Yes, it’s a duplicate of Twitter, and yes, it’s piggybacking off of Instagram to build its user base. But regardless of the framing, Meta’s new Threads app is still on track to become the fastest-growing app of all time, with over 30 million users now active on the platform and reports suggesting the tally could be upwards of 48 million. Ad Age spotted brands like Dunkin, Sephora, American Eagle and Pepsi on Threads soon after it launched. Smaller brands are also testing the waters, with Olipop, Three Wishes, Magic Spoon and theSkimm, among others, have joined, according to information shared with Markting Dive by Jennifer Bett Communications.
