At least going by preliminary data, Meta’s Threads is proving to be a more useful platform for brands than Twitter, which has been active in the space since 2006.

Launched on July 5, Threads has rapidly notched up a huge user base, becoming the fastest-growing social app ever by surging to 100 million registered users within just five days of its release. In the process, it outpaced even OpenAI’s ChatGPT, the most recent tech flavor of the moment.