Nice new THREADs! ?? First look at Insta's new Twitter-beater, Threads, hits 10 million users in first hours! ??Daily Dose of Digital - 06/07/23??

I was going to tell you a joke about Threads, but I'm afraid it would just unravel.

Ok, that's the first punderful dad-joke out of the way, but today's Daily Dose of Digital can only be about one story - and that's Meta's launch of new Twitter-competitor, Threads.

The New Threads App: Instagram's Frontal Attack on Twitter

There's no avoiding the latest developments in the exciting battle between two of the main social media giants. Mark Zuckerberg's Meta has just unleashed its latest creation, Threads, signalling a direct challenge to Elon Musk's Twitter empire. Let's dive into the details and discover what makes Threads a game-changer in the world of text-based conversation apps.

TLDR? Just get stuck in with Threads:

Before you get the detail, here's a quick start guide:

• Grab the Threads app from the App Store –?Android?or?Apple
• For speed, log in with your Instagram account (you can keep the same Instagram handle)
• You can import your username, profile picture, verification status, bio, link and followers directly from your Instagram account (check out the video down below on this!)
• Choose if you want your profile to be Public or Private.
• As with most onboarding scenarios, you'll then be presented with a pre-populated list of potential people to follow, based on the people you follow on Instagram. Follow, or skip and crack on!

Launching Threads: A New Era of Conversations

On July 5th, Meta's Instagram launched Threads, an "innovative app designed to facilitate vibrant discussions". Initially, the app underwent a closed beta test, but it is now available in over 100 countries, with downloads accessible on both Apple's App Store for iOS devices and Google Play for Android.

Mark Zuckerberg himself set the stage with an inaugural post that read, "Let's do this. Welcome to Threads. ??" Clearly, the Meta team is ready to take on the challenge and redefine the way communities connect and converse.

Threads: Connecting Communities and Amplifying Conversations

Described as a "text-based conversation app," Threads aims to bring communities together, allowing users to discuss everything they care about today and what they anticipate trending tomorrow. According to Instagram's description, Threads enables users to follow and directly connect with their favourite creators and individuals who share their interests. Alternatively, users can build their own loyal following to share their ideas, opinions, and creativity with the world.

The response to Threads has been phenomenal, with an impressive ten million users signing up in the first seven hours, as proudly declared by Meta's chief, Mark Zuckerberg. This surge in popularity demonstrates the app's potential to attract Twitter users who are dissatisfied with recent changes on the platform.

A Friendly Rivalry: Threads vs. Twitter

Mark Zuckerberg himself pitched Threads as a "friendly" rival to Twitter, playfully acknowledging Elon Musk's ownership of the social network since October. With features similar to Twitter, although extending to a 500-character limit for posts, Threads aims to carve out its own space by fostering a welcoming and inclusive environment. Zuckerberg emphasises that maintaining a "friendly" atmosphere will ultimately be the key to its success.

On the other hand, Elon Musk humorously retorted, stating, "It is infinitely preferable to be attacked by strangers on Twitter than indulge in the false happiness of hide-the-pain Instagram." The friendly banter between these tech moguls only adds to the excitement surrounding this new app. (When's the fight? We're all waiting on the fight, right?)

Aim High: Threads' Ambition to Surpass Twitter

When questioned about the app's potential compared to Twitter, Mark Zuckerberg expressed his optimism, recognising that it will take time to establish a public conversations app with a user base surpassing one billion. He believes that Twitter, despite having the opportunity, has not yet achieved this feat, and Meta aspires to fill the void.

Addressing Concerns: Data Usage and Profile Deletion

As with any new app, Threads has faced criticism and raised concerns. Competitors have criticised the potential amount of user data the app might utilise, including health, financial, and browsing data linked to users' identities, as reported by the Apple App Store

Additionally, some users have expressed concern about the inability to delete their Threads profile without deleting their associated Instagram account. Meta is aware of these concerns and is actively working on resolving the issue. In the meantime, users can deactivate their Threads profile while retaining their Instagram account. Deactivating the Threads profile will render the profile, posts, and interactions with other posts invisible.

Meta has provided a solution for users who wish to download and delete their Threads data by visiting their Instagram settings.

