POV: Meta Launches Threads

Background:

Meta has officially launched Threads, a new a real-time text-based conversation app, to take on Twitter, after teasing the service to users. The new app saw thirty million sign ups on its first day.

Details and Implications:

Mark Zuckerberg’s Twitter rival, Threads, launched on Wednesday 5^th July and is described as a “new, separate space for real-time updates and public conversations”, aiming to “take what Instagram does best and expand that to text, creating a positive and creative space to express your ideas”. Threads is available for iOS and Android and can be downloaded from the Apple App Store and Google Play Store in over 100 countries, but not yet in the EU because of regulatory concerns.

Threads is built on the back of Instagram. For now, users need an Instagram account first and use their Instagram username and password to log in with a single sign-on, which then allows you to sync up with their existing followers. The user’s handle, bio, and verification will migrate from Instagram – so usernames cannot be claimed by another profile. Threads will operate based on Instagram’s existing guidelines, and blocked accounts and users will carry over to Threads.

Threads users have however discovered that they can’t leave Threads without deleting their whole Instagram account. They can delete individual posts, one by one and can “deactivate” their profile, which will stop posts and interactions with other people’s posts from being shown. But that data will remain connected to the Instagram account it came from and will continue to live on Meta’s servers. Meta has said it is working on the problem.

Using Threads, you will be able to search for, follow and interact with creators and public figures on the app, and create content threads, restrict responses, add images and interact using likes, replies and reposts. Posts can be up to 500 characters long and can include links, photos, and videos up to 5 minutes in length. Threads can also be posted as an Instagram story or as a link on any other platform.

Threads has many features in common with Twitter, and its launch comes at a time when Twitter is in the midst of continuing upheaval under Elon Musk’s ownership, having introduced viewing limits for tweets a few days ago to deter third parties from scraping data from the platform. Meta's Threads app is a free service and there are no restrictions on how many posts a user can see.

Meta also plans to make Threads compatible with open social networking protocols as part of ‘the fediverse’, an approach already being used by services like Mastodon (another Twitter-like competitor that has peaked interest from users but has lacked scale). Meta said: “We are working toward making Threads compatible with the open, interoperable social networks that we believe can shape the future of the internet. Our vision is that people using compatible apps will be able to follow and interact with people on Threads without having a Threads account, and vice versa, ushering in a new era of diverse and interconnected networks.”

Currently, there are no ads or monetization features on Threads. The main feed is a mixture of content that users follow, as well as content recommended from the algorithm. It’s possible that advertising opportunities may be introduced at some point in the future. In the meantime, brands interested in the platform may want to and look to ways to consider organic brand inclusion.

Summary:

Twitter has a user base of more than 250 million, while Instagram reportedly has 2 billion users. The tight integration with Instagram which makes it incredibly easy for users to sign up and bring over their Instagram followers, gives Threads a potential advantage to scale quickly through established connections, rather than starting from zero on a new app. This was evident in the speed and volume of sign-ups in the first 24 hours and this speed of adoption, together with the introduction of ‘interoperability’, will be key to Thread’s success.

All social platforms are fighting to get users to stay within their ecosystems, so this is a significant play by Meta that could have big implications if it is successful. One big unknown is what the official response from Twitter will be, although early reports (first surfacing on Semafor) suggest that the company could seek a legal challenge.

Further Reading:

Instagram Blog | Adweek | BBC | The Guardian | Semafor