Threads - Social Media 101
THREADS: UNLOCKING THE SECRETS BEHIND ITS EXPLOSIVE GROWTH

THREADS: UNLOCKING THE SECRETS BEHIND ITS EXPLOSIVE GROWTH

by | Jul 14, 2023 | Digital Strategy

Threads’ explosive growth dethrones ChatGPT from its position as the fastest-growing app with over 100 000 million registered users in only 5 days. However, it’s crucial to consider the differing circumstances when comparing Threads user accusation to other social media platforms, such as wider mobile usage and data accessibility, and Meta’s strategic utilisation of Instagram’s network to boost and streamline the registration process for Threads. It’s also important to differentiate between ‘sign-ups’ and ‘active users’ as these are distinct metrics. While Threads has managed to successfully persuade millions to register, there isn’t currently any clear data on user engagement levels and the amount of time they spend on the app. It remains to be seen how successful the platform will be in the long run.

HOW DID THREADS GAIN SO MUCH MOMENTUM IN A SHORT SPACE OF TIME?

INSTANT CREDIBILITY

Threads’ connection to Meta gave it a significant boost. Given Meta’s standing in the tech industry, this affiliation gave Threads instant credibility.

OVERCOMING THE ‘COLD START’ PHENOMENA

Threads successfully mitigated the ‘cold start’ problem common to new social media platforms. This issue, the initial feeling of isolation that users often experience when joining a platform, was addressed by utilising the existing Instagram network to connect with friends, acquaintances, and content right from the start.

COMPELLING FEED FROM THE START

The use of an algorithmic feed from the very beginning was a strategic move by Threads. This meant that the platform could present compelling content to users from the outset, irrespective of their Instagram network enticing them to keep coming back as the platform’s content is perceived as valuable.

DISSATISFACTION WITH TWITTER

The widespread dissatisfaction with Twitter, exacerbated by Elon Musk’s contentious leadership decisions, has drove users to seek alternatives. Other platforms, like Mastodon and Bluesky, saw an initial surge in users. Threads is posing as an attractive alternative in this space.

AD-FREE ENVIROMENT (FOR NOW)

The ad-free environment on Threads provided a refreshing user experience. While it’s unclear if this will last indefinitely, the simple interface, combined with the focus on content and community rather than on advertising, creates a nostalgic feel reminiscent of the early, non-commercialised internet.

POTENTIAL NEW USER BASE

Finally, Threads has been successful in appealing to a new demographic craving a text-centric social media platform. Considering that Twitter has only around 300 million users, there’s a vast, untapped audience that Threads could potentially cater to with its simple, text-centric approach. Threads has achieved remarkable growth and disrupted the social media landscape through a combination of strategic factors. While Threads is considered a potential “Twitter killer,” it remains to be seen whether the app will entirely replace Twitter.

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