Threads app usage steadily waned and what it means for fashion

Source: Dado Ruvic/Reuters

From an initial high of whopping 2.3 million active users in early July, the buzz around the Meta-owned thread app has steadily declined. As of August, Threads is down to around 500,000 daily users. That's quite a drop. So, what does this mean for the world of fashion and social media marketing?

Many brands have jumped onto the trend of adopting Threads as their latest social media platform for advocating and marketing their brand image. As the user base declines, brands that initially adopted Threads for marketing may see a decrease in engagement with their content. With fewer users active on the platform, there are fewer opportunities for brands to connect with their target audience. And hence, many brands have already reduced the number of posts they publish on the platform.

This decline in Threads' popularity serves as a cautionary tale for brands looking to adopt new niche social media platforms. It highlights the risk of investing heavily in a platform that may not sustain its initial buzz. Therefore, while the current signs are concerning for Threads, it's not impossible for the platform to rebound or find a new niche within the fashion or social media landscape. Brands and marketers should continue to monitor the situation and be agile in their strategies to adapt to changing trends and platforms.