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The hype surrounding Meta’s shiny new platform has met an awkward reality. Brands, once quick to establish their Threads strategy, tone of voice and regular posting cadence, are scaling back their Threads content.
Brands like Anthropologie and Wendy’s last posted to Threads a week or more ago, while makeup brand Rare Beauty posted six days ago. Despite its slowed cadence, Wendy’s hasn’t made changes to its overall Threads strategy, the brand told Adweek. The other brands did not respond before press time.