Posts tagged with "Instagram"

Captivating iris photography captures the unique galaxies within each of our eyes

June 18, 2024

We see the world through our eyes, but it turns out there’s a whole world to see within our eyes. Photographers like Mitchell Zeer—founder of Iris Photo—are lacing the spotlight on our mesmerizing orbs. Through macro photography, high-resolution images of our irises (the colored circle around our pupils) are transformed into otherworldly deserts and galaxies, reports My Modern Met.German e beginning to be used for identification and security purposes.

However, it is this distinctiveness that makes iris photography so intriguing. And unlike fingerprints, they are much more aesthetically engaging. In fact, each of our two irises is unique from the other as well.

We typically distinguish between eyes by color: brown, blue, hazel, grey or green. Yet the base of all irises is blue. The amount and type of melanin added to it determines which color the irises appear. A lot of eumelanin equals dark brown eyes, whereas just a slight hint of pheomelanin adds a yellow tint, causing green eyes.

These macro photos enhance the eye to such a degree that the colors seem to separate so you can see the blue and the melanin layered above it as two different colors. Zeer’s photographs also demonstrate that eyes of the same shade can look drastically different. The muscles and fibers of the iris create unique geographies that are then made more distinctive via the roughly 16 genes that determine melanin levels.

Despite seeming like a complicated task, photographing the eye and printing art prints takes only ten minutes at Iris Photo—a process that has been perfected since its inception.

Iris photography first became popular in Europe starting in 2012 when German photographer Felix Mayrl originated the process.

Zeer—who had studied photography and psychology—opened his business in 2019. “We believe that every pair of eyes tells a story, a narrative of depth and individuality waiting to be captured,” Iris Photo states. “Our passion lies in the artistry of preserving these tales, transforming them into stunning pieces of high-gloss artwork.”

Now, the Aussie company is opening franchises around the world with its first American outpost in Miami.

To keep up to date with new eye-catching additions, you can follow Iris Photo on Instagram.

Research contact: @mymodernmet

Gatorade revives iconic ‘Is It In You?’ tagline for largest-ever campaign

May 29, 2024

Gatorade is reviving its iconic “Is It In You?” tagline from the 1990s and 2000s as part of the PepsiCo brand’s largest-ever campaign, reports Marketing Dive.

The campaign is meant to combat the intense societal pressures placed on the latest generation of athletes and is rooted in a 60-second ad narrated by longtime brand partner Michael Jordan with appearances from athletes including Caitlin Clark and A’Ja Wilson.

The spot debuted during the NBA Western Conference Finals on May 28. The campaign will run throughout the summer with additional marketing spanning social media—including custom filters on Snapchat and Instagram, and billboards in cities nationwide.

The move seeks to address the shifting pressures and distractions faced by athletes today versus three decades ago—with 53% of Gen Z athletes who stopped playing sports reporting that they did so because of external factors like social pressure and unrealistic expectations.

Accordingly, the revival of the brand’s iconic tagline—first popularized with ads showcasing NBA legend Jordan dripping in Gatorade-colored sweat—reintroduces the concept of “it,” or what the brand defines as the “inner drive that fuels greatness.”

The campaign’s 60-second spot, “It Hasn’t Changed,” is narrated by Jordan, also the brand’s longest-standing athlete partner, and serves as a reminder to athletes that greatness isn’t about aspects like hype, clout or likes, but one’s own determination.

“The return of ‘Is It In You?’—our biggest campaign of all time—is about acknowledging how much the sports landscape has changed, while reminding athletes that one thing hasn’t: the inner drive that fuels you,” said Gatorade Chief Brand Officer Anuj Bhasin.

Research contact: @marketingdive

Did Emily Ratajkowski just invent ‘divorce rings’?

March 25, 2024

Model and actress Emily Ratajkowski knows how to turn diamonds into… even more diamonds. The model has taken one of the most sentimental yet bittersweet pieces of jewelry from her closet and transformed it into a statement of strength and independence, reports Bustle.

On March 19, EmRata debuted her new “divorce rings” on Instagram. It turns out she used her engagement ring from ex-husband Sebastian Bear-McClard—whom she divorced in 2022—to make two new rings that signify her newfound freedom.

EmRata posted a slideshow of photos showing off her new bling, tagging jewelry designer Alison Lou, who helped with the transformation. The pear-shaped and princess-cut diamonds now sit on their own gold bands.

