Threads crosses 100m users in 5 days

Its been a week since Threads was launched. It crossed the 100 million signups within 5 days of launch, overtaking ChatGPT's crown as the fastest growing consumer product ever. The app is in its initial stages, not having all the features that it’s meant to - as Meta plans to release more features such as a chronological feed and more, as per Instagram CEO, Adam Mosseri’s posts.

Rise in popularity

With a relatively easy set up option (and timing it just right as Twitter declines in popularity), Threads has gained popularity with quite a few Twitter users who straddle both the Twitter and Instagram platforms, opening up new connections.

Creating a threads profile too is easier than ever - Meta made it super convenient for  Instagram users to simply create a threads profile though their Instagram account, also allowing users to import their following list and enable the private account setting if they wished to moderate their follower list. However the threads profile is connected entirely to the users Instagram and it cannot be completely deleted without deleting both the accounts together.

As Nagham Akileh, General Manager, Calibrate Commerce, pointed out in a post, “I’m not expecting the same experience I had when I first signed up to Twitter, because social media has been around for so long now and Threads is predominantly growing from its Instagram base. The dynamics are different.”

Quite a few Instagram influencers and popular brands including Kim Kardashian, Netflix, Oprah and Wendy’s have also joined this platform since its release, bringing with them their dedicated fans and others who follow suit - an odd assortment to describe but it gives the idea.

A lot of features on threads also encourage the average Instagram user to migrate to the app, with options like being able to add threads directly on one’s Instagram story and easier share options. Another interesting sharing method that’s available on Threads posts is being able to tweet a thread - a bold move seeing the animosity between the platforms currently.

The atmosphere on the app is in itself a contributor to the increasing attention it receives. Threads aims to be a laid back conversational space, and since it is in its early phases, the app is relatively free of bots and toxic spaces, with creators posting thoughts and quotes while interacting with their fans in an informal setting. What’s left to see is if Meta can keep this up in the future - or if it will succumb to the misinformation and negativity that plagues a lot of social media platforms.

Threads for business

Business users and brands are being cautious and so they should be but this is a great way for non-consumer brands to explore a new audience and rethink their social strategy.

According to Akileh, SME owners should look at Threads as an opportunity to connect with new audiences and engage with their existing Instagram followers in a new way. “It's too early to push sales messaging or have a 'strategy' around Threads because both the product and community dynamics are quickly evolving. Having said that, it's still important to maintain a point of view and tonality in line with your brand but without sounding too formal or overthinking it. Try to have meaningful interactions by adding value to the community and keeping it light and fun. Don't be afraid to experiment with the platform; we're all figuring it out together.”

Instagram CEO, Adam Mosseri, claims that Threads is not meant to replace Twitter, however it is a place for those that do not feel comfortable using Twitter. He also added in an interview with The Verge that the app will not center around news or politics, however there won’t be any censorship of the same.

Overall, the app is gaining a lot of traction recently and this is a very good time to build a social media following on Threads, while it’s at a peak.

This article was researched and co-written with our intern, Pragya Prachi.