All You Need to Know about Threads : #1 Social Media App

Meta and Twitter’s continued battle gets a new weapon: Threads

We answer your FAQs about Threads; the world’s fastest-growing, number 1 social media app. We also touch on its downfalls, the drama between tech giants, and how this is pitched as an app of positivity.  

What is Threads?  

Threads is a new social media app by Meta (who owns Facebook, Instagram and Whatsapp). It has been developed as a rival to Twitter and promotes text-based social media interactions (though photos and videos can be shared through the platform as well).  

How many people are on Threads?  

As of 11th July, Threads is the number 1 social networking site on the App Store, with a rating of 3.3 stars out of 5. It’s had a whopping 100 million sign-ups in the 5 days since it launched. That’s faster growth than ChatGPT!    

A major reason for this rapid growth is that users can log in with their existing Instagram account and import their Instagram followers, making it super quick and easy to join. New Zealand seems to embracing the trend, with many prominent brands (eg All Blacks and NZ Police) creating profiles and joining the conversation.  

How do I create a Threads account?  

Simply download Threads from your iPhone or Android and you will be given the option to log in to the app with your Instagram credentials.  

If you want to create multiple Threads accounts (i.e. a personal profile and a brand profile) then, after setting up your first Threads profile using the login details from whichever Instagram account you’re currently signed in to, log out of Threads and return to Instagram. Once in Instagram, switch users to your other profile, and then head back to Threads – you’ll be given the ‘Login using Instagram’ option again and this time you can use your other Instagram account credentials.  

You’ve been warned, once you sign up to Threads the only way you can delete your account is if you delete your whole Instagram. Crazy right? Think of all those posts and random followers you gained from nights out, gone in the blink of an eye.    

If we’re comparing terminology between Twitter and Threads; retweets are 'reposts' and tweets are called 'threads.' Pretty simple right? No wonder Musk has called out Threads as a Twitter “copycat” app – with threats to sue. (more of that later)  

Can I repurpose Facebook or Instagram posts on Threads?  

While it’s technically possible to repurpose content, at this point we don’t advise it. Threads have been developed to have a more text-based format and the community (so far at least!) seems to be enjoying a more conversation-based vibe. Humour seems to play particularly well, so it’s worth thinking about how this fits with your brand and tone of voice.  

Don’t forget, comments and replies are equally as valuable as posting your own “Threads”, so get talking (or should we say Threading?)  

Can I sponsor content or run ads to increase visibility on Threads?  

At this stage, Threads has not been monetised – that means you can’t sponsor your content or run ads. In addition to this, the platform’s search functionality is very limited – this means that it’s difficult to find hash-tagged content.  

With paid posts, ads and hashtags out of the mix, generating visibility on the platform will require you to focus on having great content that encourages people to Like, Comment and Repost (like the good old days on Facebook!).  

The Downfalls of Threads  

Like all new apps, there are a few kinks that need to be ironed out. The newsfeed is filled with quite frankly, random people. You’ll find a pic of Sharika followed by a meme of a crocodile eating a croc shoe, then something profound about Instagram’s latest update from Mosseri. This is not necessarily a bad thing, as all social media platforms have adopted an algorithm of "we know what’s best”, pushing recommended content versus whatever our following list is posting.    

It just feels like TikTok’s FYP shows me things I never thought I knew about myself yet are completely and utterly relevant and life-changing (eg; how to make my own oat milk). Versus the Threads feed that feels like I’m on public transport at peak hour without my AirPods; eavesdropping into everyone’s conversations.    

Unlike Twitter, you can’t send messages on Threads. This is great for the Insta baddies who now have a safe space from thirsty men. 

Another downfall is you can only access it on your phone. According to Radio Canada “the app...lacks a desktop version that certain users, such as business organizations, rely on.”    

The drama of Threads  

The gloves are off between Elon and Musk, whose public rivalry is going from cage fight to courtroom. Musk is threatening to sue Meta for Threads, which they describe as a “copycat” app to Twitter.   

His claims for court include using old Twitter employees, plus trade secrets to create the newest trending app. A day after Thread’s launch, Twitter’s lawyer Alex Spiro wrote;   

“Twitter has serious concerns that Meta Platforms (Meta') has engaged in systematic, willful, and unlawful misappropriation of Twitter's trade secrets and other intellectual property. Twitter intends to strictly enforce its intellectual property rights, and demands that Meta take immediate steps to stop using any Twitter trade secrets or other highly confidential information.”  

The Fall of Twitter  

Since Elon took over in October 2022, a series of huge changes have occurred at Twitter HQ. Large staff cuts resulted in fewer hands on deck, causing crashes in the system. Limits were placed on how much content users could consume for free, with paid users also facing heavy content restrictions. Not to mention a lack of moderators equaling huge increases in hate speech and other nasty stuff.   

Fidelity estimates that Twitter is worth just one-third of what Musk paid for it.  

One of Twitter’s founders, Jack Dorsey, is developing Blue Sky, which aims to “build a social internet. A new foundation for public conversation and social networking which gives creators independence from platforms, developers the freedom to build, and users a choice in their experience.”  

A Platform of Kindness  

Unlike Twitter, Threads is aiming to be a platform of kindness. Mark Zukerberg wants Threads to be anti-right wing and will make every attempt to remove hate speech.  Although some right-wing leaders have already signed up.  

Mike Proulx, the research director at the analysis firm Forrester, said the Threads launch so far had been a “case study on what to do right. The meteoric rise of Threads, in just five days, demonstrates just how many people have longed for an alternative to what Twitter has devolved into.”  

However, Elon says it is a “false happiness”; similar to how everyone on Instagram promotes the best parts of their life without the downfalls. Is Twitter just the reality of humankind unfiltered?  

Threads has not yet launched in Europe has they mull over the app’s access and use of private data rights.  

Need help getting sorted with Threads?  

We’ve got your back! Threads is 100% our cup of social tea and we would love to help you build up a presence on it. Have a chat with us about options for getting your Threads presence up and running in a way that works for your brand.