In a new interview, Ratajkowski told Vogue that the rings “represent my own personal evolution” following her breakup. “I don’t think a woman should be stripped of her diamonds just because she’s losing a man,” she quipped.

She said the idea came to her after reading her friend Stephanie Danler’s essay “The Unravelers,” mentioning her grandmother’s “snake ring,” which includes every stone from the rings of her previous marriages.

“I loved the idea of a ring unabashedly representing the many lives a woman has lived,” EmRata said.

Naturally, Rihanna was also an inspiration—specifically, a piece of $600,000 jewelry the singer owns. “I was very inspired by Rihanna’s diamond pinky-toe ring,” EmRata said. “I liked the idea of my former wedding ring ending up on my pinky.”

EmRata got the wedding; then, the ring. After tying the knot in February 2018 with just simple gold wedding bands, Bear-McClard came through with a proper engagement ring four months later. Ratajowski debuted the bling on Instagram in June 2018, showing the two stones sitting side-by-side on one golden band, which matched her wedding ring.

Given that the engagement ring came later, Ratajkowski had the time to be hugely involved in the design process, to make sure it was exactly what she wanted.

“We liked the idea of two stones instead of one and spent a long time looking at rings with multiple stones for inspiration,” she told Vogue at the time. “At one point it included a ruby as the second stone, [but] ultimately we loved the idea of the femininity of the pear contrasted with the architecture of the princess.”

Research contact: @bustle

A runner saw a dog stuck near a 1,000-foot cliff. He carried her down.

March 11, 2024

Sergio Florian was out for an evening run up a mountain on Oahu’s east side when something caught his eye: a white and gray dog curled up near the edge of a 1,000-foot cliff. The dog was in distress, reports The Washington Post.

“I was shocked to see her because I’ve never seen a dog up that high,” said Florian, 44, who trains for marathons on steep trails behind his home in Kaaawa, Hawaii, once or twice a week.

The dog was dehydrated, and her face and neck were covered with scratches, he said. Florian immediately realized she was too weak to make it down the steep Pu’u Manamana trail without help.

“She was in the most treacherous part of the trail, stuck between two cliffs, and it was almost sunset,” he said, adding that there were drop-offs in all directions.

He called out to the dog and slowly approached her.

He knew that he would have to carry her the half mile down the most vertical portion of the four-mile trail. Florian gently scooped up the canine—he estimated the dog weighed about 45 pounds—and began working his way down the rocky trail as strong winds swirled around them.

“She was quivering and scared, and I could feel her warm little underbelly on my skin as I hooked my arm around her,” Florian said, recalling the day, February 28. “She seemed really tame and loving, but she was really weak, like she’d been up there for a while.”

Florian didn’t know at the time that the dog’s name was Stevie and she’d been missing for three days since taking off to chase a wild pig. The feral pig population has skyrocketed on Oahu in recent years.

Hours before Florian’s hike, another hiker had come across the dog but couldn’t get her down by himself, and he posted about it on the Oahu Hiking Community private Facebook page.

“People had already heard about the dog and were trying to find the owner, but I had no idea any of this was going on,” Florian said. “All I knew was this poor girl needed help and it was up to me to get her down.”

“Leaving her wasn’t an option,” he said.

It took him about an hour to carefully work his way down the mountain while balancing the dog in his arms so he wouldn’t fall, he said, noting that there are sheer cliffs on parts of both sides of the trail.

“The lower part of the trail is more popular—lots of people go there to take photos of the spectacular view,” Florian said. “Not many people go higher up because it’s quite dangerous. If you fall, you’re pretty much done.”

“I have fear and respect for the place, but I feel comfortable with it because I’ve been training here for so long,” he added. “I know where I’m putting my feet as I go up and down.”

Florian said he works as a physical therapist and helps people with spinal injuries to learn to walk again.

Above, Florian gently scooped up the tired and weak canine — he estimated the dog weighed about 45 pounds — and began working his way down the rocky trail . (Photo source: Sergio Florian)

“My arms are really strong because I’m lifting people all day,” he said. “There aren’t a lot of people who could have carried that dog, but I knew that I could.”

He said he stopped several times on the way down to rest with the pup and reassure her that she’d soon be safe.

“I just kept telling her, ‘It’s okay, girl, you’re doing great,’” Florian said. One of the videos he took during the ordeal shows him petting the dog, saying, “I don’t know whose girl this is, but we’ve got to find out.”

