Threads, Meta’s latest social media app, seemed to be an overnight success, seeing more than 100 million sign-ups in less than a week when it launched in July 2023.
At first glance, Threads appears to have a stark resemblance to X – which checks out for Meta, which is notorious for being a social copycat. From text-based posts to its home feed, replies and more, Threads feels like X. And it couldn’t have launched at a more opportune time, with X users threatening to jump ship after Elon made a seemingly endless list of changes to Twitter, including its name.
I, along with many social media managers, wondered if Threads could be the app to put the final nail in the X coffin. But I had my reservations. Threads wasn’t necessarily coaxing X users over to join the app. The app is made up of a bunch of Instagram users, which are undeniably different than X users. What could Instagram users possibly want to create in an X-style app? In my mind, Threads would most likely feature Instagram content displayed in a Twitter format.
Threads: Is it Instagram or X?
As users started shaping Threads, the app proved to develop its own culture. The app places conversations center stage, fostering real-time, intimate conversations between users, attempting to feel like a private chat room rather than a bustling public forum. It’s not an overcrowded platform, yet, making it feel far cozier than its Goliath-sized competitors. Users and brands have been creative as they experiment with content on the app, taking more risks and having fun as they see what sticks.
But honestly…it really does feel like Instagram content in a Twitter format to me. Memes. Vertical videos. Pop culture. I’m seeing the same content on Threads that I see in my Instagram feed. I will say, bypassing bio links and clicking right on the link itself is a plus. But compared to the search function of Instagram and Twitter, Threads has a long way to go.
The major difference between Threads and Instagram is (ready for it?) text-based posts.
Are people on Threads?
Disclaimer: As someone who casually and infrequently peruses my Threads feed, there’s a good chance I’m missing the whole point of Threads. So, I took to the internet to fill in my gaps of knowledge.
Within a month of launching, Threads saw a drastic decline in daily active users, dropping more than 60 percent from its first-week average. Though, it appears Threads is now back on the upswing. Just recently, Meta rolled out a web-based version of Threads, with some experts speculating whether this might save the platform, noting social media users’ frequent use of social media via desktop.
I, for one, am not convinced. Sorry not sorry.
There’s currently a decent-sized dedicated group of Threaders who are digging the app. Threads, in its current state, reminds me of Reddit or Discord: the people who love it, LOVE it and are loyal to the app. But there are millions of people who either haven’t heard of it, have ghosted the app, or don’t care to join. This is unlike Threads’ competitors TikTok and Twitter (X), where I’d venture to guess there are fewer people who have never heard of the apps than there are people who have. Will Threads become another Discord? It’s probably too soon to know.
Is CSU going to get on Threads?
The CSU Social team discussed whether to launch a CSU Threads account when Threads launched. I was skeptical about Meta’s attempt to morph Instagram users into Twitter (X) users. Launching a CSU Threads account means another mouth to feed (strategy, content, time) before knowing whether Threads will be around to stay or not. For the time being, we’re holding off on launching a CSU account on Threads, but are keeping our eye on the app and giving it time to find its groove.
Maybe I’ve been a bit hard on Threads. I have nothing against Threads and I can’t see into the future. While we don’t currently have plans to start a CSU Threads account, that doesn’t mean Threads isn’t a solid platform for brands to consider utilizing to engage with their audiences.
It all comes back to strategy:
- Is your audience there?
- Do you have a content strategy in place to feed the account?
- Do you have the time and resources needed to manage the new account?
- Is the juice worth the squeeze? (Will the hard work of managing a new platform help you meet your goals in a meaningful way?)
If the answer to these questions is yes (or even, maybe), then…why not join?
And if you do join and figure out the secret sauce to Threads, don’t gatekeep 😉