How is Threads doing?

Since its launch on July 5, 2023, Threads has woven itself into the fabric of social media conversations, sparking curiosity and skepticism in equal measure. Well, maybe more skepticism than curiosity.

Now that we’re through the 9-month gestation period of sorts, the platform, birthed by Meta—the powerhouse behind Facebook and Instagram—finds itself at a crossroads. With a lineage that powerful, it’s hard to write Threads off completely. Yet, the buzz around it seems to be more of a whisper.

Can we dismiss Threads?

Dismissing Threads outright might not be wise, considering its parentage. Meta has a knack for turning digital platforms into virtual town squares. Yet, despite its potential, Threads seems to be having a bit of an identity crisis, or perhaps it’s just that the social media crowd is tough to please.

According to a Threads poll highlighted by HubSpot, about 24% of social media users find Threads to be somewhat of a snooze fest, labeling it as boring or unengaging. That’s a significant chunk of the digital populace opting to scroll past Threads, choosing instead to dive into the more vibrant or familiar waters of other platforms.

So, where does that leave businesses and brands? In the digital age, where every social media platform can seem like an unmissable opportunity to connect with your audience, deciding where to invest your time and resources is crucial.

Should my business be on Threads?

Here’s my take: If maintaining a business presence on Threads feels like you’re eternally rolling a boulder uphill, it might be time to pause for now. I even put together a tongue-in-cheek video guide for navigating Threads for business in 2024, where I playfully suggest that maybe your business doesn’t need to plant its flag on this particular digital hill.

However, it’s not all doom and gloom. If you’re able to manage a presence on Threads without it eating into your time or sanity—perhaps through the automation of scheduling tools like Hootsuite, some of which now support posting to Threads—then why not? Having a footprint on emerging platforms can offer unexpected benefits, from reaching untapped segments of your audience to simply being where your competitors aren’t.

Threads is just one of many platforms vying for our attention. And while it may not be the belle of the ball right now, the digital world is anything but static. Today’s ghost town could be tomorrow’s gold rush, and staying adaptable is the name of the game.

Or maybe it will go the way of the Google Plus ghost. It’s hard to tell at this point.

For now, my advice is to keep an eye on Threads. If you can engage there without diverting too much from your main strategy, it’s worth staying on for now. After all, in the realm of social media, being present is half the battle. The other half? Engaging content that resonates with your audience—wherever they may be.

Who knows? Threads might just surprise us all.