On the steepest part of the descent, he held on to the cliff with one hand and held the dog close to him with the other hand as he scooted down on his behind, he said.

“I really had to balance myself and hold her on top of me,” he said. “I tried not to move too fast so she wouldn’t get freaked out.”

It was around 6 p.m. when he reached the bottom of the trail and took the dog to his house. His wife, Dayane Florian, had seen posts about Stevie on social media, and she helped to track down the owner, he said. Island News reported on the rescue.

“While we waited for [the owner] to come over, we gave Stevie lots of water and some food,” Sergio Florian said. “She’s such a nice dog—hated to see her leave.”

The owner did not respond to a request from The Washington Post for an interview, but Florian said he thanked him for getting his dog back.

“I felt I developed a little bond with Stevie out there on the trail, and I’d love to see her again,” he said.

That night after the rescue, Florian posted on Instagram that his arms were aching from carrying Stevie, but his heart was full. More than 24,000 people have liked the post.

“I couldn’t leave another living creature in distress like that,” he wrote. “Love happy endings.”

Research contact: @washingtonpost

Leopard layers and a load of gold: Say hello to the ‘mob wife’ trend

January 24, 2024

As The Sopranos celebrates its 25th anniversary, a new audience has embraced its style via TikTok. Out are the cutesy “tomato girls” with their full skirts and raffia basket bags. Gone are the gentle linen-clad “coastal grandmothers”.

In their place comes a woman with a whole lot more bada bing, reports The Guardian. Dubbed the “mob wife aesthetic”, the look involves massive fur coats, glossy leather, clashing animal prints, coiffed hair, and stacks of gold jewelry.

To celebrate the big anniversary, HBO has launched an official Sopranos TikTok account featuring condensed 25 second recaps of all 86 episodes. This has led to a whole new generation—many who weren’t even born when the show first aired—discovering it, with many homing in on the female characters’ gaudy style.

On the secondhand shopping platform Depop, searches for leopard print are up 213% and gold hoop earrings up 70%, as Gen Z and Alpha try to emulate Carmela Soprano and Adriana La Cerva.

This week, film director Francis Ford Coppola even got involved. On Instagram, he posted a still of his sister Talia Shire dripping in diamonds as Connie Corleone and Diane Keaton in pearls as Kay in The Godfather with the caption “I hear the ‘mob wife aesthetic’ is making a comeback…”

It’s not just fictional characters that are being referenced. The daughter of the convicted killer and boss of the Gambino crime family John Gotti, Victoria Gotti – who is said to base her flashy clothes and long tousled blonde hair on the Italian fashion designer Donatella Versace—is being hailed as style leader. Images of Renee Graziano, the daughter of Anthony Graziano, the former Bonanno family consigliere whose stars in the reality TV show Mob Wives, also pops up on numerous mood boards.

Last week, Nunzia Giuliano, daughter of the 80s mafia boss Carmine Giuliano, even tapped into the trend by launching a perfume named after her father. Dubbed ‘O Liò’, an abbreviation of his nickname ‘O Lione’, the first batch sold out within days. “By buying this fragrance you are showing respect to my father because you received respect from him,” Giuliano shared in a video to her 15k followers.

How to get the look

  1. The fake fur coat

While real mob wives pass down floor-sweeping furs as family heirlooms, the younger TikTok generation prefer fake. While these are cruelty free, they are made from petroleum-derived fabrics which contain microplastics, so choose a simple version that won’t date. Better still, scour pre-existing fake furs at your local charity shop or online.

  1. The sunglasses

Oversized frames with a flashy designer logo are key here. Sunglasses, Gucci

  1. The jewelry

Channel Carmela Soprano with chunky gold hoops and layers of chain necklaces. But leave the cornicello, a traditional Italian talisman, to the Sicilians. Gold hoops, Astrid & Miyu

The luxe tracksuit

Swap your beige track pants for what insiders call a “Bensonhurst tuxedo.” See Juicy Couture’s embellished versions.

While TikTokers embracing the aesthetic get dressed up to capture content over chequered tablecloths and steaming bowls of vongole at their local trattoria, it’s funerals, weddings and the courtroom where real mob wives flaunt their style. Clare Longrigg, author of Mafia Women, describes it as a “hutzpah” [or “chutzpah,” derived from the Hebrew word, “ huspah”], meaning “audacity.”

“There is so much performance involved in being a mafia wife,” says Longrigg, who points out how clothing is used as a signifier of power. “You can’t show any weakness. It’s brash and it’s bold and it’s all part of keeping up a front.”

