Meta’s Threads is now the fastest-growing app of all time. But if you haven’t yet had the chance to dive in, our social media experts break down what you need to know.
Designed as a direct competitor to Twitter, Threads is a conversation app that allows text posts (500-character limit), links, photos, videos (up to five minutes), account tagging, reposting, quote reposting, comments/replies and more.
Its advantage is it is owned by Instagram and Facebook’s parent company. This means brands that already have commercial relationships with these platforms will find it easier to migrate posting activity (and potentially ad spends) to Threads. It also allows users to import Instagram followers and followed accounts directly.
What makes it different (for now): Threads has several key features that differentiate it from other social media platforms, like:
Organic only: Currently, the platform does not provide advertiser access, but this could change.
Mobile only: Threads is a mobile-only app, which means that users can only access it through their smartphones (unlike Twitter, Facebook and Instagram).
Completely tied to Instagram: Threads is fully integrated with Instagram, letting users port over account information and followers, which is a unique advantage smaller rivals lack. It currently requires an Instagram account to engage on the platform, and can only be deleted by deleting the existing Instagram account used to create it.
Algorithmic feed: Like on Instagram, Thread’s algorithmic feed is populated by the people users follow and the content they consume, as well as recommendations. This is distinct from Twitter's chronological timeline, though a “following feed” may be coming.
No hashtags, direct messages or streaming: This means users will have to rely on the algorithmic feed to discover new content. Threads also has no direct messaging or livestream options.
Search: Users can only search for other Threads accounts rather than specific topics.
Reach and audience implications: Threads is currently available in 100 countries, but not in the EU due to Meta’s handling of user data.