Entertainment and lifestyle publishers were quick to join Threads when it launched on July 5, after Meta exec Adam Mosseri said the goal of the new social media site was “to make a vibrant platform without needing to get into politics or hard news.”
While it’s still early days for the new social media platform — seen by many as the latest text-based competitor to Twitter (now known as X) — lifestyle and entertainment publishers are taking a variety of approaches to their Threads strategies, with some prioritizing sharing visual content while others are focused on text and link posts.
For now, executives at Bustle Digital Group, Cosmopolitan, The Hollywood Reporter, Rolling Stone, Trusted Media Brands and World of Good Brands said they are still experimenting on the platform to see what kind of posts and content formats are getting the most likes and comments – the only real analytics publishers have to determine engagement on Threads due to the current lack of analytics at their disposal.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.