Threads, the newly introduced social network by Instagram/Facebook/Meta, has experienced a promising start. Within the first 24 hours, the platform amassed an impressive 30 million signups, according to Meta CEO Mark Zuckerberg’s announcement on his own Threads account.
A Growing Interest in Alternatives
While this number is only a fraction of the 350+ million monthly active users on Twitter, it indicates a significant level of interest in an alternative to the continuous stream of Elon Musk’s controversial statements and mishaps. It’s worth noting that Threads’ opening-day figure excludes the European Union (EU), as the platform is not yet available there.
Instagram’s CEO, Adam Mosseri, explained that the delay in releasing Threads in the EU is due to the complexities of complying with new laws set to take effect next year, such as the EU’s Digital Markets Act.
Reach and Simplicity Fuel Threads’ Early Success
Two key factors contribute to the immediate success of Threads: its broad reach and ease of use. While Mastodon can be complicated for some users and Bluesky has limited accessibility through an invitation system, Threads only requires residency in an eligible country and an Instagram account. Additionally, Threads benefits from Meta’s vast brand recognition and an existing user base, setting it apart from other platforms.
— Mark Zuckerberg (@finkd) July 6, 2023
While Threads has demonstrated a strong start, its current state is far from perfect. Although it functions adequately, it lacks essential features such as direct messaging, hashtags, and desktop or web-based applications.
One glaring omission is the absence of an option to limit the feed to only the accounts users follow. Instead, the platform bombards users with a mix of corporations, celebrities, influencers, and random content.
Celebrity Presence and Game Industry Engagement
Despite its flaws, Threads gains an edge over its competitors with an influx of high-profile celebrities and business accounts. The platform has attracted notable figures, such as Richard Branson, who actively share content.
Even the gaming industry has made its presence felt on Threads, with major companies like Activision, Blizzard, Ubisoft, and others joining the platform, although their accounts currently lack substantial content.
For those seeking recognition and a chance to interact with famous individuals or favorite game developers, Threads proves to be the current go-to platform. Although the current version may have its drawbacks, users seem willing to give it a chance, evident from the existence of multiple dedicated subreddits discussing the platform’s potential for improvement.
Broader Concerns: Data Collection and Privacy
Beyond its functionality, Threads raises concerns regarding the extensive personal data it collects from users. Ranging from basic information to browsing history, photos, audio recordings, and more, the platform gathers an alarming amount of user data. Furthermore, exiting the platform poses a challenge, as the only way to delete Threads is by deleting the entire Instagram account.
The Question of Necessity and Twitter’s Response
Despite the attention-grabbing numbers on its first day, Threads faces skepticism about its necessity. With effective moderation and a system to filter out unwanted content, the platform may gain more appeal. However, its current limitations and the existing dominance of Twitter make it difficult to justify the need for Threads.
While Threads might not personally captivate everyone, the top figures at Twitter have shown concern. Although previous alternatives like Mastodon and Bluesky garnered little attention, Twitter CEO Linda Yaccarino indirectly addressed Threads, emphasizing that the unique Twitter community cannot be easily replicated.
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