Threads is Meta’s hope to rival Twitter—a text-based platform that imports a user’s existing following from Instagram. Despite explosive initial growth, engagement has slowed dramatically with a 79% decrease in active users this month. SparkToro surveyed marketers to gauge early sentiment. Here’s what they found:

• Most folks are keeping an eye on the platform. 78% of respondents claimed their personal Threads account, but only 33% claimed their company or brand’s Threads account.
• Leadership isn’t interested yet. Only 14% of all respondents reported feeling pressure to create a Thread strategy.
• Marketers aren’t ready to spend. 45% of respondents probably or definitely won’t advertise on Threads if Meta makes that option available.
• But Threads is not to be ignored. 45% of respondents said Threads will probably or definitely be a top 5 social platform in 3 years.

Check out the full report at SparkToro.

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Fashion influencer Emma Chamberlain is the latest brand ambassador for Beats by Dre, and she’s wearing two new far-out colors in this campaign: Cosmic Pink and Cosmic Silver. The Internet darling is sure to catch Gen Z’s attention.