Juliet Polcsa, the costume designer for The Sopranos, describes the renewed interest in Carmela Soprano’s style as “flattering but baffling”. To hone Carmela’s look, Polcsa spent time observing shoppers at malls in New Jersey rather than real mob wives. Polcsa describes Carmela as a “nouveau riche suburban housewife.”

“She didn’t have the sophistication of someone wealthy, but she had money. It was 1999 and fashion had a specific theme. Matchy-matchy outfits, jewelery, nails and hair were very important,” she said.

The Italian-American author Sarah Arcuri, who has earned the moniker “Mob Wife Aesthetic CEO” on TikTok thanks to her wardrobe and makeup tutorials, says the glamorous style is something she has grown up with. Based in New Jersey, her family originally hail from Sicily, with Arcuri explaining how her mother and grandmother instilled in her from a young age the importance of looking “put together”.

“It’s flattering that people want to dress like us now. But I think some people are confusing it with a costume. It’s not. A the end of the day “Mob wife aesthetic” is just another word for 80s glam,” she said.

Research contact: @guardian

Sydney Sweeney fixes up a Ford Mustang in ad campaign championing women in auto sector

December 8, 2023

When auto brand Ford partnered with Sydney Sweeney—the star of Euphoria and The White Lotus—to launch a women’s workwear collection in March, items began selling out in less than 36 hours. The success inspired the brand and Wieden+Kennedy New York to expand on their partnership, with an advertising campaign aiming to break barriers for women in the automotive sector, reports Adweek.

The initiative launches with a film showing Sweeney working on her 1964 Ford Mustang. Dressed in the Ford x Sydney Sweeney denim coveralls, which are manufactured by Dickies, she replaces a spark plug and air filter, and changes the car’s oil.

In a second film, she sports the collection’s new T-shirt and corduroy hat as she replaces the car’s brakes. Sweeney comes from a family of mechanics and has documented her work restoring a 1969 Ford Bronco on her TikTok channel, @syds_garage.

“We learned that a lot of people, a lot of women, and not just auto enthusiasts, are captivated and inspired by this extraordinarily authentic partnership,” Ford Marketing Communications Manager Erica Martin told Adweek. “They love getting a glimpse at a new side of Sydney and of Ford.

“This time, we aimed to simply do more of what was so successful—hanging out with Sydney (and her dog, Tank) in her garage while she gets her hands dirty and pursues her passion.”

While the auto industry is typically male-dominated, Ford wants to inspire more women with passion for the space. The brand is releasing a digital lookbook featuring step-by-step instructions for basic vehicle maintenance and pictures of the apparel modeled by female auto restoration influencers, including Adri Law and Gelica Peralta.

The lookbook and tutorials from Sweeney will be shared in Instagram carousels and story highlights directing consumers to buy the line at merchandise.ford.com.

“Anytime we can show up in a relevant way, in unexpected places for an automotive brand, that’s a win,” Martin said. “It’s all about harnessing the power of pop culture, of Sydney, to get in front of new audiences and drive conversation about Ford in social and in the media. And it would be great if the merch sold out again, too.”

Research contact: @Adweek

Facebook, Instagram will allow political ads that claim the 2020 election was stolen

November 17, 2023

Meta will allow political ads on its platforms to question the outcome of the 2020 U.S. presidential election—part of a rollback in election-related content moderation among major social media platforms over the past year ahead of the 2024 U.S. presidential contest, reports CNN.

The policy means that Metathe parent company of Facebook and Instagramwill be able to directly profit from political ads that boost false claims about the legitimacy of the 2020 election. While the company will allow political advertisements to claim that past elections, including the 2020 presidential race, were rigged, it will prohibit those that “call into question the legitimacy of an upcoming or ongoing election.”

The change is part of a year-old policy update but has not been widely reported. The Wall Street Journal reported that Meta’s ads policy had changed on Wednesday, November 15.

Meta says the policy allowing 2020 election denialism in political ads was part of an August 2022 announcement about its approach to last year’s midterm elections, when the company said it would prohibit ads targeting users in the United States, Brazil, Israel, and Italy that discourage people from voting, call into question the legitimacy of an upcoming or ongoing election, or prematurely claim an election victory.

That same month, Meta told The Washington Post that it would not remove posts from political candidates or regular users that claim voter fraud or that the 2020 election was rigged.

