Threads, Meta Platform's broadside to Twitter, is seen by some advertisers as less contentious and more predictable than Elon Musk's platform, and analysts say it could lure away marketing budgets - eventually.
Twitter did not respond to an email seeking comment. It has said it does not promote content that may violate its policies and that 99.99% of tweet impressions, or views, are of "healthy" content.they had dropped 50%, although it was unclear what time-frame he was referring to.
Threads still has a long way to go before it equals Twitter's reach, though. Twitter had nearly 240 million monetizable daily active users as of July last year, according to the company's last public disclosure. Tens of millions of users come back to Threads daily, and the team will focus the rest of the year on "improving the basics and retention," Zuckerberg posted on Threads last week.
Nonetheless, many brands are experimenting on Threads, which has "made social media feel fun again," said Liz Bartges, director of brand engagement at communications agency FerebeeLane.
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