Twitter’s traffic has seen a nosedive since last Wednesday, when Meta rolled out its slick text-based platform, Threads. It’s like Instagram, but with text instead of pics. In other words, it’s exactly like Twitter. 

Boasting more than 100 million sign ups over the weekend, Threads is outpacing OpenAI’s ChatGPT in popularity. And it hasn’t even launched in Europe yet, where its user base is expected to explode.

Why people love it: users can sign up with their Instagram account and keep their username, which means they’ll already have followers. It’s easy, quick, and familiar.

Why it’s fab for content marketers: paid ads haven’t been intro-ed on Threads yet, which means it’s a red-hot opportunity to start building organic traffic. And if you’re familiar with Meta’s ad manager, moving brand messaging to Threads will be a breeze – and the followers are already there. So look out for that any-minute-now pitch from the Meta/Insta team.