As Threads continues to grow—Meta’s Instagram text-based platform amassed 30 million users in its first day of existence—brands are beginning to establish their strategies for social media’s new popular spot. The nascent platform has already attracted brands such as McDonald’s, CoverGirl and HBO.
American Eagle is one brand that stopped posting on Twitter late last year and is now all about Threads. A July 6 Tweet directs followers to American Eagle’s new Threads account. The Pittsburgh-based teen retailer surpassed 150,000 followers in the week after joining the Meta-owned platform, a number that continues to grow. Along with posts referencing Gen Z favorites such as “Sex and the City,” American Eagle is also interacting with other brands, including Alo Yoga, Revlon and DoorDash.
Below, Craig Brommers, American Eagle’s chief marketing officer, talks with Ad Age about why the brand is “letting it rip” on Threads. Responses have been lightly edited.