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Threads - The New Kid On The Block

Meta’s text-based app Threads has hit 100 million users within a week of its launch. Reports point to Twitter’s traffic slowing

Photo Credit : Courtesy: Meta

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Threads has got Twitter in knots! The new text-based Meta app is causing quite a stir in just about a week of its launch and as per reports Twitter traffic is falling. At the time of writing this report, Threads has reportedly reached 100 million sign ups, which took over two years for Instagram to achieve. It is however, the integration with Instagram that has made the new app easier for users to jump on to. Meta CEO Mark Zuckerberg shared the news of the platform reaching this record number mostly organically in just five days, on Threads. 

Elon Musk, Tesla and Space X CEO
Photo Courtesy Debbie Rowe/The Royal Society 
Elon Musk, Tesla and Space X CEO, bought out Twitter last year for $44 billion and has since made multiple changes to the platform, some of which you would recall made users unhappy. There’s been a fair amount of controversy since he took over. And, since the launch of Threads, which is seen as an alternative to Twitter, a lot has been said between both the founders about which is a better app. A few days back, Twitter threatened to sue Meta for allegedly violating its intellectual property rights. According to Twitter, apparently Meta has poached some of their former employees who have had access to trade secrets and confidential information. These employees were then directed to work on the Threads app. Musk put out a post saying – “Competition is fine. Cheating is not”. Of course, Meta’s Communication Director, Andy Stone responded by posting on Threads “No one on the Threads engineering team is a former Twitter employee — that’s just not a thing.”

The next few months will show exactly how popular Threads is with users. Since users can log in using their Instagram accounts, most features available on Instagram are enabled on Threads. At the moment, Threads does not have a web version, it does not allow direct messaging, scheduling or editing of posts. All of this might change in the near future.

Threads

  • Users can log in using their Instagram account 
  • Posts can be up to 500 characters long and include links, photos, and videos up to 5 minutes in length.
  • Everyone who is under 16 (or under 18 in certain countries) will be defaulted into a private profile when they join Threads. 
  • The core accessibility features available on Instagram, such as screen reader support and AI-generated image descriptions, are also enabled on Threads.
  • The feed on Threads includes threads posted by people the user follows, and recommended content from new creators. 
  • Threads is Meta’s first app envisioned to be compatible with an open social networking protocol.


The Early Birds 

Several celebrities moved onto the platform soon after it was launched. Jennifer Lopez, Reese Witherspoon, Jennifer Aniston, Gwyneth Paltrow, Shakira, Kim Kardashian, Paris Hilton and Chef Gordon Ramsay are some of the big names. Meanwhile, Richard Branson, the founder of the Virgin Group posted “Thready, steady, go..”

In India too, the platform garnered a fair amount of interest as soon as it was launched. Media reports suggested that Netflix India, Swiggy and Amazon India, and celebrities such as Parineeti Chopra, Masaba Gupta and Diljit Dosanjh were among the early adopters. 

Industry Chatter 

The value of social media for business growth has long been established. Here are some figures for you to think about, research suggests 59.9 per cent of the global population or 4.80 billion humans use social media. Wouldn’t you say that’s decent reach for your product? Off late, Instagram has emerged as a favourite of individuals and businesses - it is the visual aspect that draws people to it. Reports show that 90 percent of its users follow brands. It is estimated the platform will reach 2.5 billion monthly active users (MAU’s) by the end of this year. With 326.6 million active Instagram users, India tops the list of countries with the maximum users. 

Shehlina Soomro, Co-founder, Saritoria, the global fashion platform that sells and buys pre-loved luxury garments says social media has been a great tool for spreading awareness about their concept and has been the primary communication tool with their customer base. The brand currently leverages Instagram’s massive reach to engage with their consumers. “Social media is a very important channel given the reach of platforms such as Instagram and the trust that audience place in the content creators that they follow. Given the concept of Saritoria is new to the Indian & South Asian demographic, a careful selection of brand partnerships in order to break down stigmas around second hand clothing and the circular economy has been vital.”

Talking about Threads, Soomro says, the speed and scale of its launch has been astounding, the proof of its success will be in the repeat use and retention of customers

According to Dikshita Shukla , India Brand Head, Estée Lauder, social media is the most direct form of brand expression. She says, for a heritage luxury brand like Estee Lauder, social media helps with storytelling. For The Ordinary, a skincare brand they acquired, social media has helped impart knowledge. “The advertising campaigns we run on social media are the number one source of traffic on our website and especially aid us in spreading awareness in case of new product launches” she adds. The brand and its core audience are most active on Instagram.

She believes, Threads is a great addition to the overall social media offering of Meta. The Meta platforms are about self-expression and text is a very effective medium for it. While it may start with the existing creators taking charge, we foresee a completely new type of creator emerging from this way of communication.” As a brand, we are excited that we can now have a two-way conversation with our consumers and really understand them, and make a positive contribution in their lives, she added. 

Writer, Sumit Arora known for his work on films like Stree, The Family Man, 83 and most recently the upcoming Shahrukh Khan starter Jawan, says social media has helped build unique brands that have a unique voice. About Thread he feels, it is a significant entry into the world of social media, “they say, a picture speaks a thousand words, but at times you want to read those thousand words, and Threads can help achieve that.”

Krishna Shroff, Founder MMA Matrix & Matrix Fight Night says, “ I haven’t personally jumped on that bandwagon yet, but from what I hear, there’s nothing drastically different that it has to offer. I think I’ll watch from the side lines and let it play out because I’m extremely content with just Instagram. It allows me to do my thing and finances those monthly travel plans I love to make!”

James Wellwood, Founding Partner, Urbanic says, the ability of Threads to garner 300 million users within its first 24 hours, says a lot about the power and influence it holds in the digital universe. Despite its lack of advertising ability, a lot of brands have already logged in and started posting organic content. Soon it will enable Thread natives to upload and circulate marketing collaborations by introducing branded content tools to its users.

Marketers would soon channelise their efforts and resources in figuring out strategies to monetise from the platform. It is a fitting platform for viral marketing too, enabling brands and influencers to post any live event or to make any big announcements.

For now Threads has created quite a buzz, the months ahead will tell us how popular it becomes with brands and individuals. 


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threads magazine 29 July 2023