On July 6, 2023, Mark Zuckerberg posted his first Tweet in 11 years. The timing was no coincidence. Meta launched Threads, a new app for ‘sharing text updates and joining public conversations.’ Zuckerberg’s clever meme featuring Spiderman pointing at Spiderman was a not-so-subtle taunt aimed at Elon Musk. The post garnered 44,000 likes in 3 hours. The response to Threads has been even more sensational. A day later, Mark Zuckerberg shared a Threads post to share that the Threads platform had crossed the 70 million user threshold in a flash. If you’re not on Threads yet and experiencing FOMO, you’re not alone. Here's all you need to know before you take the plunge.
1. Threads is off to a flier
Threads might add thousands of users in the time you get the end of this article. It’s already hit 80 million users; that should come as no surprise given Instagram’s user base of 1.3 billion. For context, Twitter worldwide active daily user count hit around 259 million at the end of 2022. India is one of over 100 countries where Threads debuted on July 6. Meta has not launched the app in the EU region. The decision is believed to have been prompted by strict privacy concerns in Europe and the restrictions under EU’s Digital Markets Act around user data.
2. You’re invited, only if you’re on Instagram
Don’t be surprised if your Google search results for Threads also yield some pages with sewing tips. It’s still brand new and the app is open for all Instagram users. Download the app on the Android Play Store or iOS App store and then tag your Threads app with the Instagram profile. Your Instagram profile will automatically display your Threads badge to nudge your Insta followers to your Threads profile. This is one of the biggest strengths of Threads. You don’t need to build a follower base from scratch. All you have to do is hit the Import from Instagram button to seamlessly move all your information from your Instagram profile. You can follow the same accounts by hitting ‘Follow All’ or follow only the ones you want to, by scrolling through the accounts you follow on Instagram.
3. It’s a lot like Twitter and then it’s not
A new thread is the equivalent of a tweet. Each thread or post can be up to 500 characters and include photos, links and videos; there are no hashtags, at least not yet. The user interface is clean and intuitive. You will see five icons at the bottom of your screen. This includes a search icon to search for accounts to follow, a heart icon (that will remind you of Instagram) that shows account activity like requests and replies. There’s also a profile icon that reveals posts and replies. The Instagram Paper Plane hovers around too. You can use it to add a post to your Instagram story or post it on your Insta feed. Unlike Twitter, there’s no direct messaging function for now; this could change soon though. Threads doesn’t allow you to edit posts/threads once you’ve posted them and doesn’t offer a hashtag or trending-topics function.
4. Not a Twitter replacement
In an interview with The Verge, Adam Mosseri, the head of Instagram reiterated that Threads is not looking to replace Twitter but to “create a public square for communities on Instagram that never really embraced Twitter.” It’s aimed at communities that are interested in a “less angry place” for conversations. Meta maintains that safety is an advantage vis-à-vis Twitter but that hasn’t stopped hate content from showing up. You can’t take your Twitter followers with you to Threads. No surprises there.
5. You can check-out any time you like but you can never leave
Threads users are already venting about how you can’t escape the Meta algorithm when it comes to your feed. The feed is a mash up of accounts you follow and what the Threads algorithm thinks is right for you. Mosseri has already clarified (in a thread) that a follower-only list is currently work-in-progress. The other thing that has riled some users is Meta’s policy on deleting your Threads account. You can only do it if you delete your Instagram account. If you’re planning to test the waters, it might be a good idea to do it with a new Instagram account but you won’t have your existing followers on board. You have the option of deactivating your Threads account (it’s a very simple step within the Settings menu) that will hide your profile and posts until you decide to head back to Threads.
6. Big Tech looms large
Meta’s decision to skip the EU during its launch phase has reopened the debate around questionable privacy practices of Big Tech. Just like Instagram, you get recommended posts and accounts from brands that you never followed. The Apple Store Preview on App Privacy reveals the extent of data that the app collects. But that’s not unique to Threads. Some of Twitter’s recent moves in July, including revised usage quotas – unverified users can only peruse 600 posts a day (that was then changed to 1,000) – might push some Twitter users to Threads. But can Threads overtake Twitter in terms of app usage and interactions?
Elon Musk didn’t wait too long to respond to Zuckerberg’s tweet. “It is infinitely preferable to be attacked by strangers on Twitter than indulge in the false happiness of hide-the-pain Instagram,” wrote Musk. The gloves are certainly off and the Threads vs Twitter battle could shape the public square of the Internet.
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