Threads – Instagram’s New App
Threads, the new social network by Meta (formerly Facebook), has gained significant attention, with over 10 million sign-ups within hours of its launch. As of 4 pm – Threads has become the most rapidly downloaded app, with more than 30 million downloads in the last 16 hours. The app is positioning itself as a competitor to Twitter and has attracted high-profile users and advertisers. Mark Zuckerberg envisions Threads as a platform for public conversations with billion-plus users.
So let’s do a quick recap on what Threads is and if advertisers should be ready to spend on the new platform.
Threads Overview
Just three months after announcing its intentions, Meta has officially launched Threads, its competitor to Twitter. Threads is a new app developed by Meta, the parent company of Facebook, Instagram, and WhatsApp. The platform bears (a very close) resemblance to Twitter, featuring a feed primarily composed of text-based posts, although users can also share photos and videos. Users can engage in real-time conversations, reply to, repost, and quote others’ posts, similar to Twitter.
The app incorporates Instagram’s aesthetic and navigation system and allows for seamless sharing of Threads posts to Instagram Stories. Thread accounts can be public or private, and verified Instagram accounts are automatically verified on Threads.
Mark Zuckerberg, the CEO of Meta, envisions Threads as a friendly public space for conversation, emphasizing text, ideas, and discussions.
Despite some initial glitches and content loading issues, which are typical during the launch of a heavily-used app, Threads has gained significant user engagement. Despite some initial glitches and content loading issues, which are typical during the launch of a heavily-used app, Threads has gained significant user engagement.
The launch of Threads coincides with Twitter’s move to restrict tweet visibility, giving Meta advantageous timing. According to Meta, Threads is now accessible in over 100 countries and supports more than 30 languages on both Apple’s iOS and Android platforms. Threads is not available in the European Union due to ongoing privacy disputes, and it lacks direct messaging and live stream options found on Twitter.
Nc’s POV as a Marketer
Advertisers are interested in the platform due to concerns about brand safety on Twitter. Meta’s track record on privacy and data handling raises some concerns, but it is seen as a genuine alternative. Meta leverages features from Instagram and targets digitally savvy creators. However, the requirement to delete one’s Instagram account when deleting Threads may draw scrutiny. Regardless, advertisers are closely monitoring Threads (as are we), even though advertising opportunities are not available yet. Martin Sorrell, CEO of digital marketing firm S4 Capital, believes that Threads has the potential to be successful, and advertisers are particularly interested due to concerns about brand safety on Twitter.
As most advertisers, we recognize the potential of Threads and are keeping a close eye on its development!
