From maintaining momentum to navigating regulation and offering a brand safe environment, Meta has several hurdles to overcome to turn Threads into a sustainable revenue stream.

While Meta’s rollout of Threads was an overnight success, the tech company now faces the challenge of maintaining momentum by balancing brands’ desires while nurturing a distinctive and engaging platform for users.

Threads made history when it launched earlier this month and reeled in 100 million users within five days — the fastest growth any app has experienced.

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“Right now, the Threads feed is a free for all — what you follow, what you don’t follow — it’s hard sometimes to make sense of the noise,” says Joshua Lowcock, global chief media officer at UM Worldwide.

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