We Are Social Asia’s Tuesday Tune Up


Threads now has 150 million users and new plans for the app leak

It’s been less than two weeks since Threads launched, and it has already achieved one-fifth of the weekly active user base of Twitter worldwide. Threads now has over 150 million downloads, which is 5.5 times faster than Niantic’s Pokémon Go, which had held the record for largest app launch title since its July 2016 debut. This is despite the fact that Threads is not available in all European countries due to privacy concerns around the app. Meta has confirmed it is blocking EU users from using Threads via VPN, but hoping to make the app available there in the future.

A 13 page document listing new features coming soon to Threads has been leaked by Business Insider, including plans to launch direct messaging – a feature that Head of Instagram Adam Mosseri, had previously said the app wouldn’t have. 

We’ve examined everything brands need to know about Threads and how to utilise opportunities in the app – check it out here.

TikTok and FIFA partner to boost Women’s World Cup visibility 

FIFA is partnering with TikTok to showcase coverage of the Women’s World Cup. During the tournament, which will take place between 20th July – 20th August, there will be a special section on TikTok for highlights, updates, exclusive behind the scenes footage, and the full match schedule that will span across Australia and New Zealand. TikTok has done sport deals in the past with MLS, the Women’s Six Nations and a campaign for the Women’s Euros. 

Twitter admits to having a Verified spammer problem and launches new DM settings

Twitter has announced a change to Direct Messages in an effort to cut down on spam in users’ inboxes. Starting from 14th July, the company will introduce a new setting in DMs that will move messages from Verified users you don’t follow back to your “Message Request” inbox instead of your main inbox. Only messages from people you follow will arrive in your primary inbox going forward, including for those who have their inboxes open to allow messages from anyone.

In other news:

Snapchat now lets you customise its AI avatar 🙎You can now create a new Instagram Channel directly from stories by choosing the Channels sticker. Instagram has started hiding Threads users IDs after releasing the new profile shortcut.