Threads, Meta’s new text app, has turned many heads, and for good reason. Within the first week of launching, it became the fastest-growing app with over 100 million users and counting.
I only learned about Threads just days before it launched and thought it wouldn’t be up for months. Once I realized it was already out, I rushed to join it on the first day. If you can believe it, I actually struggled to find it on the Google Play store on the first day, but I don’t think anyone could have predicted its quick rise in interest.
Other than the fact that Twitter is threatening to sue Meta, there are several reasons why Threads could be a serious competitor against Twitter. Now that this platform has been out for nearly two weeks, here are my thoughts on Threads and why it stands out as a Twitter competitor.
1. Name Recognition and Support of Instagram
In business, people like to work with people that they know, whether it’s personally or through a friend. In fact, referrals are how I have gotten all of my clients and personally, I prefer it. We like to work with people we know because it adds to the level of trust we have in the work they do.
The same goes for social media platforms. Everybody knows what Instagram is and they can trust that they have the capability to take their platform to the next level, from the people they have on their team to the funds they have to make it happen. No one knows what Mastadon and Bluesky are, which begins to lead me to my next point.
2. Lack of Invites to Join the Platform
Exclusivity adds a level of interest to something, so it tends to work well for events and social clubs. But it only works if there are high-profile people, organizations and groups associated with it because people want to associate with affluent people. That’s why when I’ve seen relatively unknown social media platforms try to do it, it never works.
A good example is Blusky. This social media channel began to get some traction in late 2022, and there was some buzz about how it might be the next Twitter competitor, especially since Jack Dorsey, one of the Twitter founders, is on the board. But the only way you can join it is through an invite, and while Dorsey is relatively well known, it’s not enough to generate interest, especially if few high-profile names are using the platform.
People are becoming picky about which social media platforms they are willing to try because they are trying to limit their social media use overall. I am among those people and I had no desire to join this or any other potential Twitter competitor until threads came along. Adding barriers doesn’t do any favors.
3. Connects with Instagram Account
I knew that Threads had a solid chance of taking on Twitter within seconds of starting an account. Why? Upon creating an account, Threads asks you to create an account through your Instagram account, making the onboarding process quick and easy. This decision has caused a little bit of controversy because in order to delete Threads you have to delete your Instagram account, but separating the two for this process is being considered.
Creating accounts is a pain in the butt for anything, so the fact that this can be easily done is quite remarkable. I have never seen a social media app do something like this and I anticipate that this idea will become the norm when other social networks create new social platforms.
4. Users Can Keep Their Instagram Handles
Have you ever tried to create a social media account, but can’t get the handle you want and it drives you crazy because you want consistency across all platforms that you’re on?
Funny enough, I had this problem with Instagram for years. Someone that never used their Instagram account had the same handle I had on Twitter and it took years to finally get it after they deleted their account or changed their handle. Thankfully, I changed it before Threads came along and I was able to get it instantly on Threads.
It’s stressful trying to get the handle you use before someone else does, so getting rid of that barrier is a huge plus, especially for businesses and celebrities.
5. Instant Ability to Grow Followers
When you create a Threads account, you instantly have the ability to add some or all of your followers on Instagram. This works great if a lot of your Instagram and Twitter followers are the same, but considering how vastly different these platforms are, that doesn’t seem to be the case for most people including myself. I am currently trying to add the Twitter followers I like the most to Threads, but it’s taking time. I’ve added a decent amount of the people I want to follow, but not all of them, so it will take time.
The only other issue is that we currently don’t have a feed of people we’re following. Right now, it’s a mix of people we follow and potential accounts to follow. Every time I open the app, the people and posts are vastly different that the previous time I opened it, which is wild to me. But considering the growth in the last week, I would imagine they are racing to get a following feed while there is still interest in the platform.
6. User-Friendly Experience
Threads is visually appealing, and I think much of that has to do with the fact that it was created by Instagram. I always use dark mode, which helps, but I like the carousel look of photos and videos within posts. Since it is so similar to Twitter, the feed is pretty intuitive, but the search feature needs work since you can only find accounts and not topics. Hashtags are likely coming on the platform and that should shift the experience to make it more engaging.
7. No DMs
I think one of the biggest differentiators about this app so far compared to anything else that’s been out there is the lack of direct messages. Everything is out in the open and that is for the better because it will cut down harassment considerably. People like to hide behind their keyboards through messages and if they have to openly harass someone, they likely won’t do it.
8. Verified Accounts
Verification adds authenticity and credibility to a social media app, but not if you have to pay for it. One of Twitter’s first missteps since changing ownership last year was changing verification to a paid service. Since the change, it has allowed misinformation to run rampant on the platform, and it caused anger among people that were previously verified. I will admit that I think having it integrated with Instagram’s verification helps drastically with cutting down fake information and accounts. I’m hoping it helps prevent bots and spam considerably too.
9. No Ads (Yet)
We’ll enjoy it while it lasts, but considering that people have left Facebook in droves and many businesses have cut back on Facebook ad spending, Meta CEO Mark Zuckerberg will absolutely want to take advantage of this audience. Threads likely has a younger audience since Instagram has a somewhat younger audience while Facebook’s audience has only gotten older. Considering the opportunity in front of themselves, Meta has nothing to lose.
10. A Positive Atmosphere (For Now?)
Like many people on this app, I have hope that threads could bring back the fun ambiance and weird culture Twitter used to have years ago. So far, I am hopeful based on the overall positive vibe on the platform, but that’s to be expected with new social media channels. I think changes to the app will make or break it, but until then, I am going to enjoy what it is right now while it lasts.
In need of someone to help you with your social strategy? While none of us are Threads experts yet, I know plenty about strategizing, creating and managing content that engages audiences.
AFJ Digital 