Threads has now reached a level that musicians and music marketers must pay attention to. Meta-owned Twitter rival Threads now has 175 million monthly active users just a year after launching.
By contrast, Twitter has about 396 million monthly active users (MAUs), which appears to be declining.
Threads upward trajectory seems likely to continue, with Meta CEO Mark Zuckerberg targeting adoption by more than 1 billion MAUs. Much of the app’s current growth comes from its promotion on Instagram, where both apps share the same login and account system.
MAUs are only part of the story…
“As with any social network, and especially for Threads, monthly users only tell part of the growth story, according to The Verge. “It’s telling that, unlike Facebook, WhatsApp, and Instagram, Meta hasn’t shared daily user numbers yet. That omission suggests Threads is still getting a lot of flyby traffic from people who have yet to become regular users.”
Why Threads for Musicians & Music Marketing?
Thread’s tight integration with Instagram—where many already have a strong presence—makes it particularly attractive for musicians and their fans.
“It would be great if it gets really, really big, but I’m actually more interested in if it becomes culturally relevant and if it gets hundreds of millions of users,” the head of Instagram, Adam Mosseri, told TechCrunch when Threads launched.
Mosseri’s vision is well on its way to becoming a reality.
D.I.Y., Music Marketing, Social Media
Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, President of the Skyline Artists Agency, and a Berklee College Of Music professor.
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