Meta Launches Threads, a New Text-Based App to Rival Twitter

Meta, the parent company of Facebook and Instagram, has launched a new text-based app called Threads. The app is designed to be a more intimate and personal way to connect with friends and family and offers several features that, in many ways, are like Twitter.

Announced three months ago, the buildup of the app created a buzz in the social realm. Yet, it reached new heights this past week when Meta CEO Mark Zuckerberg took a jab at Twitter CEO Elon Musk over the upcoming Threads release – adding to the ongoing narrative of Twitter’s demise.

What Is Threads?

Threads is a text-based platform linked to users’ Instagram accounts and offers a separate space for real-time updates and public conversations.

The app has several features designed to make it more ephemeral than other social media platforms, such as disappearing messages and restricting who can see your posts. Pulling over existing Instagram settings, users can follow the same accounts as they do on Instagram and get content recommendations from creators they have yet to discover.

Additionally, some of the key features of the new platform include:

• Posts up to 500 characters long.
• The ability to add links, photos and videos up to 5 minutes in length. This includes carousels with up to 10 images.
• Sharing a Threads post to your Instagram story or as a link on another platform.
• Control over who can mention you or reply to you.

Meta hopes Threads will appeal to users looking for a more personal and private way to communicate. Since its July 5 launch, Threads has received over 70 million sign-ups since its launch.

“Our vision with Threads is to take what Instagram does best and expand that to text, creating a positive and creative space to express your ideas.”
—Meta (2023)

Why Should You Join Threads?

With so many other platforms to use and choose from – why should you join Threads?

As an extension of Instagram, this is a seamless and easy way to continue creating content, building brand and cause awareness, and an opportunity to connect with audiences in a more personal and direct manner.

This more candid and behind-the-scenes approach is an easy way to create insight into your brand while building trust and rapport with your audience.

Ready to use Threads? Here are some quick tips for brands on how to use Threads effectively:

• Keep your content short and sweet. Users are more likely to engage with content that is easy to read and digest.
• Use visuals. Photos and videos can make your content more engaging and visually appealing.
• Be personal. Share content relevant to your target audience and show your brand’s personality.
• Be consistent. Post regularly to keep your followers engaged.
• Keep it casual and fun. Post content that is fun, informal and still quality without needing to be polished.

As Meta shared, “Threads is Meta’s first app envisioned to be compatible with an open social networking protocol – we hope that by joining this fast-growing ecosystem of interoperable services, Threads will help people find their community, no matter what app they use.”

What’s Next For Threads?

Though newly launched and still being explored, Threads is already moving fast to build upon its product and buzz– including a threatened lawsuit from Twitter.

Currently, the platform lacks essential functions such as DMs and 1:1 messaging, video creation, and ad and monetization features. But the Meta team isn’t worried about that now.

Available in 100 countries with more on the horizon, this initial launch is only the beginning for Threads.

“Our priority is to build consumer value first and foremost, which will allow us to explore how to build business value.”
—Meta (2023)