Threads: Meta’s Text-Based Social Media Platform

Threads, launched by Meta on July 5, 2023, is a text-based social media platform designed to foster public conversations and compete directly with Social Media platforms. Built as a companion app to Instagram, Threads leverages seamless integration with Instagram accounts to offer a familiar yet distinct microblogging experience. With over 100 million sign-ups in its first five days, Threads became the fastest-growing consumer app in history, surpassing the record previously set by ChatGPT. This article provides a detailed overview of Threads, including its features, development, privacy policies, user experience, comparisons to competitors, and more.

What is Threads ?

Threads is a microblogging platform that emphasizes text-based posts, allowing users to share updates, engage in public conversations, and connect with communities around shared interests. It is operated by Meta Platforms and requires an Instagram account for access, making it a unique extension of Instagram’s ecosystem. Posts, referred to as “threads,” can include up to 500 characters, along with links, photos (up to ten per post), and videos up to five minutes long. Unlike Instagram’s focus on visual content, Threads prioritizes text-based communication, positioning it as a direct competitor to Social media platforms.

Key Features

Threads offers a range of features to enhance user interaction and community engagement:

Instagram Integration: Users log in with their Instagram credentials, and their username and verification badge are automatically reserved. The app allows users to import their Instagram bio, profile picture, and follower list, enabling seamless onboarding. Users can follow the same accounts they follow on Instagram with a few taps or discover new accounts.

Text-Based Posts: Posts can contain up to 500 characters, doubling Twitter’s non-premium limit of 280 characters, allowing for more detailed expressions. Users can control who can reply to their posts, choosing from options like “Anyone,” “People you follow,” or “People you have mentioned.”

Multimedia Support: Threads supports photos (up to ten per post), videos (up to five minutes), and links, providing flexibility for creative expression.

Privacy and Control: Users can set their profile to public (visible to anyone) or private (visible only to approved followers). Accounts blocked on Instagram are automatically blocked on Threads. The app adheres to Instagram’s Community Guidelines to ensure safe and respectful interactions.

Fediverse Integration: Threads is part of the fediverse, a network of independent servers that share information, enabling interoperability with platforms like Mastodon. Users with public profiles can enable fediverse sharing to connect with users on other servers.

Engagement Tools: Users can like, reply, repost, or quote threads, similar to Twitter’s functionality. The app’s algorithm tailors content to user preferences, blending posts from followed accounts with recommended content.

Web Version: Launched on August 22, 2023, the web version allows users to customize their experience with columns for searches, accounts, saved posts, and notifications, with real-time updates.

Fact-Checking: Threads has implemented a fact-checking program, allowing partners to review and rate misinformation. Users in the U.S. can adjust settings to control the visibility of fact-checked or sensitive content.

Development and Launch

Threads was developed under the codename “Project 92” by a team led by Instagram chief Adam Mosseri and product leader Connor Hayes. The project began in January 2023, following Meta’s exploration of text-based features through Instagram Notes in December 2022. Built using the Jetpack Compose framework, the app was completed in just five months. The rapid development was spurred by changes at Twitter after Elon Musk’s acquisition in October 2022, including rate limits on tweet views, which prompted Meta to accelerate Threads’ release.

The app was initially set to launch on July 6, 2023, but the date was moved to July 5 at 7:00 p.m. EDT to align with international app stores. Threads became available in 100 countries, though its European Union launch was delayed until December 14, 2023, due to regulatory concerns over data collection policies. Meta secured commitments from celebrities and was reportedly in talks with figures like Oprah Winfrey and the Dalai Lama to boost the platform’s visibility.

User Experience

Signing Up and Setup

To use Threads, users must download the app from the Apple App Store or Google Play Store and log in with their Instagram credentials. The setup process includes:

Importing profile details from Instagram or customizing a bio and profile picture.
Choosing between a public or private profile (users under 16, or 18 in some countries, are automatically set to private).
Optionally following all Instagram accounts or selecting specific ones to follow.

Interface and Functionality

Threads’ interface resembles Twitter’s, with a focus on a text-based feed. Users can create new threads, reply to posts, and engage with content through likes, reposts, or quotes. The app’s algorithm curates a mix of posts from followed accounts and recommended content. However, some users have reported issues, such as automatic refreshing that causes posts to disappear mid-reading, and glitches like the keyboard covering the text box during typing.

