Will Threads maintain its initial momentum? Experts weigh in on long-term success

Meta’s latest offering, Threads, has already garnered more negative attention than a new kid on the social media block would ideally expect to face. While 30 million users signed up for the Threads app on its first day, the platform has been mired in controversy with Twitter going for the jugular by threatening to sue the app.

What does the new app mean for the highly competitive social media landscape? The new app’s implications for the highly competitive social media landscape are subject to speculation. Will it make a significant impact or end up being forgotten like many other me-too apps that met an untimely demise? The fate of the app depends on various factors, such as its unique features, user experience, marketing strategy, and ability to differentiate itself from existing platforms.

Mark Zuckerberg’s statement that Threads is a “friendly” rival to Twitter carries significance as it indicates Meta’s intention to compete directly with Twitter in the social media space, points out Sahil Vaidya, Co-Founder, The Minimalist.

“Zuckerberg envisions Threads as a platform that combines features from both Twitter and Instagram to create a unique user experience. By incorporating real-time updates and public conversations, Threads aims to offer a text-based extension of Instagram. The goal is to attract users who are looking for a platform that combines the strengths of both Twitter and Instagram, while offering a fresh approach to social networking. Zuckerberg’s vision positions Threads as a contender in the micro blogging realm and sets the stage for a potential competition with Twitter,” notes Vaidya.

While Threads has similarities with Twitter, it distinguishes itself by being branded as “Instagram’s text-based conversation app”, says Tanvi Bosmia, Associate Account Director, SoCheers.

According to her, Zuckerberg’s vision for Threads involves leveraging the popularity and existing user base of Instagram and attracting users.

“The main distinction is that people will be able to publish Threads posts up to 500 characters long and videos that can be as long as five minutes. The platform also comes less than a year after Twitter introduced some controversial changes to the app, including removing old content moderation rules and discontinuing the verification process in exchange for a monthly subscription. The critical timing of its launch, when Twitter is struggling, will surely give a competitive edge to Threads,” adds Bosmia.

Massive adoption rate

How significant is the user sign-up rate of 10 million within the first seven hours of launch? What factors contributed to this rapid adoption?

The user sign-up rate of 10 million within the first seven hours of release is highly significant and indicates a strong initial adoption of Threads, says Sahil Vaidya. He attributes several factors to this rapid growth. “Firstly, Instagram’s existing user base of over 1 billion users serves as a ready pool of potential adopters for Threads. Leveraging the familiarity and popularity of Instagram, Threads gained instant exposure to a large audience. Secondly, the integration of Threads with Instagram, allowing users to display their Threads activity on their Instagram profile, likely encouraged early sign-ups.”

The quick adoption of the platform in itself hints towards how big this might become, says Vibha Singh, Director - APAC, ETML, a growth advertising and analytics company. “Threads has already left the viral ChatGPT adoption rate behind. A well thought through launch is what it is. This rapid adoption can be attributed to a few things: like the network effect that Meta has been able to pull off-when your circle of influence is already on a new platform, you do end up joining that. Another factor is how easy the process of signing up has been made which is a testament to this record-breaking adoption. That being said, it is still too early to declare Threads as a clear winner in the larger scheme of things,” she says.

Threads has experienced rapid growth, leveraging Instagram as a means to attract new users, points out Chintan Shah, Director - Content Management, Sportz Interactive. “Many Threads users have expressed their dissatisfaction with Twitter, which has contributed to the app’s popularity. “The sign-up process for Threads is seamless for Instagram users as they can import their Instagram connections to the app. This eliminates the challenge of starting a social network from scratch and users can quickly reconnect with their existing followers on Instagram avoiding the feeling of being isolated in a new online community,” points out Shah.

The increasing user sign-up rate of Threads is a clear sign of how excited the avid Instagram users were to get their hands on, on this platform, says Tanvi Bosmia. “A factor that contributed to this rapid adoption is people's inherent desire to express themselves. Moreover, the seamless integration of Threads with Instagram played a crucial role in gaining traction and traffic to the newly launched platform. I feel another factor that helped was that the users didn’t have to start from scratch on Threads and could instantly connect with their existing Instagram followers to initiate a ‘Thread Conversation’ with them. The ability to share posts cross-direction between Instagram and Threads further strengthened the appeal. Also, users can seamlessly share their Instagram content on Threads, allowing them to reach a wider audience and continue engaging with their friends and followers on both platforms, at the same time,” she adds.

