Threads

Threads Debut: A College Student’s Perspective

Threads

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.

Intern Insights: What is Threads?

Social media is constantly evolving. If you blink, you could find yourself behind on the latest app. Not every site will be a juggernaut like Facebook, but you don’t want to be late to the ones that end up succeeding. In this blog, we’ll discuss the new platform Threads, including its pros and cons.   

 

So, What’s Threads?

Threads is a companion app to Instagram that allows users to share text, photos, and videos. It is similar to Twitter in terms of the content and tone of its posts. In its first week, Threads reached more than 100 million users, which may be attributed to being owned by global media giant Meta, which currently has more than three billion daily users.  

 

Pros 

Threads runs smoothly compared to other platforms in the early-release stage. It uses the same design and structure as Instagram,  meaning major issues have been dealt with on Instagram before Threads was introduced. It is also easy to connect with your Instagram followers via Threads. You need to use your Instagram login to access Threads, so everyone you follow on Instagram will be shown to you upon signing up. Threads is also similar to Twitter, a smashing success for more than a decade, which is a positive indicator for its future.  

 

Cons 

Threads is Instagram’s companion app, meaning you need to have an Instagram account to sign up. This has proven to be problematic (At this point, in 2023, anyone who doesn’t have an Instagram most likely has no intention of changing that). Over the years, people have become so comfortable with Twitter that many wouldn’t leave it unless they were left with no other choice. A new platform means starting from scratch, and it takes months for an algorithm to be properly tailored to one’s interests. Lastly, Threads is currently only available on iOS and Android devices, which, despite making the milestone of 100 million users more impressive, isn’t a sustainable model for social media success.  

 

 In the rapidly evolving world of social media, Threads holds promise for individuals and businesses alike. Threads swiftly established itself as a potential powerhouse, and the best way to avoid being left behind in this fast-paced world is to pay attention to the newcomers.  

 

Justin Picciuto

Public Relations Intern

SCG Advertising & PR