Threads, text-based social media platform created by Meta that allows users to exchange perspectives and post updates in the style of the popular X (formerly Twitter) platform. Threads leverages Instagram’s user base to expand its reach, using information from Instagram to suggest accounts for users to follow and engage with. It has emerged as a challenger to Twitter’s long-standing dominance of text-based social media.
Threads existed in the Instagram universe prior to its resurgence in 2023. In 2019 Instagram introduced the first Threads, a video messaging app similar to Snapchat. Despite its potential, this first Threads faded into obscurity.
By 2023, X, once the undisputed leader in real-time conversation and updates, had undergone significant changes under Elon Musk’s ownership, leaving many users disillusioned and looking for alternatives. Musk implemented multiple changes to the platform, including allowing users to pay for the blue verification check mark, which had previously confirmed accounts’ authenticity. Soon, however, content from blue-checked accounts—much of which was offensive or inaccurate—was being favored by X’s algorithm. Musk also fired thousands of employees upon gaining ownership of Twitter. His politics, which veered far right, furthered users’ distrust.
Threads reentered the digital scene in July 2023 with a complete feature overhaul. Its design philosophy is centered around a 500-character limit per post, as well as the ability to share photos and videos. Meta’s goal for Threads is to combine Instagram’s community-building capabilities with writing features.
The platform experienced a surge of activity within the first week of its launch, attracting over 100 million users and presenting a clear challenge to X’s dominance.
Threads’ sign-up process allows Instagram users to start “threading” without creating a new account. This integration between Instagram and Threads allows users to automatically follow accounts, ensuring that users’ networks on Instagram are instantly accessible on Threads. Users could interact with posts through familiar icons, share content between Threads and Instagram, and even carry over their verification status from Instagram.
At the time of its launch, Threads stood out for its uninterrupted scrolling experience devoid of ads. This aspect of the platform was particularly appealing to users, as it provided a clutter-free environment for communication and interaction.