Threads, the new app by Meta aiming to compete with Twitter, was officially launched a few hours ago and has already gained significant attention. Within the first two hours of its launch on the App Store, Threads garnered 2 million downloads. Mark Zuckerberg, CEO of Meta, made the announcement on his Threads account. He mentioned that Threads reached the 10 million sign-ups milestone within just 7 hours of its launch. It achieved this significant milestone within a short period, benefiting from Meta’s position as one of the largest companies in the world. The company heavily promoted the app on Instagram before its launch, which greatly contributed to the attention that Threads is receiving.
Before its official launch, Threads could be pre-ordered on the Apple App Store. Users were informed about the app through a cross-promotion on Instagram. Threads seems deeply integrated into Instagram to the point that Instagram accounts now display Threads user number. At the moment, you cannot even create a new Threads account. The only option available is to do so using your Instagram account, which imports all your profile data to your new Threads account.
Users who participated in the pre-order received push notifications upon the app’s launch. The notification was to alert them that Thread was ready. Hence, they could head to their respective app stores in order to download it.
Threads Target Audience
Twitter is currently facing challenges and recently implemented rate limits, which could make things even worse. In case you didn’t know, Twitter has implemented a new rate limit. This will limit the number of posts each user can view within a day. At the moment, verified users get to see 6,000 posts each day. Unverified old users have rate limit of 600 posts whilst new unverified users get to see just 300 posts each day.
It is undeniable that users are currently interested in trying other alternatives. The likes of Mastodon and Bluesky have already taken their fair share of the cake. However, both apps come with their own shortcomings.
For Mastodon, the main challenge is about its intimidating sign-up process with the whole platform coming with general uncertainties. As for Bluesky, the fact that the platform embraces shitposts means it’s repeating the same moderation mistakes of Twitter. Another challenge has to do with the founder Jack Dorsey. Especially owing to the fact that he cheered for Elon Musk’s takeover of Twitter.
On the other hand, Zuckerberg tweeted for the first time in about a decade to celebrate the launch of a new app that could potentially overtake Twitter. His tweet certainly attracted a lot of engagements especially in the midst of Twitter’s challenges. Other apps that could potentially take charge of the opportunity are also failing to consolidate users in a single platform. These are some of the current weaknesses that Threads can actually exploit.
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— Mark Zuckerberg (@finkd) July 6, 2023
Meta seems to be using algorithmic approach to engage and keep users on the new platform. This is because the company took the decision not to implement the use chronological feed or feed users based on those that they follow. Indeed, this method will make sure users stay on the platform for longer time periods. However, it lacks the pure timeline feed like what Twitter has. Just like many other Twitter competitors, the absence of Chronological feed will certainly be a big limitation for Threads.
How Does Threads Compare with Twitter?
First of all, Threads clearly has the DNA of Twitter at a first glance. Comparing both apps side-by-side, the similarities can be seen by everyone. Just like Twitter, it also has a retweet button. However, Meta calls its own button “Repost” which has similar functionalities to the “Retweet” Button of Twitter. Tapping on the Repost button brings two options, “Repost and “Quote”. However, unlike Twitter, Threads does not display the number of times a post has been reposted.
While Threads draws inspiration from Twitter, it also showcases noticeable differences. It’s too early to judge because Threads was launched just a few days ago. The team has committed to adding additional features in the near future. Therefore, it will not be much of surprise to begin seeing striking similarities between the two apps in future.
Features of Threads
Coming from probably the biggest social media company in the world, everyone expects Threads to be filled with all the necessary features. However, using the app makes you realize that there is still more work to be done. Threads works very similar to Twitter since its primary use is for texts sharing. You can comment, like or even repost a post on Threads just like you can do on Twitter. The user interface is very simple and quite familiar. Many people who are used to Twitter can easily find their ways around it.
Since it integrates deeply with Instagram, the app automatically connects you to all your Instagram followers and those that you follow. This helps for new users to kickstart the Threads experience easily. Users who have verified Instagram accounts also carry their Verification from Instagram to Threads.
Limitations of Threads
It is obvious to see many limitations on Threads since it is still very young. For example, you cannot send direct message to anyone on Theads at the moment. Double tapping on a post to like it is also not possible. You will also realize that there is no way to see how many Reposts a particular post has received. As it stands now, the most important feature which is the ability to see trending topics is lacking on Threads now. Clearly, Threads is quite far from going toe-to-toe with Twitter as it lacks some important features.
How can Threads Compete with Twitter?
As Threads keeps evolving and addressing its limitations, it may gain traction and eventually position itself as a stronger competitor to Twitter. For Threads to truly compete with Twitter, it may have to be able to offer a compelling user experience. It should also be able to provide valuable features while addressing needs and concerns of its users.
