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.
Instagram Threads debuted last week and has amassed over 100 million sign-ups, which has caught the attention of numerous companies, several digital marketing agencies and industry experts told CNBC.
Natasha Blumenkron, the vice president of paid social for marketing firm Tinuiti, said that Threads has become the topic du jour for her company’s clients, who are trying to figure out how the messaging app fits into their existing social media strategies.
Many businesses that have stopped advertising on Twitter over brand-safety concerns, including the reported increase in racist and hateful speech on the platform under the ownership of Tesla chief Elon Musk, are excited about the possibility of advertising on Threads once that option becomes available, Blumenkron said.
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. Many popular features that are common to other social apps, like the ability to use hashtags or read posts in chronological order, are not currently available, and Mosseri has said that his team is working to incorporate some of those tools.
Blumenkron explained that many brands are interested in the potential for Threads to add more features like chronological feeds and the ability to search for hashtags. These features can be helpful for companies to ensure that their posts are being shown to the right audience and helps them understand which trending topics could inform their content.
“When we think about playing in the paid space, brands really just want to make sure that their content is reaching relevant audiences,” Blumenkron said. “You’re paying to play at the end of the day, and you want to make sure you’re where it makes the most sense.”
Rachel Tipograph, the CEO of marketing technology firm MikMak, said that her company’s clientele of consumer product firms and retailers are also interested in advertising opportunities on Threads, as they consistently try to “find new eyeballs,” particularly as Twitter’s brand safety problems have continued to increase.
MikMak was able to deduce that many of the company’s clients significantly pulled back on their Twitter advertising spend based on how much traffic the firm records from the paid advertising campaigns it helps manage for customers, she said.
For example, MikMak logged a 42% decline in Twitter traffic between April and May, indicating that companies were pausing their paid advertising campaigns. When former NBCUniversal global advertising chief Linda Yaccarino became Twitter CEO in June, MikMak recorded a 21% increase in Twitter traffic, suggesting that for some brands, the longtime advertising executive’s arrival at Twitter caused some companies to increase their spending, Tipograph said.
It’s too early to tell whether the debut of Threads will impact Twitter’s advertising sales as of now, Tipograph added.
Besides Threads’ increasingly growing user base, Tipograph said that companies are interested in Threads because it shares similar backend administration tools to Instagram, meaning that corporate social media managers could have an easier time using the platform. Additionally, companies that already have Instagram accounts can essentially port their followers over to Threads rather than building an audience from scratch.
“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.
Still, Tipograph believes that in order for Threads to have a major impact on online advertising, it’s going to need users who regularly interact with each other on the site, which could be quantified by the number of daily active users, an established marketing metric.
For Tal Jacobson, the incoming CEO of digital advertising firm Perion Network, “the number of sign-ups doesn’t mean a lot.” 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.
“The number of conversations is really the number you need to look for,” Jacobson said, regarding which statistics would be most helpful for advertisers.
Since Threads is so new, it’s unclear which kind of audience Threads is attracting, Tipograph said. Companies will be watching to see if the messaging app attracts a different type of audience than merely existing Instagram users, which will impact their marketing plans, she added.
Instagram’s Mosseri recently said that Threads will not actively promote discussions around news and politics, and the company believes that catering to topics such as fashion and sports would be less divisive. Because of this, some of Twitter’s core audience, who use the service to keep up with the rapid-fire nature of news and politics, could be less interested in using Threads, if the platform is geared towards lifestyle and entertainment.
Even if Threads doesn’t capture an audience interested in news and politics, it could still be a good business for Meta, according to Brian Wieser, a media consultant and former technology analyst. The total addressable audience for entertainment and lifestyle content may be much larger than the number of people interested in hard news, which could be a “a better business” to focus on and less of a reputational risk, Wieser said.
Wieser believes it’s possible for Threads to represent “a nice, incremental multibillion-dollar business” for Meta if it’s able to keep users glued to the service, and if it doesn’t morph into a video app that’s indistinguishable from others.
Angelo Carusone, the chairman and president of the Media Matters for America nonprofit, said that if Instagram chooses to focus on more lifestyle content than hard news, it won’t have the same relevancy as Twitter to influence national and global affairs.
“It might have commercial viability, but it wouldn’t have any real relevancy,” Carusone said.
Media Matters and other groups including the Free Press and Accountable Tech urged advertisers to stop spending on Twitter when Musk took over last fall, citing an increase in hate speech and other concerns.
Although Threads may not currently have the same amount of offensive content on its service that drives away users and advertisers, Carusone said that it’s possible that the same bad actors and trolls who have increased their activity on Twitter could do so on Threads.
Carusone noted that Nick Fuentes, a live-streamer and outspoken antisemite who was banned from Instagram in 2019, recently said that he created a fake Instagram and Threads account and urged his viewers to “blow up and red pill some people on there.”
