Threads — Meta’s newly launched Twitter clone — opened its doors with a ready-made user base after deciding to migrate people to Threads from Instagram.

At launch, the platform is available on iOS and Android in 100 countries, but not in the European Union, with concerns about adhering to data-privacy regulations. Users can log in with their Instagram credentials, where their username and verification status carries over.

Perhaps that is how Threads racked up 10 million signups in the first seven hours after its launch on Wednesday.

Once users realize that Threads has become another battleground for their data, they may not be so happy, but brands are ecstatic. 

In 12 hours of launching its Threads account, Instacart gained more than 5,500 followers, making Threads its fastest-growing channel launch to date. 

Examples of Instacart’s Thread content include Brand Feud Post, Wedding Cater Post, and Exec’s Viral Post. Many of the posts lean into funny commentary, whether it’s about surprising social media managers having a tough day or Threads focused on rice. A large part of Instacart’s strategy will be to engage with complementary brands.

Threads — which is linked to Instagram’s technology — allows users to post up to 500 characters of text and up to five minutes of video and links, as well as pictures.