Meta’s broader electoral misinformation policy continues to prohibit content that could interfere with people’s ability to participate in voting or the census, such as false claims about the timing of an election, according to the company.

“We wish we could say we were surprised Meta is choosing to profit off of election denialism, but it seems to be a feature of theirs, not a bug,” TJ Ducklo, a representative for the Biden campaign, told CNN in a statement about Meta’s ad policy. “They amplified the lies behind the ‘stop the steal’ movement. Now they’re coming for its cash. Joe Biden won the election in 2020 clearly, unequivocally, and fairly—no matter what Meta choose to promote.”

Meta did not immediately respond to a request for comment on the Biden campaign’s statement.

Seprately, Meta said earlier this month that it would require political advertisers around the world to disclose any use of artificial intelligence in their ads, starting next year, as part of a broader move to limit “deepfakes” and other digitally altered misleading content.

The company also said it would prohibit political advertisers from using the its new artificial intelligence tools, which help brands generate text, backgrounds, and other marketing content.

Research contact: @CNN

Colleges teach influencer courses as creators earn $100,000 a year

November 16, 2023

You may notice as you scroll through Instagram or TikTok that a young person is gushing about a cool new product that has made his or her life immeasurably better. Some of those people may be getting paid for that—and colleges are now offering courses to attract students interested in pursuing careers in the emerging field of social influencing, reports Newsweek.

The phenomenon is growing and attracting more entrants as it becomes more lucrative. In April, Goldman Sachs estimated that, over the next five years, the global “creator economy” would grow from $250 billion to $480 billion. The investment bank said that about 4% of creators worldwide earn a decent living, generating income upwards of $100,000 a year.

As more creators and influencers get in on the action, the competition for eyeballs is growing—and those who can build sizeable audiences will flock to places they can choose to work for platforms that can make them money.

“As a result, we expect some element of a ‘flight to quality,’ whereby creators will prioritize platforms with stability, scale, and monetization potential,” Eric Sheridan, Goldman’s senior equity research analyst, says.

Colleges are offering to train those interested in turning their social media presence into money-earning platforms.

UCLA Extension, for example, has a class for Fall 2023 that promises to teach students “how to establish credibility as an expert” and “build a genuine and significant” following using “methods of promoting that expertise through media and messages that match talents and markets” for a $525 for five weeks of classes.

Other colleges have begun to offer such courses—and even majors—focused on training potential influencers, pointing to an interest among students for such training.

Duke University in North Carolina has had a course “Building Global Audiences”, that, according to Bloomberg, taught students how to build up their presence online. Natalia Hauser, who attended the class, told the outlet that she can make thousands from partnerships with brands and found the class helpful in becoming a better business person when dealing with companies.

“I don’t think people understand how much money is in this industry,” Hauser said. “It involves a lot of negotiation and business.”

Professor Aaron Dinin, who taught the class at Duke, believes this is where the world has evolved to as more and more people are glued to their phones and look for information via social media platforms.

“There’s a lot of entrepreneurial opportunity and a lot of reach,” he told Bloomberg.

Similar courses can be found at campuses around the country, such as at the

Robert Kozinets—who teaches “Influencer Relations” at the Annenberg School for Communication and Journalism at the University of Southern California—told ABC‘s Good Morning America in September that his classes look at influencers as a phenomenon and do not give specific instructions on how to be one.

“I don’t think you can teach someone to have that ‘je ne sais quoi’ charisma, and that stage presence,” Kozinets said. “I think what you can teach is the mechanics of some persuasion, understanding contracts, understanding the nuts and bolts of the industry, understanding how all those pieces fit together.”

Success in such an industry comes from the ability of influencers to strike deals with brands, with getting a piece of advertising share or the creation of their own brands for sales as being other avenues for revenue.

YouTube, one of the platforms popular with influencers, generated $35 billion last year for America’s economy through its “creative ecosystem”, according to Oxford Economics.

“YouTube’s creative ecosystem supported more than 390,000 full-time equivalent jobs in the US,” they said. Other platforms that tend to proliferate with influencers include video-friendly platforms, such as Meta‘s Instagram, Snapchat, and TikTok.

Goldman Sachs believes that “incumbent platforms” are more popular for creators.

“Goldman Sachs Research sees more creators moving to these platforms as competition heats up for their content and audiences—particularly as macroeconomic uncertainty impacts brand spending and as rising interest rates pressure funding for emerging platforms,” the investment bank said.