User Feedback

Feedback on Threads is mixed:

Positive: Many users, particularly artists, praise Threads for its community-building potential, likening it to the engagement of older platforms like Tumblr and Twitter. The algorithm is noted for tailoring content effectively, and the app is seen as a strong companion to Instagram.

Negative: Some users find the app unintuitive, describing it as “soulless” and lacking features from other social media platforms. Complaints include glitches, such as auto-refreshing, and security concerns like impersonators and fake AI-generated content. The inability to report issues easily due to interface flaws has also been noted.

Comparison to Social Media Platforms

Threads is often compared to other social media platforms due to its microblogging format, but key differences set it apart:

Purpose: Threads focuses on entertainment and lifestyle content, avoiding controversial topics like politics, while Twitter/X emphasizes news, politics, and broader discussions.
Character Limit: Threads allows 500 characters per post, compared to Twitter’s 280 for non-premium users (up to 10,000 for Twitter Blue subscribers).
Video Length: Threads supports videos up to five minutes, longer than Twitter’s 2-minute-20-second limit for non-premium users (or two hours for Twitter Blue subscribers).
Direct Messaging: Threads lacks direct messaging, relying on Instagram for private communication, while Twitter/X offers DMs.
Hashtags: Threads does not use hashtags, unlike Twitter/X, where they are integral.
Account Management: Threads requires an Instagram account, and deleting a Threads account also deletes the linked Instagram account, a limitation not present with Twitter/X.

Privacy and Security Concerns

Threads has faced scrutiny over its data collection practices, which mirror those of Instagram and Facebook. The app collects sensitive information, including location, financial details, health and fitness data, and browsing history. These concerns delayed its EU launch until regulatory clarifications were received. Users can manage privacy settings, such as making their profile private or restricting replies, but the tight integration with Instagram limits account deletion options. Reports of scammers and impersonators have also raised security concerns, with some users noting difficulties in reporting such accounts due to interface issues.

Meta has responded by implementing Instagram’s Community Guidelines, offering fact-checking, and allowing users to control the visibility of sensitive content. The Meta Safety Center provides resources on how the company addresses safety across its platforms.

Growth and Challenges

Threads saw explosive growth, reaching 100 million users in five days, driven by its Instagram integration and dissatisfaction with Twitter/X’s changes. However, its daily active user base dropped to 8 million by the end of July 2023, an 80% decline, indicating challenges in sustaining engagement. Meta has continued to improve the app, adding features like a web version, keyword search, and a Following Feed. The temporary shutdown in Turkey starting April 29, 2024, due to regulatory issues, highlights ongoing challenges in certain markets.

Previous Iteration of Threads

An earlier version of Threads, launched in October 2019, focused on private messaging and video chats, integrated with Instagram’s “Close Friends” feature. It resembled Snapchat but was discontinued in December 2021 due to low usage (approximately 220,000 global downloads) and the integration of its features into Instagram. The current Threads app, launched in 2023, is a distinct platform focused on public text-based conversations.

Legal and Competitive Landscape

Following Threads’ launch, Twitter’s lawyers threatened legal action against Meta, alleging the use of trade secrets in the app’s development. Mark Zuckerberg responded with a Spider-Man meme on Twitter, highlighting the similarities between the platforms. Despite early competition, Threads has carved out a niche by focusing on Instagram’s creator communities and a less contentious conversational space.

How to Download and Use Threads

Threads is available for free on the Apple App Store and Google Play Store. To get started:

Search for “Threads, an Instagram app” and download it.
Log in with your Instagram credentials.
Customize your profile or import Instagram details.
Choose privacy settings (public or private).
Follow accounts from Instagram or discover new ones.
Create posts by tapping the “New Thread” button, adding text, photos, videos, or links.

The app is primarily mobile-focused but can be used on a PC via the web version or an Android emulator.

Conclusion

Threads represents Meta’s bold entry into the microblogging space, leveraging Instagram’s vast user base to challenge Twitter/X. Its seamless integration, focus on text-based conversations, and fediverse compatibility make it a compelling platform for creators and communities. However, privacy concerns, interface glitches, and challenges in sustaining user engagement highlight areas for improvement. As Meta continues to refine Threads with new features and regulatory compliance, it remains a significant player in the evolving social media landscape. For those interested in a text-based platform with Instagram’s community feel, Threads offers a promising, though imperfect, alternative.

For more details on Threads’ terms and privacy policies, visit: