Threads, the Meta social media platform I didn’t know I wanted or needed, is officially a year old—and I’m still using it. That’s quite an achievement.
Threads arrived on July 5, 2023, as a gentle savior of social media. It didn’t do much, and owed much of its early success to Instagram, which helped it recruit millions of members. There was no desktop app, no GIFs, and not much sense of organization (or control) of your feed. But Threads was also clean, clear, and filled with so much positive sentiment that it could almost feel Pollyannaish.
As I wrote last year, it was the light before the growing darkness of X (formerly Twitter).
I haven’t stopped using X (Twitter). If asked how I spend my time on social media, I’d say it’s about 60% Threads and 40% X. I know a lot of people who left the latter because of what they see as owner (and former CEO) Elon Musk’s insane opinions and support for trolls and really hateful people and ideas. I go there because there’s still an undercurrent of real-time news and sentiment. That’s what Threads lacked when it launched and, for the most part, still lacks.
Sure, Threads introduced hashtags, but good luck finding hashtags that are trending. Instead, they serve as an easy way to make sure your Thread is part of a trend and can be found in search results, but there is no “trending hashtags” button (and no “Trending” column at all).
Threads didn’t replace X for me. I wish it had, because the feeling I get when I spend 10 minutes on that platform is one of dread.
Threads still doesn’t understand how to keep what’s new and relevant visible at the same time. It mostly shows what the algorithm thinks is relevant to you. It can be hard for Threads to find what everyone is talking about.
Engagement, which was a pain point in early Threads, has improved. I’ve posted Threads that have attracted hundreds of likes and reposts; not a lot, but a few, and it makes Threads feel more alive and, because I still need that validation, more appealing to me.
After a year, I still can’t tell if Threads shares X’s ability to direct eyes from the social platform to other places. I’m a writer and will be promoting my wares on multiple platforms, including X. Even in its diminished state, X can still drive measurable traffic to other sites. People are engaging and consuming on Threads, but it’s not clear if someone is following a link somewhere. Is this a problem or a shortcoming for Threads? For most people, no, but for me, it does make it slightly less attractive as a marketing platform.
A mark Threads has added an API for developers which will allow sites to add Threads links to their apps and sites, and will make posting stories from different websites to the platform much easier. Will that change the equation? I don’t know, at least not yet.
Growth bomb
Threads grew rapidly from the start, reaching over 100 million users within days. A year later, it is, according to Mark Zuckerberg, 175 million active monthly usersThat’s not bad growth, but it’s also an indication that the pace has slowed considerably.
Those numbers don’t even come close to Meta-owned Instagram, Facebook, and WhatsApp. Each of those platforms has billions of users and strong ad businesses to prove it. Threads is certainly a loss leader for Meta. Can Zuck and Adam MosseriInstagram and Threads CEO, stick around long enough to make it a viable revenue stream? Neither exec seems in a hurry to add advertising or monetization to the platform, and I’m thankful for that; I’ll enjoy the ad-free experience while it lasts.
Threads hasn’t replaced X for me. I wish it had, because the feeling I get when I spend 10 minutes on that platform is one of dread. There are bright moments, but when it gets dark, the messages feel bleak and sinister. Threads has bad news too, but the feelings are still so much lighter.
This may be because Mosseri and co. still refuse to prioritize news on the platform. In doing so, they may avoid the landmine of strongly-spoken and inflammatory opinions. Those exist on Threads too, but the algorithm doesn’t shine much light on them.
Message from @lanceulanoff
View on Threads
Threads gets it
It’s nice to see Threads grow with new features like the desktop app, GIFs, Polls, Tags, Search, post insights, and voice threads. Not all of these features are useful, but I do think Meta cares about Threads and is paying attention. Part of that has to do with Zuckerberg and Mosseri’s constant presence on the platform. Mosseri in particular will share updates and address complaints and comments.
And Threads is self-aware, as it is now celebrating its one-year anniversary with custom icons that it will be delivering and that you can use throughout the holiday season. I’m joining in the celebration of Threads’ milestone, and I’m happy to be part of the fun as Meta slowly builds out features and walks the fine line between supportive voices and stoking discord.
Threads will probably never replace X/Twitter, but chances are they won’t need to, as that platform is burning itself to death.