Meta’s New App, Threads, is Here. Is it the Biggest App Launch of All Time?

Threads, Meta’s new competitor to Twitter, is on track to become the fastest-growing social media app of all time, surpassing Chapt GPT’s previous record and drawing in a whopping 30 million active users in 24 hours.

With Twitter’s recent rate limits and generally negative reputation since Elon Musk’s takeover almost one year ago (October 2022), Threads feels refreshingly positive.

Threads allows us to return to what makes social media social – the ability to form close connections with those across distance and time.

Consumers and brands are flooding Threads with vigor and enthusiasm like no app before, with sentiments ranging from confused (how do I use this?) to excitement (finally – a break from all that Twitter drama).

The most successful brands – so far – are experimenting with Thread’s capabilities. Indeed, the functionality is much simpler than its rival, Twitter. Best of all – so far, no ads are to be found.

Of course, that will change over time. After all, Zuck needs to pay everyone who made Threads possible, and nothing comes for free. But, so far, the app feels refreshingly unrestricted and spontaneous. Many describe the feeling as similar to MySpace or Tumblr days, where monetization was practically non-existent compared to today’s advertising norms.

So, what to do if you’re a brand that wants to make an impact early? Well, you’re in luck. Threads provides an opportunity to reach consumers in a new way, where they’re actively interested in hearing and engaging with anyone and everyone who has something interesting to say. Now is a unique time to drive impact before consumers burn out from Threads overload.

But a word of caution; No one, and I mean no one, wants to be sold to right now. Remember, consumers are attracted to Threads because it’s new and exciting. Use this opportunity to join the conversation and make connections, not sell.

With luck, Threads will stick around for good. As Natasha Pierre, Founder of Shine with Natasha points out, it feels less like a competitor to Twitter and more like a companion to Instagram and Reels. The app has had an incredible launch and will undoubtedly continue evolving its capabilities. Perhaps we’ll see an integration with Giphy or the addition of hashtags, or even the possibility to DM each other; who knows?