![]() ![]() many people saying things like, ‘Let’s talk shop: What are your must-haves? What do we need?” Concilio said. “I like that it has so many open discussions, especially in the beauty world. So I was like, ‘Is this gonna be like a BeReal or Lemon8, where I’m really excited at first, and then I just kind of forget about it?’ But I feel like Threads is actually here for the long run,” she said. Another app.’ Because as a creator, it’s already difficult to post on, Instagram, YouTube, TikTok, Twitter, all these platforms. ![]() Likewise, Concilio said Threads is valuable for beauty creators. On Sea Moss Girlies’ Threads account, Glavan shares memes, promotes the podcast and reposts followers sharing their own “sea moss girlie moments.” Those include midday Epsom salt baths, mental health walks and eating avocados. We want to see more moments throughout someone’s day - like, what does their wellness routine look like? What are the messy, ugly moments? Threads is a really good platform for community engagement in wellness,” she said. “We’ve been looking for a way to get engagement with our community, because Instagram liking memes and talking in the comment section. Quickly, Threads is proving fruitful for community building, she said. Glavan is also the co-founder of a social media-based wellness community and podcast called Sea Moss Girlies, which has 43,000 followers on Instagram and now 4,800 on Threads. It’s for sharing more of that everyday stuff.” ![]() … So when I was thinking about that Saks Potts top, Threads felt like the perfect platform. “Oftentimes, I don’t necessarily want to produce a whole photoshoot or video of something. … I’m not someone to do like a PR unboxing,” she said. “Sometimes on Instagram TikTok, it can feel like being a salesperson when I’m constantly mentioning products, and that’s something that I try not to do often. She questioned whether brands will soon be adding a Threads post as a deliverable when signing on influencers for big Instagram campaigns.įor now, Glavan said, talking about a product on Threads feels somehow less salesy than it does on other apps. Nicol Concilio, a beauty influencer with 362,000 followers on TikTok and 1.1 million on Instagram, has amassed 32,000 followers on Threads. On TikTok and Instagram, her partners include Hoka and Outdoor Voices. A week ago, she posted, “who wants to HMU to do the first brand deal ever together on threads !!! let’s make history.” A number of brands replied expressing interest, while one user wrote, “Pls keep this a safe space I beg of you.” Glavan has 113,000 followers on TikTok 34,000 on Instagram and nearly 4,000 on Threads. So far, those thoughts include musings on beauty products from Supergoop and La Roche-Posay, a report of a Barbie-core Saks Potts halter top purchase, and details of her wellness rituals, which include daily Epsom salt baths. She was hesitant to download yet another app, but after giving in, she realized it was the first time she had a “platform to issue my little thoughts,” she said. ![]() For Kate Glavan, a Gen-Z wellness and running influencer, Threads marks her first time using a text-based app - she’s never used Twitter. So, for now, it’s a place where they can post freely, without thinking about how something may look alongside a piece of sponsored content. The app is not yet monetizable for influencers. Influencers including Mikayla Nogueira (137,000 followers on Threads), Manny Gutierrez, aka Manny MUA (128,000 followers on Threads), and Tinx (50,000 followers) have all joined the app. The app is also emerging as a forum for short conversations, which are a cross between a lower-stakes Reddit thread and a more involved Instagram comments section. Others, however, are wholeheartedly - and rapidly - jumping in, with some seeing Threads as a place to unleash another, more unfiltered side of their personality. Among Threads’ users are a plethora of beauty and fashion brands and content creators, many of whom are still grappling with whether to embrace yet another new platform. ![]()
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