As we pass the one-year anniversary of Threads’ debut, let’s review what this platform is all about. Threads is a social media “app from Instagram where you can view and share public conversations” (Instagram Help Center, 2024). A post can be a “short piece of text,” photos, or a combination.
About a year later after Threads debut, the app has introduced several updates to enhance the user experience.
According to Embed Social, the July 2024 update included:
- Side-Swiping Feature: This allows users to “train their Threads algorithm by swiping right on posts to indicate they want to see more of that kind of content” and swiping left to see less.
- Enhanced Hashtag Functionality: A “#” button to change the way hashtags are used.
- TweetDeck: Similar to X, the TweetDeck will allow “users to monitor multiple timelines when using the website version of the app.”
- Independent Algorithm: Threads has implemented a new algorithm for its users, separate from Instagram to curate user’s feeds.
The app itself reminds me a lot of Instagram and X functions combined into one.
For this blog, I downloaded the app for the first time as I have never used it before. It feels like an extension of Instagram as many of the functions are similar. If a user knows the Instagram platform, then the Threads app won’t be difficult to navigate.
Demographics and Users
Despite these updates, Threads has not gained popularity among certain demographics, particularly my age group (college students between 18-22). This age group values larger platforms like Instagram and TikTok as they offer greater potential for posts to go viral.
As of August 2024, Threads has 190 million users, which was reached in May. 175 million users are active monthly (Cardillo, 2024). 37% of users are between 18-24, and 63% of users are over the age of 24 (Curry, 2024). Zuckerberg is currently focused on increasing activity over attracting new users, keeping app updates to a minimum. On the app store, Threads is the first on the “Top Free Apps,” as it continues to grow every day.
Threads has the potential to grow even more. Some may think it might be worth investing in the larger platforms as Threads is small, compared to Instagram’s 1.4 billion users (Statista, 2024), and TikTok’s 1.04 billion users (BackLinkO, 2024). However, Threads could be another opportunity for an organization to engage with key publics out there, as it is projected to grow by 33.9 million in 2025 (BackLinkO, 2024).
Opportunities for Businesses
Threads offers businesses a unique opportunity to reach niche, targeted audiences. Since there is a smaller population on the app, posts are based on niche topics/interests. Businesses can use the app to help gain customers, engage audiences or build brand awareness, especially if they are interested in connecting with a specific audience.
Although it may require additional steps to join another social media app, Threads could be important from a business perspective, depending on the audience you want to reach. If Threads helps you with your target audience, then it is worth the download. If your audience is not on the app, then you should pause and consider your options.