Research contact: @Newsweek

Travis Kelce could earn up to $10M thanks to the ‘Taylor Swift effect’

September 29, 2023

Travis Kelce is in his Taylor Swift era—and it could make the Kansas City Chiefs tight end as much as $10 million in off-the-field earnings, a sports marketing expert recently told Insider.

It’s estimated Kelce currently makes around $5 million a year in off-the-field earnings, and I wouldn’t be surprised if he doubles that number,” says Bob Dorfman, the Creative Director at marketing agency Pinnacle Advertising, according to the outlet.

“Kelce was already one of football’s most successful endorsers before his hot romance, but now he’s sizzling hot—swiftly grabbing the attention and buying power of a whole new fan base and demographic.”

The 33-year-old “Blank Space” singer has a notoriously loyal —and large—fan base, the “Swifties,” who have been anxiously awaiting the hard launch of Swift’s rumored relationship with Kelce and were overjoyed when the pop icon took sports headlines by storm over the weekend.

Since Swift appeared at the Chiefs-versus-Chicago Bears game on Sunday, September 24, Kelce saw a 400% increase in merchandise sales in the 24 hours after the Chiefs’ 41-10 victory, skyrocketing his No. 87 jersey into the NFL’s top-five best sellers — a result of the so-called “Taylor Swift effect.”

Since Swift appeared at her rumored beau’s game on Sunday, Kelce’s jersey has been among the NFL’s top-five best sellers, and he gained over 300,000 followers on social media.

Thanks to the NFL Players Association, players receive a percentage of the revenue from their jersey sales and any other merchandise that bears their name, image, and likeness.

Although the terms of Kelce’s royalty agreement with the league are unclear, revenue-sharing agreements could earn popular players millions.

Take Tom Brady, for example, who earned a record-breaking $9.5 million in group licensing and marketing income in the 12 months ending February 28, 2022, according to an NFLPA filing with the US Labor Department.

For reference, the player who earned the second-highest amount of royalties was Kansas City Chiefs quarterback Patrick Mahomes, who earned $3.3 million during the same one-year period.

Meanwhile, Kelce has also seen his social media reach grow by over 300,000 since Sunday.

“New Heights”—the podcast Kelce co-hosts with his older brother, Philadelphia Eagles center Jason Kelce —has jumped to No. 1 on Apple Podcasts and No. 2 on Spotify.

The two-time Super Bowl champ’s recent swell in online success could translate into to big bucks, as brands looking for endorsers pay up according to follower count and engagement.

Kelce’s Instagram, where he goes by @killatrav, boasts over 3.5 million followers as of Thursday, September 28—a figure that could have brands dishing out as much as $500,000 for a single post on Kelce’s feed, according to USA Today.

In addition, “New Heights” jumped to No. 1 on Apple Podcasts and No. 2 on Spotify.

Research contact: @InsiderNews

Meta launches web version of flagging Threads app

August 25, 2023

Meta has launched a web version of its “Twitter killer” social media platform, Threads, that can be used without an app, as it attempts to revive itself after a recent drop in usage, reports The Guardian.

The parent company of Facebook, Instagram, and WhatsApp launched the microblogging site in July—widely understood to be an alternative for users disillusioned with Elon Musk-owned Twitter, which has since rebranded as X.

Meta’s CEO Mark Zuckerberg, announced the release of the desktop version on Tuesday, August 22 with a photo of his younger self in his dorm room posted on Threads, captioned: “Actual footage of me building Threads for web. Rolling out over the next few days.”

The web browser functionality takes it a step closer to matching what X offers.

Threads experienced an initial boom in sign-ups after it was first launched on July 5, with 100 million new users registering within a week.

However, just three weeks later, the number of users who engaged with the site on a daily basis had dropped significantly. It had a peak of 49 million users shortly after its launch, but on July 22 that had fallen to 12 million active users, according to the Internet traffic analysts Similarweb.

Threads was launched during a period of instability on the then Twitter platform,  during which Musk instituting massive staff cuts, and changes to moderation enforcement and functionality that have prompted a backlash from users and advertisers.

Meta’s answer to Twitter was launched shortly after one of Musk’s widely criticised moves as owner—his decision to cap the daily number of tweets users could view on the platform.

Zuckerburg launched Threads as a new space for real-time updates and to have public conversations, and the interface is similar to X—where users can engage, repost, and like each other’s content.

Research contact: @guardian