The new kid on the block - THREADS
Meta’s new Twitter clone app—Threads—launched last night, a day earlier than planned (thanks Zuckerburg, like you haven’t put us social media managers through enough!).
More than five million users signed up in the first four hours.
Here’s what we know so far.
Searches for the term “delete Twitter account” saw a staggering 131% increase on July 1st, compared to the week before. Why? Twitter began limiting the number of tweets people can view per day to deter third parties from scraping data off the platform.
Elon Musk declared that unverified users could read 600 tweets and verified users 6,000 per day.
How does the app work with Instagram?
Instagram users recieve Threads notifications and can log in with their Instagram username and password, syncing up with their existing followers.
The user’s handle, bio, and verification will transfer from Instagram.
Threads users will be able to search for, follow and interact with creators and public figures on the app.
There is a 500 character and ability to attach links, photos and videos up to five minutes long. They can interact via likes, replies and reposts.
Built on the back of Instagram, Threads will operate based on Instagram’s existing guidelines. Blocked accounts and users will carry over on Threads.
The launch strategy
Meta cleverly enlisted celebrities, content creators and other household names to enter the platform before it became available to the public, peaking the interest of users even more. If the data is correct, Meta needs roughly one-in-four Instagram users to use Threads monthly to make it as big as Twitter. A highly realistic stat!
What’s the opportunity for brands?
Currently, there’s no telling how the platform will be monetising. Subscriptions and paywalled content could be another revenue stream for the creator-focused app, but I’m crossing my fingers and toes that that won’t happen.
Allowing Instagram users to port their profile to Threads makes it easy for the new app to gain more traction.
After spending all morning (yes, all morning. It’s my job to be this obsessed!) trailing and testing the app, here’s what I think.
It’s what Twitter was like back in the day. A great way to reconnect with your community
Lots of users are describing it as ‘one big group chat’
Brands from Netflix to Lululemon, Gymshark to your local cafe are getting involved, all with no strategy, just vibes
It’s an opportunity to repost some of your best-performing content!
I’m more than sure that an ad’s feature will rise sooner rather than later, that is Meta’s bread and butter after all!
Hashtags don’t seem to be a thing, but I’m sure it’s only a matter of time until Threads has it’s own algorithm!