‘Like Gen Z’s Takeover Of Twitter’: Creators React To Threads, Meta’s New Social App

As millions of users continue to surge into the new microblogging application, creators are eager to explore its features, while also expressing concerns about the app's longevity. Threads, Meta's latest venture to rival Twitter, experienced a record-breaking download rate, amassing over 70 million users within just two days of its debut. The lure of this text-based platform for prominent content creators is its seamless import of existing Instagram followers and verified status, eliminating the need to start from zero.

Prominent content creator Haley Kalil, boasting 1.7 million followers on Instagram and 2.7 million subscribers on YouTube, along with celebrities such as Shakira and several Meta employees, were among the early adopters of Threads. Despite the novelty and potential extra workload, the opportunity to effortlessly transition her follower base proved irresistible.

Threads' appeal extends to creators who traditionally focus on image or video content. Kalil, who specializes in fashion, lifestyle, and comedy videos, noted that her predominantly Gen Z audience had little engagement with Twitter. In her opinion, Threads represents Gen Z's response and alternative to Twitter.

However, creators remain cautious, recalling the fate of transient apps like Clubhouse and Lemon8, where creators had invested time in producing content, only to be disappointed by their lack of traction. Concerns about the added workload of creating content and fostering engagement on a new platform are also prevalent.

The Threads platform, currently lacking ads or monetization methods for creators, could potentially divert attention from Instagram, jeopardizing a significant source of creators' revenue. The switch to Threads is also expected to impact those creators who choose to remain on Instagram due to a possible reduction in user engagement.

Threads bears a striking resemblance to Twitter, with the exception of certain features like a trending topics tab, direct messaging, and hashtags. Despite the increase in similar social media platforms presenting themselves as superior to Twitter, such as Bluesky and Mastodon, they have yet to gain substantial momentum. Threads, however, with its impressive growth and the convenience of linking existing Instagram profiles, could pose a more formidable threat.

Twitter's response to this rising competition has been assertive, threatening to sue Meta for alleged intellectual property theft. Nonetheless, Meta refuted these claims, stating that none of the Threads engineering team were former Twitter employees.

For several content creators, Twitter was an overwhelming space, and they anticipate a more comfortable experience on Threads. Video creators are also optimistic about the potential of Threads as a platform for more personal interaction with followers.

Still, concerns about freer expression on a text-dominated platform leading to potential controversies exist. The unpredictability of Threads' algorithm, especially its potential to recommend unfamiliar content, also contributes to creators' anxieties.

Meta clarified that Threads' algorithm would prioritize posts from followed accounts that adhere to their community guidelines. Early adopters with substantial Instagram followers and original content are likely to have increased visibility on Threads' feed.

The seamless transition between Instagram and Threads underscores Meta's dominance in the social media sphere, an aspect that raises concerns but also provides a user-friendly experience.

Threads is still in its early stage, and creators are waiting to assess its endurance following the initial hype. Whether Threads can sustain its popularity and how it handles potential controversies remains to be seen.