If Meta isn’t prepared to handle users intent on spreading misinformation and divisive content on Threads, the messaging app risks alienating advertisers in addition to users, Carusone said, adding that Meta isn’t free from the issues plaguing Twitter, particularly after Meta’s layoffs on its trust and safety teams.
“My point is that Threads basically magnifies a problem that Instagram has [that] Facebook has never solved,” Carusone said. “And I think that is a real thing.”
Mark Lenhard, CEO of U.K.-based remittances platform Zepz.
Lukas Schulze | Sportsfile for Web Summit via Getty Images
LONDON — British digital remittances company Zepz is laying off dozens of IT workers and is in the process of closing down business units in Poland and Kenya.
Roughly 200 staff members will be impacted by the redundancy measures, two employees who were made redundant told CNBC, asking to remain anonymous due to the sensitivity of the matter.
As of January, London-headquartered Zepz — formerly known as WorldRemit — had a global headcount of 1,000 people, meaning the redundancies affect around 20% of its total workforce.
The layoffs affect several IT functions at the company, including database administration, development operations and software engineering, the former employees said.
Zepz confirmed to CNBC that it was reducing headcount in order to “sustainably support the next phase of long-term strategic goals and continued growth.” The company declined to comment on the number of employees impacted by the layoffs, with a spokesperson explaining that the redundancy process was ongoing.
“Following the successful completion of its replatforming efforts, bolstered by advanced automation and AI, Zepz has embarked on a strategic initiative to optimise operations across the organisation,” a Zepz spokesperson told CNBC by email.
“This transformation has reinforced the technology foundation and reduced the need for certain operational and technical capacities, prompting a proposed reduction in roles as part of the overall plan,” the spokesperson added.
Zepz has been touted as one of Britain’s fintech darlings. The company was founded by Ismail Ahmed, a Somalia-born British entrepreneur who fled the country during the Somali Civil War. Ahmed today serves as the company’s non-executive chairman.
The group was renamed Zepz following the acquisition of money transfer platform Sendwave in 2020, with the brand and WorldRemit coming under one parent company.
‘Difficult choice’
CNBC obtained a company memo announcing the cost-cutting measures shared by Zepz CEO Mark Lenhard internally in January.
“Today we are announcing a very difficult decision — proposed reductions in our team across all HQ functions, and most regions. And specifically we are proposing the closure of our Kenya and Poland employing entities,” Lenhard said in the memo.
Zepz touts itself as a “remote-first employer,” with regional offices in Kenya and Poland.
“This is a difficult choice, which impacts the lives of our colleagues and friends. This is also a choice which is critical to the success of our mission to serve immigrants everywhere. Both facts are true, at the same time,” Lenhard said.
“To be clear, this is not a change of strategy. We’re doubling down on our mission in an effort to expand our impact faster,” he added. “In some places, this will mean we’ll need to continue to ruthlessly prioritize. In others, we’re going to get more efficient. In many cases it will involve rethinking how we do things today.”
Zepz’s spokesperson insisted that the IT worker layoffs “will not impact customers in any region or market,” and added that the firm “remains committed to its mission of serving migrants worldwide, driving innovation, and delivering meaningful financial solutions to millions globally.”
This isn’t the first time Zepz has cut a spate of roles to save on costs. In 2023, Zepz laid off 420 employees, which accounted for about 26% of its global headcount at the time. Later that year, Zepz slashed a further 30 roles across its people and marketing functions.
Zepz has long been touted as a potential IPO candidate, but a timeline for this is unclear. Counting the likes of Accel, TCV and Leapfrog as investors, the startup was valued at $5 billion in 2021. The company announced a $267 million funding round last year.
Zepz faces competition from several notable digital payments players including PayPal, Wise, Revolut and Remitly.
The logo of SoftBank is displayed at a company shop in Tokyo, Japan January 28, 2025.
Issei Kato | Reuters
SoftBank Group posted a surprise quarterly loss Wednesday as investments under its Vision Funds fell into red. The Japanese company’s revenue also missed analysts’ estimates.
Here are Softbank’s results compared with LSEG SmartEstimate, which is weighted toward forecasts from analysts who have been more consistently accurate:
Revenue: 1.83 trillion yen vs. 1.84 trillion yen
Net loss of 369.17 billion yen ($2.4 billion) vs. a profit of 298.53 billion yen
The company’s Vision Fund investments clocked a loss of 352.75 billion yen for the quarter ended Dec. 31. They had posted a gain for the preceding two quarters.
The broader Vision Fund segment — which factors in administrative costs, fluctuations in currency, among other things — reported a loss of 309.93 billion yen during the quarter.
SoftBank reported a 2.1% quarter-on-quarter drop in its Vision Fund 1 public portfolio companies, primarily due to a decline in the share price of e-commerce company Coupang, while the value of its investments in private companies dropped 3.3%. Overall, the fair value of SoftBank’s Vision Fund 1 portfolio companies declined by 2.8% from the previous quarter-end.
