Since launch, I've been tracking some of the biggest brands to create a meta analysis for Threads. This chart doesn't represent all of the brands in my meta group, but it shows a few key trends:

Most brands saw a 40-50% increase of following over the weekend

Most brands are receiving around 7% of their current Instagram follow

It's split 50/50 with brands creating specific content for Threads vs. reusing content from other platforms

Brands that are using an irreverent tone of voice are performing better by engagement rate vs. brands sticking to messaging

Still a lot more to learn, but I'll be sure to keep collecting data as things unfold.

What would you like to know about Threads?