Threads’ Rise in Download Rankings: Should You Add It to Your Marketing Strategy?

In July 2023, Instagram made its bold move by launching Threads, a new app designed to compete with Twitter. Within 24 hours, Threads amassed an impressive 30 million sign-ups, as reported by TechCrunch, sparking widespread attention in the tech and digital marketing world on whether it would replace Twitter as the next big thing. Despite some reports suggesting that Threads might lose momentum after its launch, it has proven otherwise, climbing the ranks of the most downloaded apps. But beyond these achievements, you might ask, is it worth considering for marketing?

Tracking the Rise of Threads

According to Social Media Today, Threads is climbing up the rankings of the most downloaded apps, with data from AppFigures showing that by August 2024, Threads had achieved over 200 million monthly active users. The app, which saw 28 million downloads across Apple Store and Google Play combined, ranks second among Apple users, suggesting it’s growing popularity.

Threads has steadily moved up the download charts, jumping from 8th to 6th place. This rise reflects a recovery after initial concerns about user retention. Threads’ ability to maintain a steady influx of downloads shows its potential to compete with its counterpart, X. In Brazil, X faced a major setback once it was banned, losing over 20 million users.
While X still leads in overall user engagement with 500 million monthly active users, it has also seen significant user losses in Europe, where a million left the platform. This has opened the door for Threads to continue its growth, potentially narrowing the gap in user activity over time.

What Does Threads Bring to the Table?

Since its launch, Threads has been busy rolling out new features to appeal to social media marketers and content creators alike. Starting with launching a web version back in August 2023, Threads now supports multiple drafts, audience insights (including demographics like age and gender), and tags that function like hashtags, but without the symbol which makes text and keywords integrate seamlessly. Additionally, integrations with platforms like Hootsuite, Sprout Social, and others, have made it easier for marketers to manage content on the platform.

Threads also offer longer post limits (up to 500 characters) and allow videos up to 5 minutes, as noted by Ilfusion Creative on Medium, making it a strong contender for brands focused on storytelling and video content. These capabilities can be highly beneficial for brands looking to diversify their social media content, making Threads an attractive option for long-form conversations or multimedia marketing campaigns.

However, Threads remains linked to Instagram, which has always posed challenges for users. For instance when users want to delete their Threads account without also affecting their Instagram profile. Although users now can deactivate their Threads account without affecting their Instagram account, Adam Mosseri (the head of Instagram and Threads) mentioned in a statement that they also plan to separate the platforms eventually. However, this solution is not expected soon, leaving this issue a current limitation for users and marketers alike.

Is Threads Right for Your Brand?

If you’re still wondering whether now is the time to adopt Threads, the answer is yes—provided your audience is present on the platform. Text-based platforms like Threads are great for building engagement through storytelling and conversations, making it a valuable tool for awareness and interaction.

According to emarketer.com, India is the largest market for Threads users, followed by Brazil and the US. Following the ban on TikTok, India has embraced Threads, and its strong Instagram user base has further driven this adoption. This makes Threads an appealing platform for brands targeting these regions. On the other hand, Threads is still unavailable in the EU due to privacy concerns with Meta, which could limit its reach for some businesses.

Demographic-wise, 36% of Threads users are aged between 25-34, and the majority are male—similar to X’s audience, as outlined by Digital Culture Network. If your brand has performed well on X, Threads could be a worthwhile addition to your marketing strategy.

As highlighted by gwi.com, interest in fashion, art, aesthetics, and tech is strong among Threads users, creating opportunities for brands in those sectors. Additionally, many Threads users are highly engaged with Instagram, including those who actively participate in polls, which indicates a strong base of interaction-driven users. However, with the platform still tied to Instagram for direct messaging and account management, marketers may find themselves managing two platforms instead of one, adding complexity to their workload.

Final Thoughts: Is Threads the Right Move for You?

Threads is steadily gaining ground, particularly among fashion, art, and tech enthusiasts. For brands whose target audience aligns with these interests and demographics, Threads could be an excellent platform for conversations and engagement. That being said, its integration with Instagram may complicate social media management, especially for brands that also rely heavily on direct customer interactions. Additionally, the app’s continuous development suggests that it will soon offer even more features that could make it more competitive in the social media space.

About Click Creative

The team of Click Creative is a group of like-minded people dedicated to producing creative, effective digital solutions for our clients. Specialising in custom, bespoke websites, applications, and digital marketing solutions. We bring years of experience, yet bright new ideas to the table every day – we love programming, keywords and coffee!