Allowing Instagram users to port their profile to Threads makes it easy for the new app to gain more traction, according to Matt Navarra, a social media consultant. This could be a selling point for advertisers and people who have fled Twitter.

“You can build up an audience fairly quickly,” he said.

Being built on the back of Instagram means Threads’ content moderation and copyright protection are already built in—something Twitter seems to grapple with.

“This signals to me a great opportunity for marketers at a fairly low risk,” said Navarra.

Threads could spur brands to have more hyperlocal conversations, fostering communities around individual stores or locations in a way Instagram or Twitter hasn’t, said Damian Rollison, director of market insights at SOCi. 

For example, Starbucks which has its main page on Instagram, could have a real-time capability to launch different pages on Threads that could support different stores and have conversations relating to that specific location. 

“The launch of Threads has already sparked privacy concerns, and that could have implications both for Threads’ rollout to consumers and its monetization strategy,” Enberg said.