There’s potential in the text-based platform despite its rocky launch
On July 5, 2023, Meta – the company responsible for Facebook, Instagram and more – released a new social media platform, Threads. The app took the world by storm, surpassing 140 million users in its first week.
That number makes Threads the fastest growing app in history, surpassing Chat GPT. But that doesn’t reflect its state today, as the platform failed to hold onto users. As a result, the big question is whether Threads is the “Twitter/X-killer” it was meant to be and, if so, whether you should be on it.
As NAIT’s social media specialist (and a 2014 grad of Radio and Television – Radio), here are my thoughts on the roller-coaster launch of Threads and its role as the newest text-based platform in an evolving social media landscape.
A stumbling (but not terrible) start
Threads might be the fastest growing app ever, but it was also able to draw from a massive built-in user base. For those on its sister platform, Instagram, adding Threads is as easy as a few taps. It was even easier for those users to stop using it.
Since launch, daily active user (DAU) numbers have fallen 80% and overall active users dropped by more than 50%, to the current 9.6 million. Time on site also dropped, from an average of 19 minutes per session to just over two.
That said, roughly 10 million DAU is still impressive for a new platform. Compared to Twitter/X’s DAU of about 240 million that might seem insignificant, but keep in mind Twitter/X was established 17 years ago, in 2006.
What’s more, Twitter/X rivals Mastodon, started in 2016, has 13.8 million accounts (not necessarily active users), and Bluesky, which launched in 2021, has less than a million users.
Threads then, despite the losses, has a great base to build upon. I expect that as the platform becomes more feature-rich, we will see users will begin to reconnect.
A place for positivity
Another aspect that might contribute to a rebound for Threads is that it is designed to be “a positive and creative space to express your ideas,” says Meta, and “to enable positive, productive conversations.”
Perhaps that’s to be expected, given that Instagram is considered one of the more positive social media platforms. Threads will be a more moderated space compared to Twitter/X, making it a kinder alternative for those looking to avoid disinformation and negativity – assuming Meta can keep its promise to stay vigilant.
Things I’d like to see change
There are no hashtags on Threads, making it difficult to organize and find content. Similarly, the lack of a trending topic list or “For You” page (curated based on your history on the platform) will disappoint those wanting to know the hot-button topic of the hour or find their next favourite creator.
Other frustrating features include
- you cannot delete your Threads account without deleting your Instagram account
- you also cannot switch between different Threads accounts that you create unless you log out of one and into another (unlike Instagram)
- to the annoyance of those who manage multiple personal or business accounts, Threads cannot be viewed via desktop or managed by content management tools (including, oddly, Meta’s Creator Studio)
There may be hope. Though Threads launched without a “follows” tab to list content from people you follow, after a couple weeks Meta updated the app to include one. Since day one, the company has been making, and promising, fixes for pain points identified by users.
What Threads says about the current social landscape
Social platforms are once again rushing to capture users in the text-based space. Despite the popularity of TikTok and Instagram Reels, demand for simpler forms of expression persists. Fans of this type of platform now have more options. Even as social media evolves, the appearance of Threads suggests this form to be foundational and lasting.
How many of these are likely to stick around? Despite Bluesky and Mastodon having been touted as successors to Twitter/X, these platforms have not gone from fringe to mainstream. Bluesky remains invite only and Mastodon has struggled to keep up with user surges that follow after bad news about Twitter/X. On top of this, TikTok’s foray into this space is clouded with the threat of the platform being banned in the U.S. and Canada. And as Twitter/X continues to evolve we may see it enter a different category all together.
Considering all of this, Threads may be the most viable long-term option for those looking to continue to share on a text-based platform.
Getting past the growing pains
Currently, I use Threads every few days out of curiosity. It fascinates me to see who has adopted it, which communities are thriving, and how many people are asking, “Is anyone still on Threads?”
Spoiler alert: people are still on the platform, and some really love it. Like any new tech, Threads is dealing with some growing pains. It will grow, get better and attract new users with new features and a positive environment. I can’t wait to see what the next year holds for it, and for the entire text-based social media landscape.
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