TLDR: Meta disrupted the social media space by launching their text-based app, Threads. The platform’s active user growth rivaled the launch of previous apps, and speculations continue that it will take down Twitter due to its recent shift in user perception. While everyone plotted their first "Thread,” the Barbie and Oppenheimer movies set records at the box office and dominated social media content.

‍

Threading the needle.

What is IG Threads? Threads is a text-based conversation app requiring an Instagram account to get started. It is the fastest-growing social media app and reached 100 million sign-ups in the first five days. A “Thread” (post) allows users to post content up to 500 characters long, along with photos and videos up to 5 minutes in length.

What do users love about Threads? Aside from the fact that it’s new, users are drawn to the less political nature of the platform, that it currently has no ads, and the algorithm is functioning a bit like the wild west. However, the searchability is currently limited.

What features are users longing for? In the same way that users like the unpredictable nature of Threads, it also fights the norm of how users are accustomed to engaging with their social platforms, leading new active user growth to stabilize. The key feature users are asking for is to search by user and topic to engage in more focused conversations.

What to expect? Today, Meta aims to launch an update allowing users to only see threads from the people they follow. We predict it will be the first of many updates that accommodate user feedback and platform upgrades.

What do brands need to know? For brands with a broad target audience, there is value in connecting with your customers in a conversational format and exploring how their audience engages. For brands focusing on a specific industry or serving a niche market, we say—hold tight.

‍

To Tweet or not to Xeet…

The biggest question: Will Threads replace Twitter? It’s too early to have a clear read on if Threads will outperform Twitter and other social media channels, but the platform does provide multiple incentives for users to spend time on the app. Unlike Twitter, users can enjoy scrolling without ads and no daily reading limits (for now).

What are the latest Twitter changes? Musk rebranded the social media platform, changing the name from “Twitter” to “X.” On top of that, brands with gold check marks must now meet certain ad spend levels to retain their status. The biggest change with this rebrand is replacing the iconic Twitter bird with the new black and white “X.”

How will this impact brands on Twitter? Similarly to when some brands were asked to pull their accounts and ad dollars from Meta for values-based reasons, we are seeing brands behave the same way on Twitter. On a platform where impressions are a primary metric but Tweet volume is limited —that creates a challenge and will be discussed on future reporting calls (you know who you are).

‍

Come on Barbie, let’s go to the movies.

What were the notable PR stunts and partnerships? Mattel’s Barbie marketing team did some serious strategic maneuvering to promote the film with over 100 partnerships. Unique executions included a UGC selfie generator, a partnership with AirBnB to build a real-life Dreamhouse, and collaborations with multiple clothing brands (Target, Gap, Show Me Your Mumu).

What was the social and cultural impact? The campaign resulted in a wave of Barbie pink spreading across retail and social media, making Barbie relevant to the audience before the movie premiered. Barbie appeared in pop culture through memes, TikTok sounds, corporate “pinkwashing,” and the #Barbenheimer double feature trend…to name a few.

What can we learn from their PR strategy? The Barbie marketing team identified the nostalgia that Mattel's iconic brand evoked in all of us and used that connection to bring Barbie to life in our real world. By leaning on real human emotion, brands can further establish connections and affinity among their target audiences in their activations.

Striking Stats

Only 1 in 4 Instagram users need to use Threads for the app to reach Twitter’s size. (Source: Emarketer)

In total, there have been nearly 7 million social media posts about Barbie this year, reaching a potential audience of nearly 9.5 billion people. (Source: Meltwater)

Barbie pulled $155M in domestic ticket sales, positioning itself as the largest domestic start for a female-directed movie. (Source: Variety)