Brian Moller, known as B Mo the Prince, has become a popular user of Meta’s Instagram Threads, describing himself as a “master threader.” Moller, a radio personality and comedian, has amassed a large following on social media platforms like TikTok, Instagram, and YouTube. However, he never found success on Twitter due to the platform’s reception of his jokes and comedy sketches. Threads, on the other hand, has quickly gained popularity, surpassing 100 million users in its first week. Moller sees Threads as a potential way to reach a broader audience and is hopeful that the app will continue to grow and engage users with his content.
While Threads has seen initial success, it is already experiencing a drop in engagement, according to analytics firms Sensor Tower and Similarweb. Creators like Caspar Lee, who has over 6.6 million subscribers on YouTube, believe that Threads lacks essential features to help them expand their audiences beyond their existing Instagram followers. The app currently does not allow users to search for topics or hashtags, and there is no desktop version available.
Meta is positioning Threads as a kinder alternative to Twitter, focusing on entertainment and lifestyle content rather than news and politics. Instagram CEO Adam Mosseri believes Threads can cater to users interested in fashion, sports, music, and beauty who have not found like-minded communities on Twitter. Many users, including Moller, find Threads to be a more welcoming and less argumentative platform compared to Twitter. However, some creators, like fashion influencer Marcel Floruss, are still unsure how Threads can benefit them and are hesitant to prioritize it over other platforms where they already have a strong presence.
Meta has rolled out updates to Threads, including features that make it easier to see followers and a translate button for text in other languages. However, there are still key enhancements needed that would help creators build their audiences and participate in trending topics and conversations. As of now, creators cannot monetize their presence on Threads, and it remains to be seen if the app can provide opportunities for advertising and promotion.
While Threads has potential, creators believe that YouTube remains the best platform for building lasting careers due to its longer attention span and ability to engage viewers. Twitter, on the other hand, is trying to gain relevance among creators by paying verified users when ads are served in their conversations. This monetization opportunity could attract micro-influencers and nano-influencers who have established some recognition in specific communities.
In conclusion, while Threads has seen initial success, it still needs to address key enhancements and monetization options to keep creators engaged and draw in a larger audience. Creators remain skeptical and prefer to focus on platforms where they have already established relationships and monetization opportunities.
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