Is Meta's Threads App the Next Big Thing for Marketing? 49% of Marketers Are Unsure

When Elon Musk took control of Twitter, Mark Zuckerberg took note of the turmoil it caused because of the fact that this is the sort of thing that could potentially end up presenting an opportunity for the Meta CEO. In an attempt to capitalize on the users that were leaving Twitter en masse, Meta decided to start working on a microblogging platform of its own. Not long after, Threads was released, and many considered it to be a X/Twitter killer.

In spite of the fact that this is the case, Threads has failed to impress in any metric that is worth mentioning. Despite becoming the fastest platform to reach 100 million users, the vast majority of these users left within the span of a few weeks, and engagement levels are at rock bottom.

With all of that having been said and now out of the way, it is important to note that this has created a distinct lack of confidence among marketers that Threads has anything meaningful to offer them. According to a recent survey conducted by Digiday, 25% of marketing professionals said that there is absolutely no potential whatsoever in Threads.

While a similar proportion, 26% to be precise, said that they did see some potential for Threads to become their go to platform for marketing, around 49% said that they just weren’t sure either way.

It appears that the endless array of controversial decisions made by Elon Musk was not enough to give Threads a leg up. Many are chalking up its initial rise to the robust user base that Meta holds on its other platforms, such as Instagram and Facebook.

Migrants from these platforms, bolstered no doubt by the requirement of an Instagram account to get set up on Threads, didn’t always overlap with users who were sick and tired of how Elon Musk was running Twitter into the ground.

With nearly three out of every four marketers either pessimistic or uncertain about what type of value Threads holds, it will be a challenge for Meta and its embattled CEO to make the platform live up to expectations.

This will be the second consecutive loss for Zuckerberg, whose attempts to focus on the Metaverse by rebranding his company caused confusion and led to a plummeting stock price that has still failed to reach 2021 levels.

Read next: Social Media Marketing a Priority for Small Businesses, Survey Finds
Previous Post Next Post