Instagram to Host Focus Groups with Creators to Revive Interest in Threads

Instagram/Threads

Instagram will host focus groups with creators for Threads this month, according to The Information. These will be managed by Instagram's partnerships department, which handles non-advertising deals with media companies and creators. The focus will be on learning what will make Threads more appealing. This department reportedly has targets related to getting new creators onto Threads and retaining existing ones.

Why it Matters: Instagram's Threads strategy is a continuous work in progress. So far, most of the focus has been on product improvements, such as introducing a web experience, keyword search, and small integrations with Instagram to encourage users to use Threads.

By engaging with creators directly, Instagram will be able to gain first-hand insights from one of the most important user groups for any social media platform—the creators themselves. These conversations will not only uncover what features and tools creators desire, with a likely focus on monetization but will also help establish a stronger connection between Threads and its user base, which is currently lacking.