Meta’s new Threads: Is this a social media flash in the pan or real deal for pharma marketers?

When Shwen Gwee launched Ver­tex Phar­ma­ceu­ti­cals on Twit­ter in 2010, he pitched it as a one-month ex­per­i­ment. No one at the then-pre­com­mer­cial biotech knew much about the so­cial me­dia plat­form, and so Gwee asked for feed­back on Twit­ter at the end of the so­cial ex­per­i­ment to con­vince lead­er­ship the brand should be there.

Fast for­ward 15 years, and Gwee is hav­ing déjà vu. The lat­est so­cial me­dia chan­nel is Meta’s Threads — a text-based re­al-time pub­lic con­ver­sa­tion app sim­i­lar to Twit­ter — that launched two weeks ago. Threads quick­ly signed up more than 100 mil­lion users in less than a week. That’s about 20% of the Twit­ter pop­u­la­tion for those keep­ing score.

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