Threads, the ‘kinder’ answer to Twitter from Mark Zuckerberg’s Meta, burst onto the social media scene on 6 July.
Threads garnered 30 million sign-ups in less than 24 hours, making it the most rapidly downloaded app ever.
The mostly text-based app lets users respond to, repost and quote other people’s posts in a similar way to Twitter.
The software also allows users to share posts from Threads directly to Meta stablemate Instagram’s Instagram Stories.
Naturally, brands – beauty included – flocked to join Threads.
L’Oréal’s first post was an on-brand ‘Because you’re worth it’ sealed with a kiss emoji, while Estée Lauder apologised for being ‘Fashionably late. Like every great icon’.
But in a social media landscape dominated by the proven selling power of TikTok and Instagram, where does Threads fit in?