Meta has failed with several side apps but has successfully adopted formats like Stories and Reels for Instagram. The timing to wade into microblogging is perfect and Threads has a lot going for it, but it won’t be cakewalk dislodging Twitter, observe stakeholders.
Instagram Threads – the Twitter competitor from Meta is expected to launch on July 6, 2023. Meta has listed Threads on the App Store. Instagram’s text-based conversation app’s description on App Store reads: Threads is where communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow. Whatever it is you’re interested in, you can follow and connect directly with your favorite creators and others who love the same things – or build a loyal following of your own to share your ideas, opinions and creativity with the world.
The imminent (re)launch of Meta’s Threads in a new avatar comes just as Twitter rolls out new policies and features. A few days back, Twitter announced ‘temporary limits’where unverified or accounts that don’t subscribe to Twitter Blue can see only 600 posts per day. Verified accounts are limited to reading 6,000 posts per day and new unverified accounts 300 per day. Reportedly, the competitors of Twitter like Spill, Bluesky, and Post have witnessed growth in the last few days.
According to a Techcrunch report, Spill was launched in a closed beta just a few weeks ago, but more than 100,000 people created accounts on the app in the past weekend. Bluesky – backed by Twitter co-founder Jack Dorsey – jumped from about 184,000 users on June 30 to about 238,000 users on July 3. Post, a publisher-focused Twitter alternative, saw daily active users up 4x and new signups up 10x since July 1.
According to a report by The Financial Express in March 2023, Indian homegrown app Koo’s monthly active users reduced to 4.1 million in January from 9.4 million in July 2022.
In this context, can reborn Instagram Threads capitalise on Twitter’s pay push to become micro-blogging leader?
Blue Bird’s Drama
“Twitter has been dealing with its fair share of drama lately. Changes to algorithms, content moderation rules, and tweet limitations have left users scratching their heads and searching for greener pastures. This creates an opportunity for Threads to attract disenchanted Twitter users and position itself as a more stable and user-friendly alternative,” observes Vishal Rupani, Ex Co-founder & CEO, mCanvas.
One of the advantages of Instagram Threads is that it will allow the users to sign in with their Instagram account and integrate users’ Instagram followers and following lists. The users of Threads can maintain their Instagram names on the app, hence they will not have to start building an identity or community from square one.
Rupani believes that Instagram Threads has the potential to become a strong competitor to Twitter, leveraging several key factors. The primary one being the seamless integration Threads offers.
“Instagram boasts over 2 billion monthly active users, provides a seamless transition for existing Instagram users and instant access to a massive user base. Secondly, Threads emphasises public conversations, similar to Twitter, allowing users to follow individuals they already follow on Instagram. This familiar following model and emphasis on public interactions tap into the network effect and encourage user engagement,” he says.
“Meta has a track record of incorporating successful features from competitors into their platforms, such as Instagram’s ‘Stories’ inspired by Snapchat and the introduction of “Reels” to challenge TikTok. If Threads successfully incorporates the best aspects of Twitter’s micro-blogging model while leveraging the features that made Instagram popular, it can offer a compelling alternative that combines the strengths of both platforms. With the financial backing and technical capabilities of Meta (and less Metaverse!), Threads has the potential to evolve rapidly and provide a user-friendly experience,” he observes.
Kowshik Komandur, Associate Vice-President with OnMobile Global Limited voices a similar opinion.
He believes that Threads will definitely have a leg up, since it directly ports over Instagram followers and following lists. Instead of rebuilding a community from scratch, Threads users will already have their existing Instagram circles there, he reiterates.
Privacy Concerns
“There is no doubt Threads is launching at the perfect time to capitalise on Twitter’s constant changes creating confusion for its consumers. But let’s not forget, this is not the first time Meta has launched side apps, In the past few years, it has sunset multiple products like the anonymous Teen app, the Cameo-like app Super, Nextdoor clone Neighborhoods, couples app Tuned, student-focused social network Campus, video dating service Sparked and much more,” he points out.
“One factor that may give users pause before signing up to Meta’s Threads is privacy. As per internal sources, the Threads app can collect data related to your health, financial information, contact information, browsing history, location and purchases, among other things,” says Komandur.
Must Go Beyond Messaging
Instagram Threads does indeed have the opportunity to capitalise on Twitter’s push for paid subscriptions and position itself as a leader in the micro-blogging space, observes Yogesh Apte, Growth Marketer, DSP Mutual Funds.
“By harnessing Instagram’s visual power, leveraging its massive user base, implementing a subscription model, cultivating a micro-blogging ecosystem, and seamlessly integrating with other platforms, Threads can establish itself as the go-to destination for concise, visually-rich, and exclusive content. The road to micro-blogging leadership lies ahead, and Instagram Threads is poised to seize this exciting opportunity,” he explains.
Apte reasons that Threads can harness Instagram’s visual power and leverage the user base to its advantage at launch.