Mark Zuckerberg launched Threads for people to join public conversations and share updates through text, says Kaavya Gupta, Creative Head and Growth, By Design (formerly IBD). “While the similarities between the two platforms are uncanny, Twitter has a more mature audience base and most conversations revolve around politics or current affairs. Threads, on the other hand, has initially appealed to millions of digitally savvy Instagram content creators giving it a more premium and young positioning and encouraging more creativity,” she adds.

Amidst the Twitter controversy and Meta’s exponential growth simultaneously, the user-sign-up rate wasn’t as much of a surprise as the concept of the app itself, points out Kaavya Gupta. Instagram is the most popular social media sharing platform that is the breeding ground for ‘trends’ and Threads is an extension of it, in some form, albeit strikingly similar to Twitter. Threads provides audiences with the opportunity to share their every thought and have conversations on a wide breadth of topics and this must have been a pull for a lot of creators. Especially, because if they are verified on Instagram, they are automatically verified on Threads, too, lending credibility to their content.

Twitter clone?

Jack Dorsey, Co-founder of Twitter, has termed Threads as a “Twitter clone”. While it is too early to comment on the outcome of the legal battle that is unfolding right before us, it is is imperative for Threads to position itself as a platform that is distinctive from Twitter.

According to Sahil Vaidya, Jack Dorsey’s allegation that Threads is a “Twitter clone” may have some impact on the new app in the short term, as it draws attention to the similarities between the two platforms. However, he adds, whether Threads will become a true alternative to Twitter will ultimately depend on its ability to differentiate itself and provide a unique value proposition to users.

“While Threads may share certain features with Twitter, such as real-time updates and public conversations, it also incorporates elements from Instagram, offering a different user experience. To succeed in the long-term, Threads will need to build a dedicated user base and offer distinct advantages over Twitter, such as a more intuitive interface, better privacy features, or a more engaged and positive community. It will be crucial for Threads to address any legal concerns raised by Twitter and focus on providing a compelling user experience that sets it apart from its competitors,” adds Vaidya.

Jack Dorsey’s statement is a bold remark that has caught the attention of many in the user tech community and it might raise eyebrows initially, but it doesn’t mean the end for Threads, says Tanvi Bosmia. In fact, she adds, in the short term, these allegations could even garner positive attention for Threads.

“People will be intrigued to check out a platform being compared to Twitter constantly. On the other hand, some die-hard fans of Twitter might dismiss Threads as just a copy. Ultimately, the success of Threads as an alternative to Twitter will be interesting to watch for both brands and users alike. It is about creating a platform that appeals to audiences, specifically Gen Z, whether it’s through emphasising privacy, fostering intimate connections, or providing unique features that users find engaging and useful. Moreover, controversy often leads to increased curiosity, and if Threads can carve out its own distinct identity, it will thrive in the long run,” she says.

Threads seems to have been conceptualised along the lines of an app that made waves but the fact that Meta is the creator makes it all the more intriguing because they're always introducing cutting-edge innovations for audiences to explore, says Kaavya Gupta. “‘Thread’ is a term used for a conversation, whether on Twitter or email. So, the name doesn’t stand out to me as unimaginative per se, but as for this being a hasty decision. I believe a giant like Meta most definitely has a plan for this platform that they haven’t unveiled as yet,” she adds.

According to Kaavya Gupta, while it is too soon to comment on the success of the app, Twitter has its own dedicated user base. “The tried and tested concept of conversational threads is evidently well-accepted and will be something novel for people that haven't used Twitter before. So, we just have to wait and watch to see how things unfold and which app introduces more appealing features to attract new audiences and retain current ones. I believe the company with more PR muscle that can get renowned names to pull the crowd onto its platform will be the winner. And as of today, there is news of a legal battle brewing between the two companies; so a lot will depend on how that pans out,” she adds.

At the moment, Threads’ growth has been primarily driven by Instagram users (who already have a large audience on the platform and are now exploring the new app) and a small group of individuals who are leaving Twitter due to its current environment and seeking a different online experience, says Chintan Shah.

However, adds Shah, there is a lack of clarity regarding the purpose of Threads. It’s not entirely a replacement, as Threads (so far) lacks the promptness of Twitter; for example, a major worldwide event will be immediately all over Twitter, but will be far less visible on Threads as the new app’s main feed currently only features an algorithmically-generated summary of recent posts. In terms of content, Threads combines elements of Twitter and Instagram with a focus on increasing engagement through posts.

