
Published 13 July 2023
On July 5, Meta launched its Twitter rival Threads, a text-based microblogging platform, hoping to scoop up audiences searching for fresh conversation spaces. Its drop triggered a frenzy of migration activity among audiences and brands across social media as more than 100 million users joined within its first five days (TechCrunch, 2023).



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‘Passion tracking’ apps and online platforms cataloguing pop culture interests (e.g. film, books, gaming) represent a surging desire for an alternative to established social media, populated by hobbyist fans seeking depressurised, algorithm-free communion. We decode a scene offering a wealth of audience intel for...