Checking In on Instagram's Threads | BoF – The Business of Fashion

It’s too soon to call it a comeback, but Instagram’s Threads is growing again.After launching in July, the social media platform, pitched as a friendly, troll-free alternative to Twitter (now X), attracted 100 million users in under a week. Many of those early adopters soon drifted away; by the end of July, market intelligence firm Sensor Tower found daily active users had dropped by 82 percent.But Instagram has kept plugging Threads, featuring posts from the app on Instagram users’ feeds and introducing a desktop version in August. Those efforts appear to be working: According to Sensor Tower data, monthly active users rose 3 percent to 81 million globally in October.Still missing are many of the biggest fashion and beauty brands and influencers, however.Rihanna and Hailey Bieber haven’t bothered to create Threads accounts, while Kim Kardashian and Kylie Jenner are on the platform but have never posted. Selena Gomez only has two posts, the most recent being an August promo for a new single. Among TikTok’s beauty it-girls, Mikayla Nogueira has gone 13 weeks without posting and Alix Earle never joined.Brands known for going all-out on new social platforms are also keeping their efforts basic for now—E.l.f. Beauty posts between three
Read More