Instagram Threads is a social network that emerged in a scenario of uncertainty on X (formerly Twitter). Its aim is to offer a fresh and integrated experience with Instagram. In this article, we explain what Threads is, its main features, how it operates, and whether it is worth using the new platform.
Launched as an extension of Instagram, Threads arrived to bring something more. While X dealt with management issues and changes in its policies, Threads appeared as a hope for those who wanted a social network with the same dynamics, but without the shadows of all these controversies.
Developed by Meta, Threads, or “Instagram Threads,” emerged in 2023 to capture the essence of what made the old Twitter so popular, while seeking to offer a simpler experience.
Here, we will understand what the social network Threads is, how it positions itself in the face of Twitter’s instability, and what users and brands can expect from this platform from now on.
It’s time to find out whether Threads really has the potential to become the new sensation on social networks or if it is still trying to find its place in the market.
What is Threads, and what is it for?
Threads is a social network from Meta that launched on July 5, 2023. Free to download on Google Play and the App Store, the Threads platform provides an experience very similar to that of X (formerly Twitter): users have access to a feed with posts about what’s happening in the world and can start their conversations.
New users need an Instagram account to sign up. When they log in, they keep the same @, password, and account name, although they can edit their bio.
In the first week of activity, the atmosphere on Threads felt a bit like the first day of school. More than 100 million new users joined to try out the hot app and write their first posts.
When Threads hit the App Store in July 2023, Elon Musk was in the first months of leading X and had incited Mark Zuckerberg, owner of Meta, to a literal fight that never happened.
Twitter, which had a new threat of competition with the launch of Threads, was facing a delicate moment. And the launch of Threads contrasted with the bad news coming from X.
With the arrival of Elon Musk, there was a layoff of sectors and employees of the company. In an interview with CNN, Musk said at the time that he had cut 80% of his employees. During the same period, the network changed with real consequences for the user experience, such as slowness and changes in the verification of official profiles.
Threads represented an invitation for users dissatisfied with the transformations of the old Twitter, even though it offered a more basic platform. After completing its 1st anniversary, Zuckerberg’s new social network has not surpassed the popularity of X but continues to grow in several users.
Data from The Verge shows that Threads has been growing steadily in its first year, although not as fast as in its first months of activity:
Graph showing the evolution of Threads’ first year
Several factors are associated with Threads’ steady growth in user numbers, including the diversification of features that has been happening since its launch in July 2023.
What are the Main Features of Threads?
When Threads was first launched, its simplicity was one of its biggest draws. With no ads and a straightforward interface, the app offered a hassle-free experience as an alternative to X.
Threads then gained more and more popularity, and the platform’s development team began adding new features to make it even more engaging, without compromising usability.
See what the main features of Threads are so far and how they contribute to the user experience.
Posting
Threads users can make simple posts, including short texts, photos, GIFs, and videos. The process is intuitive: just click on the post icon, write or attach the desired content, and share it with your followers.
Reposting
If the user finds a post that they find interesting or relevant on Threads, they can share it with their own followers within the network, just like on X.
Following and For You Feed
In the “Following” feed, Threads users see posts only from the people they follow, ensuring that they don’t miss any updates from their contacts.
In the “For You” feed, the platform’s algorithm recommends content that it thinks you will like, based on your interactions and preferences, similar to TikTok’s “For You” feed.
Polls
Threads users can also create polls in their posts with up to four answer options.
This feature is easy to use: just ask a question and add answer options. Polls close automatically after 24 hours.
Searches
Finding what you’re looking for on Threads is easy with the search function. Whether you’re looking for other users, tags, words, or phrases within posts, searching is simple.
This way, users can find new content and connect with what matters.
GIFs
In the Threads app version, users can add GIFs directly from the post box.
To do this, simply tap the pen and paper icon to start a new post, then tap the GIF sticky note icon to access the GIPHY integration.
Editing posts
After publishing, users have the option to edit the text and tags of their posts for up to five minutes. A timer in the interface shows how much time is left to make changes, helping you ensure that any necessary corrections are made in time.
While you can’t add or remove media after publishing, this editing functionality is useful for correcting mistakes or adjusting information at the last minute.
Audio
Threads allow users to record and publish audio directly on the platform. In the publishing tab, simply tap the microphone icon to start recording. Once recorded, the audio can be attached to a thread and published.
Audio posts can be listened to on both the web and app versions, but can only be created on the mobile app.