Global Availability and Compatibility

Threads is available for download in over 100 countries, providing an extensive reach for digital marketers worldwide. However, it is worth noting that the app is not yet available in the EU due to regulatory concerns.

Nonetheless, the global availability of Threads presents an exciting opportunity for marketers to explore its potential for fostering meaningful connections and expanding brand reach.

Exploring Threads: Features and Future Compatibility

Threads differentiates itself by leveraging its integration with Instagram. Users can maintain the same username on Threads as they have on Instagram, creating a seamless transition between the two platforms.

During setup, Threads users have the option to follow the same accounts they already follow on Instagram, simplifying the process of building their network.

The app allows users to share text posts of up to 500 characters, as well as photos and videos with a maximum duration of five minutes. While Threads does not currently include a direct messaging feature, Meta has announced plans to make the app compatible with ActivityPub, an open social networking protocol supported by platforms such as Mastodon and WordPress. This move aims to make Threads compatible with other open and interoperable social networks, shaping the future of the internet.

Embracing Accessibility and Safety

Threads incorporates core accessibility features available on Instagram, including screen-reader support and AI-generated image descriptions. These features ensure that users of diverse abilities can engage with the app and contribute to the conversations.

My first opinions?

I was that guy. I set the app to auto-download on release and had it in my hands at 5.50am this morning. The set up was super simple, you literally just copy across your Instagram profile info and off you go. However, I have 3 different Instagram profiles (of course I do) which serve different personal and professional purposes and the ability to switch between accounts a-la Instagram is clunky at the moment and leaves a lot to be desired (although I am sure this will get fixed in future updates).

Once you're over that if you're a multi-account user, the interface itself is simple. A weirdly comfortable hybrid of Twitter layered with Instagram iconography and terminology which just seems to make 'sense'. The UI is pretty basic, but that's what it needs to be, and although the expansion of threads and comments into the feed can get a bit unruly in some instances, it's generally pretty great to use.

However - and this is not just true of Threads - notifications can just get in the bin! I appreciate that it's launch day, and literally hundreds of my connections have already joined the platform and followed me (partly, again, thanks to the Instagram integration which accelerates uptake) and initial 'Threads' are being posted and engaged with leading to tens of notifications every minute. This is 90% due to it being launch day and I know that will settle, but it was getting borderline off-putting.

However, to my joy, I discovered I can simply toggle off notifications for a time frame. I chose 4 hours so I could actually focus at work and it's worked brilliantly. Nice touch for those of us who already have eleventy five million social accounts and their exponentially huge numbers of notifications as a result.

All in all, it's great and I am looking forwards to using it more this evening and seeing if it has the longevity to outlast the hype.

If you want to follow me on Threads and connect, you can do so here:

Daily Dose of Digital -?https://www.threads.net/@daily_dose_of_digital

Parenting / Fitness -?https://www.threads.net/@wannabefitdad

DJ & Music -?https://www.threads.net/@jamesgraydj

My Favourite Threads Brand Profiles so far...

Honestly, I've been so impressed by just how quickly brands have nailed their ToV on the platform and accelerated their adoption and creation of content. My favourite brand ToV so far has to come from clothing brand American Eagle:

Embrace the Threads Experience

Adam Mosseri, head of Instagram, expressed the vision for Threads as an open and friendly platform for conversations. He emphasised the importance of kindness in shaping the app's culture and user experience. As digital marketers, your role in fostering positive interactions and meaningful conversations is crucial for creating a vibrant Threads community.

A Clash of Titans?

The launch of Threads adds another layer of excitement to the ongoing rivalry between Mark Zuckerberg and Elon Musk. While they engage in friendly banter, it remains to be seen if their rivalry will extend beyond words and manifest in a physical clash.

Threads has emerged as an exciting challenger to Twitter's dominance in the social media landscape. With its focus on text-based conversations, friendly atmosphere, and seamless integration with Instagram, Threads has the potential to reshape how communities connect and engage.

As digital people, it's time to dive into this new frontier, explore the possibilities Threads offers, and connect with your target audience in fresh and engaging ways - aka, get "threading". Is that what we're calling it? "Threading"? Like "Tweeting"? What is the verb for this? Answers on a postcard!