You might want to add this social platform to your rotation

It might actually be time to pay attention to Threads.

Meta’s Twitter-replica made waves when it launched on a holiday weekend in 2023 and got a ton of news coverage thanks to a huge influx of signups: 100 million in just five days.

But signups don’t translate to active users, and if you’re reading this, you might be one of the many people who downloaded Threads because it felt like everyone else was doing it, only to hardly ever open it again.

Needless to say, growth slowed, and some have wondered if Meta might eventually abandon Threads altogether.

That’s not the case - not yet, at least. In fact, Threads is still getting a respectable amount of downloads in the app store, reaching the number one spot on the iOS downloads chart for September.

Did we really think Meta was going to give up that easily? It’s actually been fascinating to watch the company tweak the app in real time, including finally getting its hands on Threads.com after being forced to use a .net address for the first chunk of the app’s desktop existence.

We’re not yet sold on adding Threads into your digital strategy, especially if you’re already juggling multiple platforms. It is worth keeping up with what’s happening on the platform, especially since it’s from the juggernaut that is Meta, which certainly has the means to make Threads relevant. And if your primary platform is Instagram, there are perks from starting to post to Threads [which could end up being the case for other Meta platforms, too].

Let’s talk about what makes Threads interesting, what’s holding it back, and the tips Meta is sharing about how to grow there. And remember, Meta is courting creators to Facebook, so if it continues to invest in Threads, it could start doing more to sweeten the deal.

For the rest of the piece, head to our Substack here.