Uncovering "Threads" from the lens of 10C's Framework

ChatGPT has become a force to be reckoned with since its launch in late 2022, shattering records and gaining prominence at an unprecedented pace. However, the spotlight has now shifted to the launch of Threads by Instagram, a platform that has surpassed all expectations. In just 48 hours, Threads became the fastest downloaded app in history, reaching a staggering 70 million downloads, according to Meta sources. By the time you read this article, it won't be surprising if Threads has already surpassed the 100 million user mark.

Now, let's delve into the secret of Threads' success through the lens of the 10C framework for driving digital transformation. (Click to know more about the 10Cs framework )

1.????Customer: With Instagram's immense user base of 2 billion active users, Threads has the potential to attract a younger audience seeking to share personal content within a defined community. Its seamless integration with Instagram and the ability to follow across platforms with a single click make it appealing to both large and nano influencers. While Instagram excels as a platform for performance marketing, Threads offers a compelling alternative for branding and spreading awareness at the top of the marketing funnel.

Open question: It remains to be seen whether journalists (more than 67% use Twitter as their top 2 sources of information), who consider Twitter a top source of information, will embrace Threads. If personalities in finance and politics also join Threads, it could potentially become a viable alternative to Twitter, providing brands with an avenue to overcome Twitter's idiosyncrasies.

2.????Context: Decentralized social media platforms are becoming increasingly popular, as users become more concerned about privacy and censorship. Mastodon and BlueSky are trying to benefit from this trend but their low user base (Mastodon had only 13 MN users ) and nascent infrastructure have constrained their rapid growth. On the other hand, Twitter with its 237 MN daily users is still the virtual town square of the world but has faced a lot of flak from Brands, NGOs, Public at large due to its topsy turvy policies and reinstatement of banned celebrities in the name of freedom of speech. Meta and Zuckerberg have had the ambition to launch Twitter's competitor for some time and if the early momentum to Threads is any indication, the timing seems to be working in Threads' favour.

Open question: Mark Zuckerberg's assertion that Threads is a "Friendly App" for public conversations needs to be tested for its spirit. In short term, though it might still hold good given that Threads popularity will only benefit Instagram which is one of Meta's fastest growing revenue stream; however how Meta plans to balance mass reach with appropriate content moderation and protecting its users from trolls will decide whether it is just another Twitter copycat or creates a unique differentiation.

3.????Content: Threads allows users to share photos, videos, text, and voice messages, making it ideal for users who want to share spontaneous updates with their community. The seamless posting experience between Instagram and Threads blurs the line between messages intended for followers and those shared publicly. Algorithms ensure that users' feeds are inundated with "You might also like" content, boosting discoverability and fuelling a cycle of more impressions, messages, and further impressions, thereby accelerating user-generated content.

Future potential: Threads could benefit from empowering users to select themed channels (e.g., news, politics, sports, technology, finance) to regain control over their interests amid the flood of irrelevant information on social media.

4.????Customise: While Threads allows users to customize their profile picture, bio, and chat settings, its deep integration with Instagram limits users from creating a separate profile distinct from their Instagram account. Additionally, the platform lacks the option to customize the overall look and feel of the app.

Open question: Considering the increasing scrutiny of social media platforms by governments worldwide, there might be regulatory requirements in the future that demand customization based on the jurisdiction.

5.????Compare: Threads differentiates itself as a simple and easy-to-use app, making it accessible to a wide range of users. Although it may lag behind Twitter in features like Explore, Hashtags, Trending, Recommendations, Private messages, and Polls, its simplicity follows in the footsteps of WhatsApp, which scaled to over 2 billion users. Meta likely hopes that Threads' user-friendly interface will attract users seeking a social media platform that is easy to use and navigate.

Open question: It remains uncertain whether Meta will introduce more features to differentiate Threads or maintain its simplicity and functionality until it reaches a critical mass of, say, 500 million users.

6.????Connect: Threads allows users to like, comment, repost, and share posts, and provides options for controlling the audience that can reply to your posts, according to screenshots from the App Store.

Open question: The integration of Instagram's curated, photo-based lives with Threads' open, meme-heavy, text-based and often unhinged communication environment may create a potential clash of cultures. How these two worlds harmonize remains to be seen.

