Threads, Mark Zuckerberg's highly anticipated " Twitter-killer," has caught a remarkable surge in popularity, surpassing 70 million sign-ups in under 48 hours. Impressively, the platform experienced exponential growth, more than doubling its user base since its initial release on app stores.
Launched in 100 countries this week, the microblogging platform instantly captivated users, accumulating over 30 million within the first 24 hours, solidifying its claim as the fastest-downloaded app to date. Notably, Zuckerberg himself took to his Threads account on Friday to announce that the total number of users had surpassed double the initial figure, further cementing the platform's meteoric rise.
However, the question remains: Can Threads go as far as delivering the final blow to Twitter? But before we answer that question, let's explore the ins and outs of this new platform and how it can be used to enhance communication with other people.
What is 'Threads'?
Threads by Instagram is a standalone messaging app that allows users to have private conversations with their close friends and share photos, videos, and text updates exclusively with them. The app is an extension of Instagram's Close Friends feature on Stories, which lets you share pictures, videos, and more only with groups of people you've carefully selected.
Threads allow users to share content exclusively with their selected group of close friends, fostering more personal interactions. The app opens directly to the camera and lets you create shortcuts for people on your Close Friends list, making it easy to share photos.
Threads is an entirely new app, but users will have access to Instagram's suite of creative tools, such as text, photo/video messages, and emojis. When you switch your Threads profile to public or private, it'll change who can see your posts as well.
How Is It Different from Twitter?
Threads resemble Twitter in many ways, allowing users to share primarily text-based messages on a scrolling feed, facilitating interactions between followers.
Nevertheless, there are distinct differences between Threads and Twitter. Presently, Threads lacks direct messaging. However, based on user feedback and requests, Instagram has expressed potential plans to introduce additional features to Threads.
Threads hold a competitive advantage over its rivals owing to its data and scale. Meta's vast user base of over 3 billion across apps like Facebook, Instagram, and Whatsapp ensures a seamless transition for users. It simplifies the setup process by importing users' information from existing Instagram accounts.
The app's popularity is evident, with a staggering 30 million users joining since its launch, surpassing the active user base of Mastodon and Post by almost 30 times. Renowned figures like Gordon Ramsay, Zac Efron, and Shakira, as well as prominent brands like Airbnb, Netflix, Marvel Studios, and Spotify, have already embraced Threads. Notably, the platform even caused the term to trend on Twitter, generating over 1 million tweets. Some tech enthusiasts have even given Threads the nickname "The Twitter killer."
Will It Kill Twitter?
It's not that simple.
Zuckerberg's focus on creating a friendly environment in Threads is seen as vital for its success. However, replicating the success of other platforms has been challenging for Zuckerberg in the past. Both Facebook's Stories and Instagram's Reels failed to surpass their competition, Snapchat and TikTok, respectively.
One potential weakness for Threads is the strength of the Meta brand, which may also contribute to its success. Tech analyst Faine Greenwood refers to this as the "terrible uncle problem," where the presence of relatives, colleagues, and old classmates on a platform can deter younger users who feel the need to censor themselves.
Dealing with the overwhelming presence of everyone they know in their social spaces is a turnoff for younger users.
Final Thoughts
Threads by Instagram is a new messaging app that offers a unique way to communicate with close friends. The app is designed to foster more personal interactions and allows users to share photos, videos, and text updates exclusively with their selected group of friends.
Threads is an entirely new experience, but users will have access to Instagram's suite of creative tools, making it easy to share content. While it may not be the "Twitter Killer," Threads offers a new way to connect with friends and share content in a more intimate and personal way.
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