Twitter has long been the dominant platform for online conversations, especially around news, entertainment, sports, and politics. But a new app from Instagram, called Threads, aims to challenge Twitter’s supremacy by offering a text-based conversation app that connects users with their Instagram followers and other communities of interest.
Threads was launched in July 2023 as a spin-off app from Instagram that focuses on conversations rather than visual content. Users can log in with their Instagram account, share text updates, and join public discussions. The app resembles the Instagram comment section in its design but offers the features of Twitter, such as replying and re-sharing posts.
According to Instagram, Threads are where communities come together to discuss everything from the topics; they care about today to what’ll be trending tomorrow. Users can follow and connect directly with their favourite creators and others who love the same things or build a loyal following to share their ideas, opinions, and creativity with the world.
Threads also claim to offer more control and safety for users, who can customize their settings and use controls to manage who can see their content, reply to their threads, or mention them. Accounts they’ve blocked will carry over from Instagram, and the same Community Guidelines are enforced to help ensure everyone interacts safely and authentically.
Threads have been gaining popularity among users and creators alike, who see it as an alternative to Twitter’s often toxic and polarized environment. Some users prefer Threads’ simplicity and focus on text over Twitter’s cluttered, multimedia-heavy interface. Threads have also attracted celebrities, influencers, and thought leaders who want to engage more intimately and interactively with their fans and followers.
But Threads is not only competing for users’ attention but also for advertisers’ dollars. Twitter has struggled to grow its ad revenue in recent years as it faces competition from other social media platforms like Facebook, YouTube, Snapchat, and TikTok. Twitter’s ad revenue was $1.05 billion in the second quarter of 2023, up 28% year-over-year but below analysts’ expectations.
On the other hand, Threads has been leveraging its connection with Instagram and Meta (formerly Facebook) to attract advertisers who want to reach a large and engaged audience. Threads have offered various ad formats, such as sponsored threads, promoted replies, and branded stickers. Threads have also been experimenting with new ways of monetizing content, such as tipping, subscriptions, and e-commerce.
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