The article discusses the success of Meta’s Threads app, which ranked as Apple’s second most downloaded iOS app, boasting 400 million monthly and 150 million daily active users. Threads’ growth is largely attributed to cross-promotion via Instagram and Facebook. Connor Hayes, the head of Threads, aims to create a distinctive identity for the platform as a space for global discussions, focusing on categories like sports and entertainment.
Currently, Threads does not provide creators with direct monetization options but seeks to act as a traffic driver to other platforms where creators can earn money. The app is testing advertisements gradually in four countries and is also experimenting with a feature called “Dear Algo” that allows users to customize their feeds.
While Threads maintains compatibility with other apps like Mastodon, this is not a primary focus. The platform is prioritizing timely content recommendations and does not aim to attract traditional news publishers, focusing instead on creators who understand their audiences.
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