Creators Still Don’t Know What Threads Is For

I was surprised last week when Meta announced on its earnings call that its text-based app Threads has almost 275 million monthly active users. Threads rarely comes up in my conversations with creators—or brands—though when you pop into the app it’s not a ghost town either. 

That got us thinking about where exactly Threads’ growth is coming from. Earlier today, my colleague Kalley and I published a story answering that question: International markets, and lots of help from promoting posts on Meta’s established apps like Instagram. The inroads Threads has made with creators seem to be giving it a boost, too, including incentivizing them with cash bonuses of up to $5,000 for posts that get a certain number of views.