Of course we’re talking Threads again this week—it’s been dominating social media headlines with its skyrocketing users (and subsequent decreases, too). While some publications are quick to claim the app is doomed, others urge patience while we wait and see how it all unfolds.

The Wall Street Journal cited a 70% decline in active users on Threads since the app’s July 7 peak and blamed a lack of features, leaving users with much to be desired after the initial introduction high wears off.

But Meta executives don’t seem worried, and neither should users, according to TechCrunch, which said a drop-off in users is to be expected, and with an app still in its infancy, we’ll see plenty of ups and downs in its numbers, particularly as it rolls out new features. Simply put: It’s too soon to either rule out or anticipate that Threads will be a Twitter killer.

According to the most recent data, Threads has 117 million users. Its growth has slowed, but the number of users isn’t decreasing just yet. And by the way, Twitter and Threads can coexist—one doesn’t have to fail for the other to succeed.

To get ahead of the decline in user engagement, Meta has shared tips on how to maximize engagement on Threads and announced a preview of features that are on the way.

A follow feed, which would show content from the accounts users have chosen to see (much like most other social media platforms we’re used to) is coming—you can see it in a screenshot posted a few days ago by Instagram head Adam Mosseri. This seems like a pretty standard and necessary thing, so it stands to reason it would be available to all users as soon as possible.

In the meantime, for businesses trying to get active on the app, Business Insider has gotten hold of an email Instagram sent to talent management agencies about how brands and influencers can jump-start engagement on Threads. While the suggestions seem pretty universal for any brand, jeweler, or designer wanting in on engagement, here are a few of them:

Meta advises users to “make a splash arrival by announcing you have joined the app,” utilizing eye-catching visuals and open-ended questions in that first Threads post.

For those who have already started chatting on the app, keep it going. Take steps to “start a conversation,” Meta says. Open-ended questions ignite chat. And though Threads currently has no polls feature (à la Instagram), Meta says you can rig one of your own by posting two images and asking users to use emojis as a way to vote. Who doesn’t love a good emoji?

Meta also recommends creators design challenges and contests to boost interaction and expand their reach. The tech giant also has reportedly told users that puns are performing well in the app, so if it feels on brand, have pun! (Sorry, had to.)

If you’re looking for a tutorial of sorts, Mosseri has posted a video on Instagram of hidden gems from Threads.

(Image via Threads)

Follow JCK on Instagram: @jckmagazine
Follow JCK on Twitter: @jckmagazine
Follow JCK on Facebook: @jckmagazine