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What's the future of social media apps like TikTok and Threads in the restaurant industry?


In celebration of National Avocado Day July 31, Chipotle is hosting its first promotion – “Get in the Pit” sweepstakes – on the fledgling social media channel, Threads. The company claims to be the first major restaurant brand to host a sweepstakes on the platform, which first launched July 5 as an alternative to Twitter.

It’s too early to fully understand how brands will leverage Threads, which is part of the Meta suite of products, but it’s not too early to identify its potential. For context, 10 million users joined Threads in its first seven hours. According to Fast Company, it took Twitter over two years to accomplish that membership number. What’s driving this pace is simple: the app is linked to Meta’s Instagram, providing a built-in follower base.

For its part, Chipotle was one of the first brands to post on the platform and the brand already has nearly 100,000 followers.

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