Threads: What You Need to Know

What is it? Meta launched Threads, a new app to compete directly with Twitter. Although it just launched 24 hours ago, it has already surpassed 30M signups (and will likely double that by the time you read this).

Threads aims to provide more dedicated and private space for users to connect with their close friends on Instagram. It encourages frequent and real-time communication within a smaller circle of trusted contacts.

How does it work? It’s like Twitter, but Instagram.?Threads follows the same formula as Twitter in several ways. The main feed shows short posts or “threads” from people you follow and ?recommended accounts. You can repost, reply, or like other people’s threads. One clear advantage is that it connects directly to user’s Instagram profiles, so making an account is simple for Instagram users. Nice way Meta removed luck from the barriers of consumers signing up for more things.

Is it connected to other Meta apps? It’s Instagram’s sister.?While Threads is a stand-alone app, it operates in conjunction with Instagram. Threads can access a user’s Instagram account to build a profile and allow users to connect directly with their followers on Instagram. Instagram’s verified users will also have the blue check mark on Threads. Users can also quickly share posts from Threads to their Instagram story or feed.?This interconnectivity will likely help Threads gain traction as it scales.

What type of content are people posting? Threads can be up to 500 characters, with photos or videos that are up to five ?minutes long.?This, compared to Twitter that limited characters to 270, has people ecstatic.

Where are the ads? Oh, just you wait.?There are no ads on the platform?while it’s still scaling but, to no surprise, Instagram’s CEO has assured us that ads are a possibility down the line. ?And, we think that’s smart.

How does the algorithm work? The platform is welcoming new users, so the algorithm is adjusted to help users discover new accounts and find users they may know. Instagram’s CEO weighed in on the algorithm on Wednesday.

Who is ?on it? So far, the early adopters you’d expect - ?younger audiences, celebrities, and influencers are flocking to link their Instagram accounts to Threads.

As far as brands go, Netflix, Wendy’s, and Taco Bell are a few of the brands pioneering the space. Social-forward brands on the cutting edge of what’s are diving right into Threads. They’re using it in similar ways to Twitter: short copy with media-like memes or videos.

Is it here to stay? Timing seems right, and we’ve seen Instagram replicate features from other apps before. Stories essentially follows the same model as Snapchat, and has grown very successful on Instagram. Threads’ integration with Instagram seems to be a strength that allows them to tap into the Instagram large user base but takes them from a visual-centric platform to a text-centric one. Success will be largely based on user adoption, privacy concerns, and content relevance.

Meta has its own problems with privacy and data, and some users have already raised concerns about how the platform will handle them, but Twitter is facing similar challenges. Elon Musk announced late last week that there would be a limit to the number of tweets users can read per day in order to address data scraping concerns.???

Time will tell, but as tensions rise with?Twitter, we could see certain audiences break off and claim settlement on Threads. Twitter ad revenues have dropped exponentially this year. This volatility may make it the perfect time for Threads to take users and eventually ad spend from Twitter.

We’re ?following this closely, so reach out to [email protected] ?if you’d like to learn more or discuss ?ways your brand can leverage this new app while it’s hot!?