The power of online content creators has made them invaluable to corporate marketing, crucial for launching new products. Meta, familiar with creators’ influence, struggles to attract them to Threads, its latest social network launched a year ago.
Keith Dorsey, founder and CEO of Young Guns Entertainment, notes, “It’s an auxiliary thing, I don’t think any of the creators I have even post on Threads. We’d forget it’s there if it wasn’t for the automatic notifications.”
Threads, aimed at being a text-centric alternative to Twitter, has yet to gain traction with creators who find the platform’s purpose unclear. Adam Mosseri, the executive overseeing Threads, envisions it as a hub for real-time discussions, but content creators are still unsure of its role.
Threads’ identity crisis is evident in Meta’s recent report on its most popular tags: photography, books, gym workouts, art, and TTPD (Taylor Swift’s album “The Tortured Poets Department”). Despite Swift joining Threads to promote her album, she hasn’t become a regular user.
Meta CEO Mark Zuckerberg announced Threads has 175 million monthly users, a fraction of Instagram’s 2 billion or Facebook’s over 3 billion. Content creators, driven by Meta’s dominance, feel compelled to explore Threads but invest less effort than on platforms like Instagram or TikTok.
Creators like Christal Luster and V Spehar enjoy the low-pressure environment Threads offers, using it for casual updates and spontaneous thoughts. Others, like Haley Kalil, leverage Meta’s incentives for engaging Threads posts, boosting their following on other platforms.
Meta’s research indicates some users find success on Threads, growing their platforms from scratch. For example, Jessica McBride, a consultant from Toronto, connected with a community of cat lovers, growing her following from 250 to over 2,700.
However, for Threads to thrive culturally and commercially, it needs many more users and larger influencers to keep the community engaged. Despite Meta’s commitment, some question Threads’ longevity.
“If Threads was a start-up, we wouldn’t be questioning whether it had made its mark. They’d burn through their VC money and then quietly fold or be acquired by another player,” says Haberman. “I don’t see how Mark Zuckerberg continues to pump money into a platform where the biggest draw so far is that it’s a less toxic alternative to Twitter.”
Fanbase, the home for creators, offers an alternative approach, focusing on a more diverse and inclusive creator community. By addressing gaps left by platforms like Threads, Fanbase aims to provide a robust space for creators to flourish.
Recommended:
“For People Who Value Content And Community, Fanbase Is The Next-Generation Social Creator Hub That Allows Any User To Earn Money From Day One. Unlike Other Social Apps, Fanbase Is The One Place You Can Truly Be You. Without Limits.To download Fanbase on iOs click here To download on Android click here.
