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Can Instagram 'Threads app' beat Twitter? 🧵
It reached 10 million users in 7 hours of launch.
2022 : Elon musk bought Twitter 💰
2023 : Twitter got to 368 million users ✨
Can Instagram's 'Threads app' beat Twitter? ⬇️
Quick context 🗓
In 2019, Meta (formerly the facebook) launched "Threads" app to compete with Snapchat. Like on Snapchat, "Threads" allowed users to message close friends disappearing photos / videos. That app has died.
Fast forward to yesterday ⚡️
Instagram yesterday launched a new "Threads" app. Users can post up to 500 characters long "threads" & have links, photos/videos. Think of it as a Twitter copycat.
Social networks are extremely hard to build 🥺
Millions have tried building the next Facebook/ Twitter/ Instagram & almost everyone has failed or haven't been able to scale it to call it a business.
Why Instagram wants a piece of "threads"? 🤔
Instagram ceiling is definitely hit, plus it feels like Elon is doing too many experiments to make Twitter users unhappy - Instagram is watching.
Can 'Threads app' beat Twitter though? ⬇️
I took it for a spin this morning.
1/ Love the onboarding ♥️
The app syncs with instagram & I filled no signup forms to get access. All I had to do was click on "Import" from Instagram and it worked like magic.
2/ The cold start is great 🕹
Every social network needs critical mass of users. The 0 to 1 journey is a big problem. The "import your instagram followers" feature solves the cold start problem.
3/ Privacy terms are upfront 🔒
After the whole fiasco at Meta, they have learned the lesson. Privacy settings are specific for Threads Vs Instagram - user can keep a private IG profile & public "threads" account.
4/ Ditto Twitter UI copied 🥷🏻
It feels almost like using Twitter, so there is no behaviour change. This is where "no friction" design is helping. Users don't need to be educated.
5/ Threads reached 10 mil users 🤯
But, can it really go beyond and make history? or just become another Clubhouse that got so much traction and then fizzled out quickly.
So what's next for Threads Vs Twitter? 🐥
Social networks that don't have extremely high user base die a very fast death. Threads need to go from early adopter "Janta" to IG user base fast. Mission 100 million is ON.
Solve for the "right" growth 📈
Every IG user coming onto the threads app need to find their friends/connections. For now IG users who also use Twitter should only be the core focus.
Get textual content created 📝
Cross posting from IG isn't enough. The app needs to push creators to build "threads" specific textual content.
Ensure creators see the upside 🏔
Threads will need to bring in extremely lucrative monetisation tools for creators - do what Twitter did in the last 1 year in under few weeks.
Threads is nailing it's Go To Market ❤️
Do you struggle with nailing GTMs & more structure around taking product/features to the market? We go down the rabbit hole to designing solid GTM strategies for any freaking product inside the GrowthX experience.