Thread or Threat?

Meta launches Twitter rival

Yep, you heard it right… Elon Musk actually challenged Mark Zuckerberg to a physical cage fight. But today, the real battle began with the launch of Threads – Meta’s shiny new Twitter-esque app. As more users are feeling dissatisfied following Musk’s takeover, the timing of Meta’s rival platform feels very well-considered. Keen to create an account for your brand? Keep reading for a deep-dive into everything we know about Threads so far…

So, what’s the big deal?

Threads is basically an ‘Instagram-inspired Twitter’. While most of the features mimic Twitter, the interface is similar to Instagram. For example, Threads has the same heart, comment and share buttons as Instagram along with similarly located tabs. Posts can be up to 500 characters and can include photos, videos and links. But unlike Twitter, Threads doesn’t (currently) support direct messaging. Though we’ll see how it evolves with time.

Who’s Threadin’?

With a reported 10 million sign-ups in 7 hours, brands are testing the waters and getting to grips with how this platform works. We’re seeing B2C businesses shouting the loudest, with their playful reactive content taking centre stage. And brands and influencers are already competing to see who can get the most laughs. Check out some of our favourite Threads below:

Netflix puts its popular meme-worthy content to use by playing its Wednesday Addams card

Like your grandparents trying to work a smart TV, Channel 4 says what we’re all thinking as we try to understand this new platform

HBO on the other hand, doesn’t beat around the bush as much

Looking at the bigger picture, the results look good, and it seems like Threads has a promising future ahead of it. Of course, we all know nothing in the world of social media’s certain. New networks are here one day and gone the next, but with the sheer volume of sign-ups, and the discussions it’s encouraging, it’s up to Threads to see how it can keep up momentum. What it can offer brands to make them stay on the platform is yet to be seen. The verified ticks and a new place to interact with audiences is a good start, but will it be enough? The marketing world will be watching Meta’s next moves closely.

What can we expect next?

Despite rivals like Mastodon and Bluesky snapping at Twitter’s heels, with the weight of Meta behind it, Threads is seeming like the biggest threat so far.

Social media consultant and industry expert, Matt Navarra’s first impressions are positive, warning that Elon could be in real trouble. While Katie Paul, Social Media Reporter at Reuters points out that history is working against Meta, having suffered multiple failed app launches in the past, including the TikTok copycat app Lasso.

Many will be waiting eagerly to see how Twitter (and Musk) respond – and while Musk has kept uncharacteristically quiet over the past 24 hours, we’re sure he won’t stay silent for long. But the true impact of Zuckerberg’s new app is yet to be seen.

So, how do I sign up?

If you like what you’re hearing and you want to give Threads a go, signing up’s simple as can be.

First, you need to download the app on iOS or Android. What’s clever here is you can log in right away if you have an Instagram account – there’s no need to create new logins. This means your Instagram username and verification will automatically carry over. Once you’ve signed up, you can customise your bio and link. You’ll be given the option to bulk-follow the accounts you follow on Instagram (which includes pre-following Instagram users who are not currently on Threads). Smart, right?

So, could Twitter’s success be hanging on by a Thread? Only time will tell. For now, let’s test the waters and see what this new platform can offer.

Happy Threadin’!