Post Insights
After publishing, users can access a detailed list of all interactions with their posts, including likes, reposts, and quotes.
While Threads’ analytics are still less advanced compared to other Meta platforms, these insights are valuable for understanding engagement and content reception.
Instagram Integration
Thread is considered an Instagram app (“Thread Instagram”), and the accounts themselves are linked to the giant Instagram, making it easy for users to sign up and start using the app with an already engaged audience from day one.
The app offers the ability to share posts directly to Instagram Stories. Verified Instagram accounts are automatically verified on Threads.
Web version
Initially, Threads was only available as an app, but due to high demand, the developers launched a web version. Now, users can also use the platform on their computer browsers.
What are the differences between Threads and X (formerly Twitter)?
We’ve put together a list to help you better understand how these two social networks compare and how each one offers its advantages and disadvantages.
Character limit per post
On X (formerly Twitter), each post has a 280-character limit. On Threads, the limit is higher, with you being able to write up to 500 characters per post.
One-on-one chats
On X, in addition to liking and following users, you can send direct messages and have one-on-one chats with other users. On Threads, this functionality doesn’t exist. You can like posts and follow people, but you can’t send direct messages to anyone.
Dependency on another account
To use Threads, you need to have an Instagram account. X, on the other hand, is a standalone platform. You can use X without needing any other social media account or app.
Advertising
A big difference between the two platforms is the presence of advertising. On X, there are several ad formats, and there have been complaints that some appear without a clear indication that they are advertising.
On Threads, there are no ads, which provides a cleaner and more uninterrupted experience for users.
Easy to delete your account
On X, it is easy to leave the platform. You can simply deactivate your account directly on the website or app. On Threads, the process is more complicated. To completely leave, you must first log out of Instagram since the accounts are linked.
Trending Topics
X is famous for its Trending Topics, which highlight the most discussed topics of the moment and allow users to follow global trends.
Threads, on the other hand, does not have a trending topics system, which can impact the dynamics of global discussions on the platform, as it makes it harder for users to see what topics are most talked about at the moment.
How are Brands and Influencers using Threads?
While Threads’ user base is still not comparable to other Meta giants, that hasn’t stopped brands and influencers from taking full advantage of its features to create ways to engage and connect with their audiences.
Some digital marketing strategies for using Threads include:
- Content Marketing;
- Integrated campaigns with Instagram;
- Brand partnerships with influencers;
- Exclusive content and promotions;
- UGC (User Generated Content).
Want to see how this works in practice? Reddit, the social network known for its community forums, is turning heads on Threads. While it may seem unexpected that one social platform would stand out over another, that’s exactly what Reddit is doing.
The forum network uses Threads to share memes created by users on its platform, entertaining its audience and attracting new members.
Influencers have also been using Threads to expand their reach and engagement. Many are leveraging both Threads and Instagram.
Brazilian actress Maisa, for example, uses Threads to post many photos and even campaigns that appear on her Instagram account. She recently used Threads to promote a campaign for the United Nations Children’s Fund (UNICEF).
Is Threads Worth Investing In?
If you’re a brand looking for new ways to connect with your audience or an influencer looking to expand your reach without much extra effort, Thread might be worth a try — after all, you can reach the portion of your Instagram audience that uses the new network without much effort.
However, if you’re at the end of your tether with social media management or skeptical about future changes, it might be best to wait and see how the platform evolves.
Either way, keeping an eye on Threads might be a good idea, after all, in the world of social media, those who sleep on the job miss out on the next big thing.
From a user’s perspective, Threads might be worth trying out because of how easy it is to log in via Instagram.
Curiosity about whether your favorite influencer posts any exclusive content there or even if there are memes that are worth your time on a new social network are other motivations that might lead you to Threads.
On the other hand, the fact is that the user base is still relatively small, and Threads is not one of the largest social networks used in Brazil. This means that, for now, many of your friends and acquaintances may not be on the platform, which may limit the reach of your posts and your initial interaction somewhat.
Instagram Threads of Conclusion
The presence of brands and influencers is a promising sign for Threads, but for now, it is more of a guess than a certainty. It is still too early to declare that Threads will be the new “Twitter” or establish itself as a giant.
As the platform evolves and more users join, only time will tell if it will gain a prominent place among social networks. For now, it is an opportunity to experiment while everyone watches its growth.
Now that you know what Threads is, how about getting a free evaluation of your marketing strategy? Find out how to receive a free diagnosis of your marketing with the experts at Rock Content.