He adds, “By seamlessly integrating with Instagram, the app allows users to share images, videos, and Stories with their followers, thereby enhancing the micro-blogging experience. With Twitter’s focus predominantly on text-based content, Instagram Threads can attract a niche audience seeking a more visually immersive and engaging micro-blogging platform. Instagram boasts a massive audience that can potentially be tapped into by Threads. By leveraging the existing user base, Threads can quickly gain traction among Instagram users who are seeking a dedicated micro-blogging platform.”
But Apte adds that to become micro-blogging leaders, Instagram Threads must go beyond being a mere messaging app.
“By fostering a robust ecosystem, Threads can encourage content creators to publish their bite-sized insights, stories, and updates exclusively on the platform. This can be achieved by implementing features like thread discovery, threaded conversations, content curation, and hashtags. Furthermore, by engaging in strategic partnerships with thought leaders and influencers, Threads can create a community-driven space that attracts a diverse range of users, ensuring a vibrant and dynamic micro-blogging experience,” he says.
Pivotal Moments
“As an observer of the ever-evolving digital landscape, I see the recent developments at Meta Platforms and Twitter as pivotal moments that could reshape the dynamics of microblogging. While it’s too early to predict definitive outcomes, I believe Threads has substantial potential to capitalise on this moment,” says Vidyadhar Shirke, Business Director, Puretech Digital.
At the same time, Shirke believes that Threads’ success isn’t solely dependent on user dissatisfaction with Twitter’s recent policy changes.
“The ability to attract and engage content creators and businesses will be crucial. If Threads can offer compelling tools, resources, and incentives to these groups, it can foster a vibrant community and a steady flow of diverse content – elements that have been integral to Twitter’s success. In my perspective, adoption isn’t necessarily about migration from Twitter. Many users might choose to use Threads in conjunction with their Twitter accounts, leveraging the unique features and strengths of both platforms,” he says.
The real test for Threads will be in how well it can innovate, not just in terms of replicating existing functionalities of other platforms, but by offering unique features that create new ways for users to interact, share, and consume content, he contends.
“As we watch this space, it’s critical to remember that the digital landscape is incredibly dynamic, and user preferences can shift quickly. For now, the arrival of Threads could potentially diversify the microblogging landscape, offering users more options to share their voices and stories,” he adds.
Refreshing Alternative for Younger Audiences
“In my opinion, the launch of Instagram’s rival app, Thread, certainly has the potential to become a microblogging leader. Although Instagram and Twitter cater to different demographics, with Twitter being more professional-oriented and Instagram being youth-centered, Instagram can leverage its parent company Meta’s resources to make a significant impact. If executed properly, Thread could offer a refreshing alternative to Twitter, attracting a younger audience and potentially challenging Twitter’s dominance in the microblogging space,” observes Akanksha Vijayvargia, Founder & CEO, Purple Media Marketing.
Twitter’s ongoing algorithmic changes, and the introduction of a monthly subscription fee for Twitter Blue has upset users and prompted them to seek alternatives, notes Vivek Kumar Anand, Chief Business Officer, DViO Digital. He adds that Elon Musk’s temporary limits on tweet views have caused frustration among many users.
“The impact of these limitations on advertisers remains uncertain, but it’s reasonable to assume they might not be delighted. However, this situation provides an ideal opportunity for Zuckerberg to introduce Threads, intensifying the competition and potentially inspiring positive changes in Twitter. While it’s true that Meta’s previous side apps haven’t always been successful, Threads is launching at the perfect moment. Ultimately, it is up to consumers to accept or refuse this new initiative of meta,” he adds.
It Won’t be Cakewalk
Darshil Shah, Director, Chtrsocial, underlines that Meta is known to take concepts that work and capitalise on its growing user base to adopt them seamlessly, citing the cases of Stories and Reels. One can expect the same with Threads, he points out.
“Instagram Threads, if executed well, has the potential to not just attract the dissatisfied Twitter users but also have users who have refrained from exploring a microblogging platform, give it a try. While Instagram users are habituated to a visual-first feed, there are many creators who have used the platform with microblogging in the form of carousels. Threads could be a quick adoption from such creators and their followers,” he reasons.
Shah observes that while Twitter is currently facing criticism for its monetisation efforts and management issues, Instagram has managed to cultivate a more welcoming atmosphere for all users, especially creators. But it won’t be a cakewalk for Threads, he cautions.
“Micro-blogging has been Twitter’s unrefuted strong suit since long and competing with it won’t come easy. Real-time news, trending topics, and the vast network of influencers, journalists, and public figures already established, will be a tough nut to crack for Threads.”
“Breaking into this space will require Threads to provide a seamless and intuitive user experience, rewarding the early adopters, and some innovative integrations with the already existing infrastructure of various other instagram features. So, all in all, Threads is definitely timed right for the market but how big a piece of the pie they take away will rely on the product efficiency and execution,” he surmises.
