Threads - suddenly you’ve got huge scale instantly, which no other ‘Twitter killer’ has been able to achieve

Last month, Meta launched Threads, the app widely reported to be a ‘Twitter Killer’?– or perhaps now, an ‘X killer’.?

As an app, Threads is more focused on text and dialogue, with Meta saying that the platform “offers a new, separate space for real-time updates and public conversations.”

With the app now out there in the world,?Mediaweek?caught up with?Keir Maher, managing partner at?Now We Collide ?– Meta’s local agency of record.

“It’s been interesting – Meta have come back really strongly this year,” Maher says, reflecting on how the year has been for Meta so far. “ It’s good for us to be part of that journey after last year’s ups and downs across the tech industry, I don’t think anybody was really out of the firing line for that.

“It’s been good to be back this year, and with things like Threads launching, it just means there’s more to come.”

Now We Collide works with Meta as part of their B2B side of the business, and in that space, Maher says that the team have been pleased with the launch of Threads.

“Everybody is blown away by how quick the take up has been, in terms of the interest that there’s been from creators’ brands. ChatGPT had the fastest growth ever, and now three months later, that’s been blown out of the water by 10 million new users in six hours.

“I think it was a super smart move from Meta to make it so easy for people to access Threads through their Insta account, and at the touch of a button say, ‘Yes, I want to follow everyone that follows me on Insta, and everyone that’s on Insta that follows me can follow me on Threads’.?Suddenly what you’ve got is huge scale straight away, which no other ‘Twitter killer’ has been able to achieve, because they’ve had to build scale from scratch.”

The ‘Twitter killer’ – or perhaps ‘X killer now – label has been following Threads since it first launched, however, Maher says that anyone who is pushing that line probably hasn’t spent much time on Threads.

“A lot of people are saying it’s a Twitter killer because it’s the same as Twitter – they haven’t used it if they’re saying that, because it’s not the same as Twitter.?You can’t use hashtags for content discovery yet, which is what drives Twitter. There’s no area within Threads to find trending content at the moment, it’s a single feed, whereas Twitter is all about picking news trends, sports trends, and music trends in their native menu – there is no native menu in Threads yet for that.”

When it comes to the rapid take-up of Threads – the app took only 5 days to record 100 million users?– Maher says that Now We Collide will always focus on the value equation, because “there needs to be some kind of value equation between the consumer and the platform itself.” With some very famous backers of the app, however, he’s feeling positive about the future.

“You’ve got?Chris Hemsworth?with 3.7 million followers already on the platform, Tourism Australia, they’re on there with 155,000, you’ve got Nike with 2.5 million followers, you’ve got Netflix with 3 million followers. Even?Anthony Albanese?is on there with 51,000 followers.?The fact that you’ve got all these content creators already there means you’ve got brands looking for that first-mover advantage. We’ve been talking to the partners and the clients that we have on how they can take that first-mover advantage, experiment with the platform, and see where it goes.”

While Meta isn’t offering advertising to clients just yet, Maher says that it could be a service that is just over the horizon.

“There’s still more development to come. At the moment, they’re not offering advertising to clients, so that first mover advantage is from an organic point of view – what can clients do to test, learn, and experiment while they’re building out??Threads are saying that monetisation is not a priority for them at all this year, Zuck himself is saying that his vision for Threads is to create an open and friendly public space for conversation.?

“Meta has very good ad tech tools, they’ve got the tech stack, they’ve got the tools for finding people and delivering relevant advertising messages.?It makes sense that over time that could possibly come in, but at the moment there are no plans to do that in the foreseeable future.”