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    News publishers hesitate to commit to investing more into Threads next year despite growing engagement

    News publishers are cautious to pour more resources into Threads, the nearly six-month old X-competitor from Meta, and don’t have plans to do so in the near future as limited data available to their social and audience development teams makes it difficult to determine whether investing more into the platform is worth it.

    That includes three news organizations — including The Boston Globe, CNN and The New York Times — where execs said they were seeing engagement grow on Threads since its launch. All three declined to share data to back that up, citing the difficulty of measuring aggregate data on the platform. But other news publishers like the BBC and the Guardian U.S. have stopped posting from their main accounts on the platform, and are monitoring whether it’s worth investing resources into.

    For now, Threads remains a place for experimentation. News orgs are seeing what posts resonate with their audiences — judging by likes, replies and referral traffic, as no other metrics are available to them from Threads — as they look for alternative ways to connect with their audiences on text-based social platforms, especially as referral traffic and engagement on X (formerly Twitter) continues to fall. Meta does distinguish Threads traffic from its other properties, including Facebook and Instagram.

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