Meta Threads was launched on a Wednesday (mid-July 2023), amassing over 70 million sign-ups, and swiftly climbing to the number one spot on the Apple App Store in the United States within a mere 48 hours.
Facebook-Meta launched this app as a contender against Twitter, 3 months after unveiling their intention to challenge the popular platform.
What makes this second attempt significant? And what can users expect from Meta Threads?
Indeed, Threads is making a comeback, but we'll go further into that later in this article.
Presently, the numbers are promising. However, we've witnessed similar projects like HiveSocial, Bluesky, and Mastodon before. Bluesky is currently accessible by invitation only, boasting roughly 35,000 active users and an additional 1.2 million individuals on the waitlist.
Mastodon claims to have accumulated 13.2 million user accounts, though it remains unclear how many are actively engaged.
Consequently, these applications generated considerable excitement initially but failed to overthrow Twitter. Can Threads succeed where others have faltered? No one can say for certain, not even Mark Zuckerberg.
However, there is a significant distinction this time around. Unlike previous attempts to challenge Twitter, this app has the backing of a colossal tech conglomerate, Meta.
Meta's Threads will also leverage the expansive Instagram ecosystem, which encompasses over 1.2 billion daily active users. From the moment of its announcement, Meta Threads possessed an inherent advantage.
Meta Threads: What Is It?
According to Meta, Threads is envisioned as a positive and creative platform for expressing ideas. There's been a lot of buzz surrounding the Meta Threads app, but what exactly is it?
Threads by Meta is a new application that enables users to share text updates and participate in public conversations. It is Meta's latest creation, with the company also owning Facebook, WhatsApp, and Instagram.
Mark Zuckerberg himself stated that the Meta Threads app will provide users with a fresh and distinct space to engage in real-time text updates and public discussions.
Meta aims to bring the best of Instagram into this new text-based application, and it's worth noting that the Threads app was developed by the Instagram team.
Here are some of the features of Meta Threads:
- Meta Threads is free for all users.
- Users can log in to Meta Threads using their existing Instagram account.
- Posts are limited to 500 characters and can include photos, links, and videos up to 5 minutes long
- If the users are under 16 years old, their profile will automatically be set to private upon signing up for Meta's Threads.
- Users of Meta Threads have the option to share their posts to Instagram Stories, and they can choose to set their accounts whether it is private or public.
- The app is available for download on the App Store (iOS) and the Play Store (Android)
Meta has expressed its commitment to making Threads compatible with open and interoperable social networks. The Threads app is free and accessible in over 100 countries.
How To Get Started Using Threads by Meta
Signing up for Meta Threads is a straightforward process, but it does require an Instagram account. While this requirement offers certain advantages, it also comes with potential drawbacks.
To get started, simply launch the application and choose the Instagram account you wish to use for Threads. From there, the process is quite straightforward. You can add a bio, your name, and any relevant links you want to showcase on your Threads profile.
Since Threads is synced with Instagram, you can easily follow people whom you already follow on Instagram. You have the option to select specific Instagram accounts to follow on Threads.
Additionally, there's a convenient 'follow all' tab if you wish to follow everyone from your Instagram account. Once you've completed this stage, you'll be directed to the final page.
The last page serves as an information hub, providing details about Threads, its future, and its integration with Instagram. After reviewing this information, you simply click on "Join Threads," and it will take you to your timeline, where you can begin your Threads experience
The Good and not-so-good about Meta Threads
The seamless integration with Instagram proved to be a brilliant move by Meta, benefiting both the company and its users.
This integration effectively addressed one of the most challenging issues faced by social platforms - the cold start problem. This problem arises when a social platform struggles to attract new users due to the absence of other users or compelling content.
By integrating Instagram, Meta successfully circumvented this hurdle right from the start. Users can effortlessly follow individuals they already know on Instagram, granting them access to familiar content. The Meta Threads app is not only free but also user-friendly and intuitive.
Now, let's discuss some areas where Threads fall short. Firstly, the app lacks the ability to follow trends, as the hashtag feature is currently unavailable. Additionally, direct messaging is not supported within the app.
Furthermore, privacy concerns surrounding Meta remain a topic of discussion. Deleting your Threads profile can be a cumbersome process, as it requires deleting your entire Instagram account!
While the profile deletion issue is an inconvenience, it's worth noting that Twitter has experienced significant upheaval since Elon Musk's acquisition of the platform for $44 billion. This means Meta might still find success with Threads, as people are drawn toward this new app.
Meta Threads vs. Twitter: A comparison
As mentioned earlier, Threads is making a comeback. Back in 2019, Facebook launched Threads as a standalone messaging application for Instagram, with the intention of competing with Snapchat.
It aimed to provide instant messaging and quick photo sharing, similar to Snapchat. However, it failed to gain traction initially. Therefore, one year later, the app underwent a significant overhaul.
Unfortunately, despite their efforts, Threads never achieved the widespread adoption they had hoped for, leading to its shutdown in 2021. It appears they have learned valuable lessons from that experience.
But how does Threads fare in comparison to Twitter, and can it truly be considered a worthy competitor? Let's delve into that topic.
General User Experience
Both Meta Threads and Twitter offer user-friendly navigation. In Meta Threads, users have a maximum character limit of 500, and they can include links, photos, and videos up to 5 minutes long.
