With Meta's Threads, Social Media Users Face Peak Digital Burnout, Content Confusion

Another day, another username. In the social media arms race between Mark Zuckerberg’s Meta (formerly Facebook) and Elon Musk’s Twitter, a new channel has entered the war: “Threads,” Zuckerberg’s direct response to Musk’s posting platform. On July 6 the long-rumored app went live, and Zuckerberg was quick to share his thoughts on his new digital venture: 

“I think there should be a public conversations app with 1 billion+ people on it… Twitter has had the opportunity to do this but hasn’t nailed it.”

Just seven hours after the launch of Threads, Zuckerberg posted that there had already been 10 million sign ups.

 

Post by @zuck

View on Threads

As Users Flock To Threads, Meta’s Competitors Air Out Displeasure 

Celebrities like Jennifer Lopez, Seth Curry and Gordon Ramsey quickly followed his lead in terms of securing a Threads profile.

 

Post by @jlo

View on Threads

Meanwhile, tech founder Jack Dorsey took to the Twittersphere to share his thoughts on the sudden boom: 

“We wanted flying cars, instead we got 7 Twitter clones.” https://t.co/MavyysZCcP

— jack (@jack) July 6, 2023

He’s not the only one that feels that way–by the end of Threads’ launch date, the Internet was awash with a number of social posts, memes and critical commentary on the oversaturation of social media platforms that exist in 2023.

Photo:

https://www.instagram.com/p/CuXQZH-u6IE/

Between Meta products, Twitter, Reddit, Discord, Mastodon, Tumblr, the Internet is abound with communication touchpoints and avenues for entry. Social media users, managers, organizational leaders and companies alike are in a position of not just digital oversaturation, but confusion as they work to understand how each of these platforms work with–and against–one another.

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Social Site Users Are Waiting To See If Threads Will Thrive, Or Be Thwarted

All social media platforms are not created equal, and for individuals or public entities looking to set themselves apart from their peers, mastery of trending tech tools before they become the mainstream status quo is paramount for not just influencing, but business brand building in the short-to-long term. Identifying a social platform’s staying power, however, is a gamble that both the private and public sector have to take when investing free time, tech talent and even marketing strategy into new platforms.

Social media users have been sharing their feedback and first thoughts on Threads with CCW Digital. There appears to be some division on whether the app is just what people have been waiting for, or exactly what nobody asked for. 

“I love it because it hasn’t been ruined yet. I have seen only wholesome content so far,” 

says Lauren Amrhein, a graphic designer.

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“It’s like if AIM chat rooms met Twitter in a really quiet room,”

adds journalist Tommie Brown, noting some initial flaws in the sign-up process. “They also number you and then put the number in your Instagram bio automatically,” she explains, sharing a photo of a friend’s profile. 

Thread’s Sign-Up Situation Leaves Much To Be Desired

Upon signing up for the new app through their Instagram login, new users will find that they are automatically following their Instagram feeds on Threads as well. When logged in, users will be able to post text posts using up to 500 characters, and add visual content like photos and videos. Users can also like and repost content, and quote threads from other users. They can also choose to Thread privately or publicly, although users under 16 will automatically have private Thread accounts per Meta’s safety guidelines. 

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The platform is meant to share text in ways different than currently available on Instagram Stories, Reels, or Notes, complete with a thread-like graphic that illustrates the app’s intentions of operating similarly to Twitter’s well-known tweet threads.

On July 6, Elon Musk tweeted some thoughts on that–”Competition is fine, cheating is not."

Competition is fine, cheating is not

— Elon Musk (@elonmusk) July 6, 2023

Part of what could be considered “cheating” is the fact that once users sign up for Threads there is no option to delete your profile, Tommie Brown notes, except by users deleting their Instagram profile. As of early morning on July 7, Threads’ user count had already reached 69 million–not a hard achievement when nobody can delete their profile after exploring the new platform. 

For Customers And Companies, Threads Will Be Yet Another Platform For Experimentation 

Outside of those who spoke to CCW Digital, users are experiencing additional confusion on just who–and what–Threads is for. The Guardian reports that in the hours since it launched Threads users are seeing posts from just not their following but from random accounts, which Meta says is the result of personal and algorithmic recommendations. Not only this, but users also cannot privately or directly message one another threads. 

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Considering all the limitations that Thread appears to have right now, there is reason for users to be skeptical. Yet for brands looking to capitalize on their current customer connections and reach potential end users, Threads may be something worth weaving into even if only during the app’s most immediate moments of popularity. With a fresh, new space available for developing written brand voice, all organizations are on a level playing field in terms of learning what type of contact customers want in the Threads space. 

No matter who you are, there’s much yet to be learned and determined when it comes the moment’s hottest social platform. But for now, everyone should Thread carefully.

Main image by Dave Adamson on Unsplash: https://unsplash.com/photos/PCuZzaY9WSc

Photos and additional screenshots courtesy of Tommie Brown, CCW Digital