Should Threads continue to grow at this rate, it could match Twitter’s user base by the middle of this month – though that is deeply unlikely. Twitter, meanwhile, was never a big source of ad spending compared to the Meta juggernaut and fulfilled an idiosyncratic role that garnered more passive attention than other platforms. ![]() The appetite for testing will likely match user appetite for the app itself but given that a lot of companies big and small already use Meta’s ad manager, the same offer of convenience to users will presumably translate to advertisers too. Some brands are already posting organic content to the site. Not yet, but with the company specialising in the plumbing of advertising around social media, one suspects that advertising on Threads is no distant prospect. ![]() This time, Meta’s clone of the ailing Twitter even borrows a feature of the older microblogging platform for its name, in a tactic that even Meta founder and CEO Mark Zuckerberg notes on his rarely used Twitter. It’s not the first, and probably not the last time, that Meta pulls its judo move and effectively clones its way to a new product, Threads – what now?
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