Threads has its place

What is in store for marketers and advertisers? Where does Threads fit in the competitive landscape of social media apps?

The fact that Threads already has an ‘Instagram user base’ leg to stand on, it might just do what Twitter could not: Make advertising around short conversations a mainstream reality, says Vibha Singh. “With Meta’s experience in monetising its platform, coupled with a massive audience base that has already joined Threads, it will be interesting to see a new yet old format picking up in the game of digital advertising and how brands will be able to leverage this ‘space for conversations.’ That being said, it is still too early to make Threads a clear winner, in the larger scheme of things,” says Singh.

Avanish Agarwal, Consulting CMO, SMAAASH, feels that it is essential for marketers to remain on top of new technological developments, while looking into cutting-edge solutions that could revolutionise conventional marketing strategies. “Instagram has evolved once more in this constantly evolving digital space with the launch of its brand-new Threads app. This app, designed specifically for sharing photos and videos with close friends, has great potential for assisting marketers in developing stronger connections with their target market. Marketers’ viewpoints will soon be altered by the Threads app, which they may take use of to strengthen their brand.”

Most of the social media giants like Facebook, Instagram, Snapchat and Twitter have become an integral part of our lives, serving as a means to connect, share and discover content, says Tanvi Bosmia, According to her, Threads is an interesting addition to the world of social media; it has already positioned itself as a key player by emphasizing the value of intimate connections while leveraging the existing user base of Instagram.

Although Threads bears a strong resemblance to Twitter, it has tried to set itself apart with its unique features such as 500 characters to post, striking a balance between brevity and depth. In terms of video content, it allows users to share videos of up to five minutes. In a nutshell, Threads finds its place in the competitive landscape of social media apps by giving netizens a space where they can connect with their close people and express their thoughts in a more personalised yet engaging way.

The competitive landscape of social media apps is highly dynamic and constantly evolving, says Sahil Vaidya. He reminds us that Threads enters a market dominated by established platforms such as Facebook, Twitter, Instagram, and Snapchat, each with their unique features and user bases.

“While Instagram Threads shares similarities with Twitter, it also differentiates itself by incorporating Instagram's design and privacy features. This positions Threads as a potential competitor to Twitter, appealing to users who desire a combination of real-time updates, public conversations, and visual content sharing. Threads’ rapid sign-up rate demonstrates the initial interest in the platform, indicating that it has the potential to attract a dedicated user base. However, its long-term success will depend on its ability to provide a valuable and distinct user experience while addressing any legal challenges or concerns raised by competitors. As the social media landscape continues to evolve, Threads will need to continually adapt and improve its user interface, algorithm, and overall user experience to remain competitive and capture a significant market share,” he explains.

Today, says Kaavya Gupta, the sky is the limit when it comes to testing apps and audience preferences, and we’re seeing that with the number of regional and international apps cropping up.

“In terms of a competitive landscape, Threads seems to be the only player challenging Twitter. While creators must test the waters, brands need to be cautious for a while and await the results of the aforementioned legal battle rather than jumping on the bandwagon with little to no research. Plus, Threads presently does not allow for advertising; so unless they're really able to get some interesting conversations going with your target audience, brands should focus on platforms that give them an ROI. What’s distinct about Threads is that this whole content creator base that has set up their Threads profile now needs to focus on engaging audiences through short-format textual content that encourages conversation. Can Threads possibly start a new influencer economy that focuses on this format? Will creators that started off as quintessential 'bloggers' have an edge over Reel creators? We are looking forward to seeing what happens,” Gupta concludes.

Nitin Jai Shukla, Founder-MD at OMTV, says that Threads can be a serious competition to Twitter. "While Threads has reached a new milestone of over 1 billion downloads in just 7 days, surpassing even Chat GPT's download statistics, it indicates a high level of curiosity among young users. This suggests that brands should also consider promoting their products on this platform to reach the desired audience. However, amidst this numbers game, people seem to be forgetting about the importance of credibility. Twitter has a long-standing legacy and credibility, whereas Threads, despite its impressive numbers, needs to focus on building credibility. Personally, I have downloaded the app but don't feel the urge to explore new platforms, as it often involves seeing the same content duplicated across different platforms. Currently, the trend of Threads appears somewhat stretched; and people are already getting bored after the initial excitement. If played well (which I am confident Mark Zuckerberg will do), he could turn Threads into a serious competitor to Twitter. I believe we all need to wait and see how it unfolds."