Brand Engagement

When Meta launched Threads, it was billed as a 'Twitter-killer' as 100 million signed up within days of launch. But just like other rivals to Twitter, Threads seems to be losing traction. New data apps tracking firm Sensor Tower indicates the hype has died down and Threads has seen a 20 per cent decrease in active users and a 50 per cent reduction in time spent on the app, from 20 minutes to 10 minutes. Twitter had seen about a 5 per cent decrease in traffic right after Threads' launch earlier this month. Threads isn't the only Twitter alternative to gain and lose traction. Mastodon saw millions of signups immediately after Elon Musk bought Twitter in a USD 44-billion deal. But since late last year, Mastodon has failed to keep users' interest. Bluesky, backed by Twitter's co-founder Jack Dorsey, has also piqued some interest but hasn't really caught up. Twitter has built its reputation around live breaking news, making it the go-to platform for millions during events -- political

With an aim to generate more engagement on its platform, tech giant Amazon is likely testing a TikTok-like vertical photo and video feed in its app internally.

Lessons from Hyundai row: Why brands should stay away from politics

The appeal of global brands cuts across religious, linguistic and national barriers. But some companies stir controversies by treading into politics. This report offers a peek into this tricky subject

Marketing Myopia: When Nirma was rising rapidly, grabbing a huge share of the middle-class washing market, HUL did not see it as real competition

Vivo, Vodafone, Make My Trip tops media engagement; Twitter hosted about 65% of brand-customer talks