Vision Fund 2 fair value fell by 3.7% from the prior quarter-end. Decreases in the share prices of public companies such as EV-maker Ola Electric Mobility and warehouse automation firm AutoStore outweighed a jump in the stock of food delivery firm Swiggy following its November 2024 listing.
In recent years, SoftBank has made a number of high-value investments in companies that have struggled or marked down their valuations.
It is now repositioning itself to take advantage of the artificial intelligence boom, where players such as Nvidia have benefited from meteoric demand for chips and data center GPUs.
SoftBank is close to finalizing a $40 billion primary investment in OpenAI at a $260 billion pre-money valuation, sources recently told CNBC’s David Faber.
The new funding would see SoftBank surpass Microsoft as the artificial intelligence startup’s top backer, with OpenAI last valued at $157 billion by private investors in October.
SoftBank has already committed to spending $3 billion per year on OpenAI’s tech. The two companies also have announced a new joint venture called “SB OpenAI Japan,” which will market OpenAI’s enterprise tech exclusively to major companies in Japan.
SoftBank reported its quarterly earnings after trading closed at the Tokyo stock exchange. It’s shares gained 45% last year.
Sam Altman, CEO of OpenAI, speaks with French President Emmanuel Macron at Station F, during an event on the sidelines of the Artificial Intelligence Action Summit in Paris, France, Feb. 11, 2025.
Aurelien Morissard | Via Reuters
PARIS — Music was blaring and people were cheering at the Artificial Intelligence Action Summit in Paris on Monday as French President Emmanuel Macron declared France is “back in the AI race.”
The bold call comes after Macron touted a 109 billion euro ($112.8 billion) investment in AI in the country. But it also underscores Europe’s desire, led by France, to be a part of the conversation around AI leadership and innovation that has so far been dominated by the U.S. and China.
Europe has long been seen by its critics as a place that has regulated the tech industry too heavily to the detriment of innovation.
Though that image has not entirely been changed, there are some in the technology industry who think Europe is moving in the right direction.
“As a European region, at least, we are starting to see global leaders emerge, and that’s the thing we really need,” Victor Riparbelli, CEO of AI video company Synthesia, told CNBC in an interview on Monday.
There are a number of key companies in Europe, ranging from self-driving technology startup Wayve in the U.K. to OpenAI rival Mistral in France.
“So I think it’s great that we invest more in infrastructure. I don’t think it’s the sole solution to the problem. … But what I think is really great is that there’s political will to actually do something,” Riparbelli added.
‘Fork in the road’
Last year, economist and politician Mario Draghi released a report that urged more investment in the European Union in order to boost competitiveness.
Draghi’s report noted that there are innovative ideas, but startups are “failing to translate innovation into commercialisation, and innovative companies that want to scale up in Europe are hindered at every stage by inconsistent and restrictive regulations.”
Chris Lehane, chief global affairs officer at OpenAI, told CNBC on Monday that based on his experience at the AI Action Summit, there is tension between Europe at the EU level and the countries within it.
“You can get this sense that there’s almost this fork in the road, maybe even a tension right now between a Europe at the EU level that is looking at a fairly significant, heavier regulatory approach. And then some of the countries, a France, a Germany, a UK, though not technically the EU, certainly European, they’re looking to maybe go in a little bit of a different direction that actually wants to embrace the innovation,” Lehane told CNBC.
He said that previous AI summits hosted by the U.K. and South Korea have focused on the safety around AI, but the Paris edition has a change of tone.
“I think this conference, you’re beginning to see maybe a different definition or consideration, that perhaps the bigger risk right now is missing out on the opportunity,” Lehane added.
Europe the ‘referee’
Still, the image of Europe as a burdensome place for tech regulation has not been shaken.
The EU’s AI Act was the first major law in the world governing artificial intelligence to go into effect in 2024. It has been criticized by companies as well as individual countries such as France which have said that the legislation could stifle innovation.
“One of the metaphors I sometimes use you look at AI as a World Cup football match between the U.S. and China. And if all Europe is trying to do is be the referee, there’s two problems. One, they never win, and two, no one really likes the referee,” Reid Hoffman, the co-founder of LinkedIn and an investor at venture capital firm Greylock, told CNBC on Monday.
Christel Heydemann, the CEO of telecommunications firm Orange, told CNBC in an interview on Tuesday that there is too much regulation in Europe.
“So that’s that’s slowing us down, especially when you think about the potential of the European market,” Heydemann said.
She did, however, strike an optimistic tone on Europe’s position on AI.
I don’t think, in the end, it’s a race between U.S. and China. Actually, the president of the European Commission has been very clear, Europe wants to be a continent of AI, and the race is not over yet,” Heydemann added.