Advertisers are eagerly watching how Meta's new Threads messaging app develops over the next few months as they look for a new social channel to reach consumers while Twitter continues to struggle. Meta is currently more focused on building the core Threads product as opposed to monetizing the app, Instagram head Adam Mosseri has said in various interviews and a post on Threads. "It's the most instant onboarding experience I've ever experienced in the history of my career, and my entire career has been in social," Tipograph said. Although it was easy for current Instagram users to create Threads accounts, he said, it's unclear how active they will be on the service. Since Threads is so new, it's unclear which kind of audience Threads is attracting, Tipograph said.