An estimated 100 million people have signed up for Threads since its launch on July 5, making it the fast-growing app of all time.
The real question, according to FIU social media expert Nancy Richmond, is are people going to stick around and actually use Meta's newest app?
Richmond, an FIU College of Business associate teaching professor, has taught social media courses for decades and witnessed new platforms come and go. Now, she explains what's driving the record-breaking popularity of the so-called Twitter alternative and what might be next for the future of social media.
Why the response to Threads? Is it related to what's going on with Twitter (now X)?
Social media has changed so quickly. In the beginning, people were excited. They believed it would create positive change in the world. It was a bright, shiny thing. Before, you'd have to send an email. Think about that. Then suddenly, with social media, you could talk to anyone in the world. But, over time, it became less shiny.
Twitter, in particular, has faced a lot of challenges with the algorithm and other change, and there's been backlash. For over a decade, it grew into a prominent social network, known for its iconic blue and white bird logo. A notable shift occurred this week, with Elon Musk initiating the dismantling of these longstanding brand elements. Musk said he hopes to turn Twitter into an "everything app" called X, which would encompass not only social networking but also banking and shopping. Will it work? Is this a wise move? Only time will tell. People don't like change. And it isn't easy to have everyone understand who you are by a symbol.
This is a real opportunity for Threads and other competitors. The advantages Twitter had over Threads is that it was a well-known brand with a devoted audience.
Threads can be seen as an alternative. A part of the appeal is the Instagram integration. Most Millennials and Gen Z are already on Instagram, and now they don't have to join yet another platform. They can just stay where they already are. It's always easier to get people to try something new if they are already using it. That's one of the reasons Threads has been successful in signing up users.
What will make people stick around?
With any new innovation, there's always people who are excited, the early adopters. Then you still need to get everyone else, like people who don't care as much or have limited time. Logging in or creating an account is one thing. But it doesn't mean people will use the app. What will be telling is if they continue to use it a month from now.
That's where value comes in. What is the value of posting to Threads? Is it just one more thing someone has to do? Because if that is the case, people won't use it.
For example, some people might like Threads because it reminds them of old-school Twitter. Others might be avid Twitter users and feel Threads is missing components they value – like the ability to search and use hashtags — and may decide they aren't going to use both.
Are there any examples from the past where a social media platform launched and then flopped?
I've seen so many come and go. One good example is Google+. Like Threads, when it launched you could become a part of it if you were already a Google user. It was similar to Facebook, in some ways, and there was also this feature where you could create 'circles,' or communities. I thought it was cool. I went on there and built some groups. Guess what? I was the only one. Nobody came. Suddenly it was like, This isn't fun. I don't want to have a party by myself. So, I left. Eventually, Google got rid of it because no one was using it.
How was Google+ different? That was the problem. You need a unique niche. Twitter is not Facebook and Instagram. Pinterest is its own thing. So are Reddit and YouTube. They all have different audiences. Those audiences all find different value in each platform. Threads needs to offer some sort of special value.
Nancy Richmond researches digital transformation, social skills in the digital age, the future of technology and wellness in a digital world. Her insights on the future of social media, technology and work has made her sought after by leaders and corporations as a keynote speaker and consultant.
