Threads: Success, Failure, or Still Too Early to Tell?

Instagram Threads social media platform was born following Elon Musk’s purchase of Twitter, attempting to capitalize on the millions of users seen leaving the platform. It has a similar layout to X (formerly Twitter), allowing users to engage in public conversations and share text updates. As an extension of Instagram, Threads offers a seamless experience between the platforms. Users with an Instagram profile can display a thread badge in their bio, with the option to hide the badge if preferred. Threads has experienced rapid growth, boasting over 275 million monthly active users in just one year. 

Pros and Cons of Threads

Pros

• Integration with Instagram: Threads automatically sync with your Instagram profile, making setup easy. When creating a profile, it maintains your username and bio from your existing Instagram account. One of the most enticing features is that you can automatically follow the accounts on Threads that you already follow on Instagram. Most users sign up and follow all accounts, helping brands with an established follower base maintain strong customer relationships across platforms. 
• Content Types: Threads is not a content-based platform like Instagram, meaning you do not need to budget for creative photos, campaigns or videos on the platforms. Instead, Threads can be used to initiate meaningful public conversations.

Cons

• Retention: Within the first week of the app launch, Threads reported over 100 million sign-ups, but user numbers shortly declined by 20-30 million per month by early 2024. The high uninstall rate suggests that users need help finding the app helpful or engaging enough to keep on their devices. 
• Moderation Processes: Due to the app’s rapid development, users have faced several issues, leading to frustration and uninstalls—one of the most recent concerns being Meta’s moderation process on Threads. Accounts were reported deleted for unclear reasons such as age misreporting, jokes, or unexplained post removals. Head of Instagram, Adam Mosseri, acknowledged these issues and admitted a need for the platform to “do better” to address user concerns. 
• Curated Content: Unlike many social media platforms that personalize content to your interests, Threads currently lacks this capability. You may encounter a less tailored experience as you scroll on the platform, creating a less meaningful experience on the app. 

Public Perception

Meta CEO Mark Zuckerberg marketed Threads social media platform as a “friendly place” in contrast to the growing concerns regarding Elon Musk censoring content on X. Users have reported finding a stronger sense of community and lightheartedness on the platform, feeling more experimental as users continue to figure out the app. Users have described threads as a cross between Twitter, Instagram, and TikTok, focusing on creating as much conversation and engagement as possible per post.

It’s still early to determine Threads’ success as an app. While the app’s integration with Instagram and initial growth are positive indicators for the platform’s trajectory, issues with retention, moderation, and tailored content raise concerns about long-term success. With Instagram committed to addressing issues that arise on the platform, Thread’s continued success may depend on Instagram’s ability to adapt to new climates and address concerns promptly.