brands known for going all-out on new social platforms are also keeping their efforts basic for now—E.l.f. Beauty posts between three and four times a week, much less frequently than it posts its daily time-intensive TikTok videos. Rare Beauty’s last post was one week ago, using the Breaking Bad-inspired “someone cooked here” meme to promote blush (pictured).
While usage is creeping back up, many of the biggest beauty and fashion brands and influencers are still taking a wait-and-see approach to the platform, head to our #linkinbio to understand why.
✍️ @liz_flora
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