Social media managers immediately began crafting their first posts for the new text-based platform as millions of users flooded the app that is linked to Instagram. Over 30 million people signed up for Threads as of Thursday morning, Meta CEO Mark Zuckerberg shared on app, and brands have been eager to engage with this influx of consumers.
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In their first posts on the app, several brands nodded to the rush to join the platform and teased rival brands that they beat to the punch. Lyft, for example, compared itself to its competitor, Uber, across multiple posts, including one reading, “Goodmorning [sic] from the only threading rideshare app,” and another equating it to Threads and Uber to Twitter.