Threads, an application created by Meta to compete with Twitter, has been launched.
This app, described as the text-based counterpart of Meta's photo-sharing platform Instagram, was made accessible to users in over 100 countries, including the United States, Britain, Australia, Canada, and Japan, starting Wednesday night. Despite encountering some initial technical issues, Threads garnered 30 million sign-ups by Thursday noon, according to Mark Zuckerberg, the CEO of Meta, who shared this information on the Threads platform.
Notable additions to the platform include renowned personalities such as Oprah, the pop star Shakira, and the chef Gordon Ramsay, along with official accounts from Taco Bell, Netflix, Spotify, the Washington Post, and other media organizations.
Threads, the app introduced by Meta, offers "a fresh and distinct platform for immediate updates and public discussions." Its arrival coincides with a growing demand for alternatives to Twitter, as users seek to avoid the lively governance of the platform under Elon Musk's ownership, following his acquisition for $44 billion last year. However, Meta's latest application has sparked concerns regarding data privacy and notably remains inaccessible within the European Union.
Here's essential information to acquaint yourself with Threads.
What is the process for using Threads?
Threads can now be downloaded from the Apple and Google Android app stores, catering to individuals in over 100 countries.
Developed by the Instagram team, Threads allows Instagram users to access the app using their existing Instagram account. As per the platform, your username and verification status will be carried over seamlessly. Additionally, users will have the flexibility to personalize various aspects of their profile, including the choice to either follow or not follow the same individuals as they do on Instagram.
Due to the strong integration between Threads and Instagram, it is crucial to exercise caution when considering account deletion. According to the additional privacy policy of Threads, you have the option to deactivate your profile whenever you wish. However, it is important to note that the deletion of your Threads profile can only be accomplished by deleting your Instagram account.
Is it possible to use Threads without having an Instagram account?
Currently, the ability to create Threads accounts is limited to users of Instagram. Therefore, if you wish to access Threads, you will need to first register for an Instagram account.
While this decision may face some opposition, Mike Proulx, the VP and research director at Forrester, remarked that Meta's strategy of making Threads an extension of Instagram was a clever move.
"It's generating curiosity among users," Proulx commented, pointing out that Instagram users are receiving notifications about their followers joining Threads, which in turn motivates more individuals to sign up. "That's one of the reasons why Threads managed to attract over 10 million users within just a seven-hour timeframe after its launch."
However, Proulx emphasized that sustaining momentum and retaining user engagement beyond the initial surge of curiosity will be paramount in the future. He acknowledged that the long-term viability of Threads is what will ultimately determine its success or failure.
In what ways does Threads resemble Twitter?
Threads offers a microblogging experience that bears a striking resemblance to Twitter. Users have the ability to repost, reply to, or quote threads, and can readily view the number of likes and replies a post has garnered. Unlike Twitter's character limit of 280, Threads permits posts of up to 500 characters, enabling the inclusion of links, photos, and videos that can extend up to five minutes in length.
During the early stages of discussions on Threads, Zuckerberg expressed the importance of cultivating a friendly environment, highlighting its significance for achieving success. He mentioned that this approach sets Threads apart from Twitter, which, in his opinion, didn't reach the level of success he believed it could have due to a lack of emphasis on fostering a welcoming atmosphere.
Is Twitter pursuing legal action against Meta?
As per a letter obtained by Semafor on Thursday, Twitter has issued a threat of legal action against Meta regarding Threads. The letter, addressed to Meta's CEO Mark Zuckerberg and dated Wednesday, was composed by Alex Spiro, an attorney representing Twitter. Spiro accused Meta of unlawfully utilizing Twitter's trade secrets and other intellectual property by employing former Twitter employees to develop a "copycat" application.
In response to the news of Spiro's letter, Meta spokesperson Andy Stone posted a reply on Threads Thursday afternoon, stating that none of the engineers on the Threads team were former Twitter employees.
While there have been no direct tweets from Musk regarding the potential legal action, he has responded to several sarcastic comments about the launch of Threads. In response to a tweet suggesting that Meta's app was mostly created using the copy and paste function, Musk replied with a laughing emoji.
Although Twitter CEO Linda Yaccarino has not publicly addressed Wednesday's letter, she seemingly alluded to the launch of Threads in a tweet on Thursday, emphasizing that "the Twitter community can never be duplicated."
Hasn't this been attempted previously?
The resemblances found in Meta's newly introduced text-based app indicate the company's direct intention to compete with Twitter. The turbulent ownership of Twitter has led to a series of unfavorable modifications that have resulted in a decline in user and advertiser satisfaction. Consequently, many individuals are actively exploring alternatives to Twitter.
In this evolving landscape, Threads joins the list of recent contenders aiming to rival Twitter, including Bluesky, Mastodon, and Spill.
What is the approach taken by Threads in moderating content?
As stated by Meta, Threads will implement the same safety precautions that are employed on Instagram. This entails enforcing Instagram's community guidelines and equipping users with tools to manage who can mention or reply to them.
Furthermore, Threads will feature content warnings for search queries spanning topics such as conspiracy theory groups and misinformation concerning COVID-19 vaccinations. These content warnings appear to be akin to those utilized on Instagram.
What are the concerns surrounding privacy?
According to the data privacy disclosure on the App Store, Threads has the potential to collect a broad range of personal information. This may include health-related data, financial information, contact details, browsing and search history, location data, purchases, as well as sensitive information.
Currently, Threads is not accessible in the European Union, which is known for its stringent data privacy regulations.
Meta has informed the Data Privacy Commission in Ireland, which serves as Meta's primary privacy regulator for the EU, that there are no immediate plans to introduce Threads in the 27-member bloc. Graham Doyle, a spokesperson for the commission, confirmed this. Meta stated that it is actively working towards expanding the availability of the app to more countries, but cited regulatory uncertainties as the reason behind its decision to delay the launch in Europe.
What's the Future for Threads?
Success for Threads is far from guaranteed. Industry watchers point to Meta’s track record of starting standalone apps that were later shut down — including an Instagram messaging app also called “Threads” that shut down less than two years after its 2019 launch, Proulx notes.
Still, Proulx and others say the new app could be a significant headache for Musk and Twitter.
“The euphoria around a new service and this initial explosion will probably settle down. But it is apparent that this alternative is here to stay and will prove to be a worthy rival given all of Twitter’s woes,” technology analyst Paolo Pescatore of PP Foresight said, noting that combining Twitter-style features with Instagram’s look and feel could drive user engagement.
Threads is in its early days, however, and much depends on user feedback. Pescatore believes the close tie between Instagram and Threads might not resonate with everyone. The rollout of new features will also be key.
“The real test is not if we can build up a lot of hype, but if you all find enough value in the app to keep using it over time,” Instagram head Adam Mosseri wrote Thursday in a Threads post. He also acknowledged, as many users have already done, that there are “tons of basics” missing, including hashtags and direct messaging between users. “Full disclosure, it’ll take time.”
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