7.????Convenience: Threads' deep integration with Instagram, including single sign-on, streamlines the onboarding process, eliminating the need to create a separate username, password, or fill in additional information. Switching between Threads and Instagram becomes seamless without the hassle of logging into separate apps.

Future potential: Thread could accelerate user generated content if in the future, Facebook and WhatsApp posts can also be shared on Threads with a single click.

8.????Culture: "Meet Threads, an open and friendly public space for conversation. Our vision is to take the best parts of Instagram and create a new experience for text, ideas, and discussing what's on your mind. I think the world needs this kind of friendly community. We are definitely focusing on kindness and making this a friendly place.", says Mark Zuckerberg in its launch of Threads. Focussing on creating a "Positive town square for open & interactive conversations" is the single most important positioning that will catapult Threads to glory and win against its rival Twitter. There has never been a momentous time in the history of social media where a Tech platform can be differentiated purely on the basis of Culture it inspires and stands by. If Threads keeps up a positive tone, it will be a big draw for advertisers, brands & audience alike particularly because Twitter has developed a reputation for being a vitriolic arena where factions gather to dunk on their enemies.

Open question: To create this Culture of Positivity, Kindness and Bi-partisan would require differentiated & stricter content moderation guidelines, not just the one being leveraged currently from Instagram. In many ways this promise of Positive social media platform is linked to Zuckerberg's personal credibility and will be tested against the lure of scale & monetization objectives.

9.????Collaboration & Co-opetition: Instagram's goal is to have Threads operate seamlessly across multiple apps within the "Fediverse", a term that refers to a federated universe of services sharing communication protocols. This approach aligns with the functioning of other platforms like Mastodon. By making it easier for Threads to interact with other platforms, Instagram appeals to creators and influencers who can seamlessly transfer their followers to other apps built on the same technology. This reduces the risk for creators and liberates them from feeling locked into one platform

Open question: Whether this integration is Meta's response to competition commissions worldwide or the beginning of a wave of interoperability among various social media platforms remains an open question.

10.?Consent & Control: While Threads seemingly grants users control over their privacy settings, it requests permission to collect an extensive range of personal information, including health, financial, contact, browsing and search history, location data, purchases, and "sensitive info," as stated in its data privacy disclosure on the App Store. Considering that Threads primarily facilitates public conversations and aims to promote kindness, the need to collect health and financial information raises questions. This data collection highlights the larger vision of Threads to become an advertising powerhouse, similar to Facebook's beginnings, and operate within the Meta ecosystem, providing brands with the opportunity to create awareness at scale and target users precisely on other Meta platforms. Notably, Threads' concern regarding personal data use has caused delays in its launch in the EU (which contributed to 15.6% of its advertising revenue in Q1'23) due to legislation limiting the sharing of user data across platforms.

Open question: Meta has faced revenue threats due to Apple's cookie restrictions, but it has also seen opportunities arise from Instagram Reels and the potential ban of TikTok in the US. With no worthy alternative, Meta can reclaim its position in digital advertising in the coming years. However, Meta must create a positive image of its ecosystem with Threads by offering users even greater control over their data, allowing them to opt-out of data sharing across platforms, and keeping users engaged within the Meta family of apps through Threads. The choices Threads makes regarding consent and control policies will determine its potential to surpass Twitter and potentially reach 1 billion users in the future.

Conclusion:

Our experience with community based platforms like Facebook, Instagram, LinkedIn, Snapchat, etc. has been a mixed bag. Cambridge Analytica incident notwithstanding, pressure of scaling users, monetization and increasing engagement has made platform owners soft on content moderation & user protection guidelines. In such a world, can we rely solely on the promise of Meta & Zuckerberg that Threads will remain for positive public discourse.....are we as users ready for real-time, positive public conversations...are we ready to moderate ourselves!! As the digital landscape continues to evolve, Threads represents a new chapter in social media, where personalization, community, and positive interactions take centre stage. Only time will tell if Threads can fulfil its vision of becoming a friendly and engaging platform that connects users in a meaningful way.

Sources:

·??????NYTimes, Insider Intelligence, Google ??