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First Look: The Impact of Threads

Meta launched Threads, a text-based Twitter rival, on July 5, 2023. We surveyed over 1,200 U.S. social media users to help understand adoption, usage and awareness of the new app during its first 10 days.


  • 54% of social media influencers have already posted a sponsored post on Threads.
  • Gen X was most likely to join, with 36% of those ages 45-60 creating an account.
  • 67% of continuing Threads users say they have been using the app more frequently than when they first signed up.