Threads and the Future of the Social Media Landscape
Threads is a new social media app that launched on July 5, 2023, created by Meta, parent company of the renowned social media apps Facebook and Instagram. Threads is like Twitter, featuring a feed of text-based posts with a 500-character limit, that users can comment on, like, and share – encouraging real-time conversations. Threads also allows users to upload photos and videos to the feed.
Threads is off to an impressive start, receiving more than 100 million sign-ups in less than a week. "The vision for Threads is to create an option and friendly public space for conversation," Meta CEO Mark Zuckerberg said in a Threads post following the launch. "We hope to take what Instagram does best and create a new experience around text, ideas, and discussing what's on your mind."
How to Sign Up for a Threads Account
Threads is available in 100 countries and more than 30 languages via Apple's iOS and Android. Due to privacy concerns, the app is not currently available in the EU.
Even though Threads is its own app, it's only available to Instagram users for now – meaning your Instagram account and Threads account will use the same username. You'll also be able to transfer over the same settings and block list that you have on Instagram and use your Instagram network to find people to follow.
Is Threads Really the Twitter Killer?
Like Twitter, Threads enables users to create posts and have real-time conversations. Many Twitter users are unhappy with the recent changes the platform has integrated, particularly the limitations on how much content users can view each day and the paid subscription for verification.
Because Threads users must also have an Instagram account, verification marks from Instagram are carried over to Threads – even if you've paid for Meta Verified. Currently, there are no paid subscriptions on Threads, nor ads.
In 2023, Twitter reported that it had 330 million active users every month. The magnitude of that figure indicates that, despite recent modifications to the app's functionality, a considerable number of users have not yet abandoned the blue bird.
However, it should be noted that these figures were released prior to the launch of Threads, so there is a possibility that Twitter has experienced some user decline since then. So, is Threads really going to kill Twitter? For now, it's not entirely clear what Twitter's future looks like. However, Threads will likely have some influence on the app once monetization is available, as several top advertisers stopped promoting on the platform in 2022 and have been slow to return in 2023.
How Brands are Reacting
Many celebrities, brands, and influencers were quick to establish their presence on Threads. For example, renowned brands like Wendy's and Sephora are already taking advantage of the Threads buzz by creating posts and engaging with users.
As more brands adopt Threads in the coming weeks and months, the opportunity for real-time interaction can help build social media engagement and customer loyalty for brands across industries. Although advertising is not available on the platform just yet, Threads could eventually become an integral part of Meta's core advertising business, which will have a major impact on the social media advertising landscape.
What This Means for the Future of the Social Media Landscape
So, what predictions do marketers have about the potential impact of this new social media app? We asked our VP of agency services, Anna Kane, to weigh in. Kane stated: "With Meta's targeting capabilities and global reach practically built in, Threads has the potential to become a new online marketing powerhouse. The impressive sign-up rates and the kind group-chat atmosphere prove it is off to a picture-perfect start. Add recent changes at Twitter that alienated many users, Threads has the momentum to not only become the Twitter-Killer; it has all pre-conditions to conquer the conversation-based advertising market in a way that Twitter never managed achieve even in its best days."
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Larisa Bedgood is VP of marketing from Porch Group Media.