Threads could be the missing link between brands looking to scale to new audiences and the untapped communities of the fediverse. But until Threads follows through on its commitment to join the fediverse, and marketers have a better understanding of what the fediverse is, that remains to be seen.
The fediverse, otherwise known as the federated universe, is basically a group of social media networks that operate independently while still being able to communicate with one another. Thus far, it’s home to apps like Mastodon, PeerTube and Lemmy. (Read Digiday’s explainer here or tune into the fediverse episode of the Digiday Podcast here.)
Backed by Meta’s infrastructure, Threads saw unprecedented growth when it first launched over the summer, surging to over 100 million sign-ups in the first week. Around the same time, the platform promised to join the fediverse, potentially connecting the flood of brands active on Threads to what could be the next frontier of social media.