On the other hand, Twitter imposes a character limit of 280 for regular users, while Twitter Blue subscribers enjoy an expanded limit of up to 10,000 characters, with the added ability to format their text as italics or bold.
Meta Threads features an algorithmic feed, similar to Instagram, where content from followers and trending posts is aggregated. This should come as no surprise to users.
On the other hand, Twitter allows users to curate their feeds by combining suggested posts with content from accounts they follow. Alternatively, Twitter users can choose to view posts solely from accounts they follow, providing them with greater control over their feed.
It's worth noting that, unlike Twitter, Threads currently lacks a direct messaging feature. However, engagements on both platforms operate similarly, where clicking on a post expands its content for further viewing.
Additionally, it's important to highlight that Threads is exclusively available as a mobile app, whereas Twitter offers both a mobile app and a web version for users to access the platform.
Price
Meta Threads is a free application, with no in-app purchases or additional features to buy.
Similarly, Twitter is also free to download and use, but they offer a subscription tier called Twitter Blue. By subscribing to Twitter Blue, users gain access to various benefits. They can create bookmark folders to organize their saved content more efficiently.
Additionally, Twitter Blue subscribers have the ability to post videos up to 2 hours in length, obtain a blue checkmark verification badge on their account, and enjoy an expanded character limit of up to 25,000 characters, among other perks.
Ads policy
Currently, Meta Threads does not display any advertisements, although this may change in the future considering that Instagram, which is integrated with Threads, does feature ads.
On the other hand, Twitter does incorporate advertisements as part of its platform, which is expected. Advertising serves as a means for Twitter to generate revenue and sustain the platform.
Application Features
Meta Threads currently offers a limited set of features, which is understandable given that it is a new application. In comparison, Twitter provides users with more extensive features to enhance their experience.
Twitter users can customize their feeds using the 'Following' and 'For You' tabs and they can also take advantage of additional functionalities like communities, spaces for audio conversations, and direct messaging.
In contrast, the Meta Threads app does not include these features. Furthermore, Threads lacks support for hashtags, which means it does not incorporate trending topics. When it comes to features, Twitter has a significant advantage.
This discrepancy is understandable since Twitter has a 17-year head start in developing and refining its platform.
Privacy and Data Protection
Meta has faced previous privacy issues and incurred a significant $1.3 billion fine in the EU for privacy violations. This will likely influence people's perceptions when using Threads.
It's important to note that the Meta Threads app is currently unavailable in the European Union due to regulatory and data privacy concerns. The app allows for the transfer of credentials and data from Instagram, which is deemed illegal under EU regulations.
Both Meta Threads and Twitter collect various types of data, including user content, contact information, contacts, search history, usage data, identifiers such as user ID and device ID, financial information, location, and diagnostics like crash and performance data.
However, Threads collects a larger set of individual data points compared to Twitter. These include the physical address, additional contact information, other usage data, health, fitness, and medical information, as well as sensitive details such as biometric data, sexual orientation, and ethnic information.
Considering these security and data concerns, it is crucial to exercise caution when using Meta's Threads app and prioritize the protection of your personal information.
Marketing Potential
The Threads app currently offers an ad-free experience, allowing users to enjoy content without interruptions.
However, users have the advantage of posting directly from their profile to their Instagram feeds, which helps amplify their reach. With access to the expansive Instagram platform, which boasts over 1 billion monthly active users, Threads has significant marketing potential.
Meanwhile, Twitter is no stranger to marketing. The app provides marketers with the opportunity to reach approximately 544.5 million people.
The inclusion of the hashtag feature enables marketers to tap into the latest trends, gauge brand sentiment, and leverage user-generated content for their campaigns.
According to a study, Twitter Ads deliver an average ROI that surpasses other advertising channels by 40%.
Additionally, 66% of brands express their intent to continue utilizing Twitter for marketing purposes. Clearly, Twitter offers considerable marketing advantages and opportunities for brands to make an impact.
Account Management
Twitter operates independently and is not synced or interconnected with any other app. Users have multiple login options available, including phone number, email, or username.
In contrast, Meta's Threads app functions differently, as you may already be aware. It relies entirely on Instagram, which has its advantages.
However, it's important to note that deleting the Threads app necessitates deleting your entire Instagram account, resulting in the permanent loss of your Instagram presence.
Is it worth having a Meta Threads account?
So, is Meta Threads worth considering? It certainly seems promising, but we recommend approaching it with cautious optimism.
Meta's previous attempt to compete with Snapchat did not yield the desired results, but it appears they have learned from their past mistakes and are now prepared for the battle with Twitter.
Mark Zuckerberg and the Meta team have confidence in their product, as evidenced by the significant number of sign-ups.
The integration with Instagram was a brilliant move, providing Threads with essential accessibility features such as AI-generated image descriptions and screen reader support, which bode well for business.
However, Meta faces significant challenges in maintaining this momentum. They must address data and privacy concerns and refine their messaging to highlight the unique capabilities of the app, avoiding the perception of being a mere Twitter clone.
Additionally, studying the performance of similar apps and learning from their experiences would be a wise move for Meta. Although Meta Threads is still in its early stages, it has shown promising signs. It's certainly an app to keep an eye on. Now, we would love to hear about your experiences with Threads.