Threads: Everything you need to know about the launch of the new Meta app

Threads: what are they?

On Thursday, July 6, 2023, Meta officially launched Threads. The project was a resounding success, with the social network registering 10 million new subscribers in 7 hours and almost 40 million users in 24 hours. Within 4 days of going live, Meta's new application had registered 100 million new users. Mark Zuckerberg was also very optimistic, claiming that the Threads platform could well reach the billion-user mark soon. Initially reserved for a hundred or so countries, the application was gradually rolled out by the Meta Group.

For European users, Threads has been officially made available from December 14, 2023. Deployment in Europe has taken longer due to the continent's stricter personal data protection rules.

Threads is a new app from the Meta group, the parent company of Facebook, WhatsApp and Instagram. Although a stand-alone application, Threads is directly linked to Instagram. However, the social network is much more like Twitter, with a mostly text-based message stream. Users can still post videos and photos. Threads offers many possibilities for entrepreneurs, enabling you to position yourself on the new social network for prospecting and getting closer to your customers.

The Threads social network focuses above all on sharing short test clips and on real-time discussion with other users. You can share or like posts published by other members of the community.

How does it work?

Although new, Threads is a perfect social network for entrepreneurs who want to position themselves first for prospecting. The Meta group uses your Instagram information to personalize your Threads profile and the advertising you'll receive there. One of the app's positive points is that its interface is uncluttered enough to ensure that users don't feel out of place. There are five different tabs to help you navigate the application:

• the house icon to access your News Feed,
• the magnifying glass icon, which takes you to the search page (where you can enter the names of the users you wish to track),
• the pen icon and a sheet of paper to write a publication,
• the "heart" icon indicatingyour account activity,
• the human silhouette icon lets you view your activity.

The "heart" icon shows you who has followed you on Threads and who has replied to your thread. You also receive notifications of who has mentioned you in their posts on the app. On Threads, you can publish up to 500 characters of text. If that's not enough, all you have to do is set up a thread (Threads) containing several short messages, up to 10 images and videos of up to 5 minutes.

As with X, Threads subscribers can be surveyed and gifts published.

Threads: an application linked to Instagram

One of Threads' greatest strengths is its ease of use. All you have to do is log in with your Instagram account. The app then offers to automatically follow all the people you're subscribed to on your professional or non-professional Instagram account. This saves you having to start from scratch as with other social networks. Because Threads and Instagram are linked, you can import your profile picture and bio directly. Deleting your Instagram account will also delete your Threads account.

What are the differences between this social network and Twitter?

As you can see, Threads and X are very similar. In fact, X is considering taking Meta to court. However, there are a number of differences. Firstly, Zuckerberg's new social network allows you to publish longer texts than Twitter (X).

Unlike the latter, the social network doesn't use hashtags either. However, this feature could be introduced in the coming months, probably in conjunction with the "Trends" section, which will summarize the most popular topics of the moment. Threads content is also subject to a stricter moderation policy than X. The owner of the social network Twitter advocates freedom of expression.

As usual, the Meta group prevents its users from posting sexual videos or photos on Threads. Finally, Threads does not allow users to engage in private discussions with other users. According to Instagram CEO Adam Mosseri, the social network's aim is not to create a new inbox, but only to enable users tosend Thread s to other applications. For the time being, users also regret the absence of an integrated translator for publications and posts in other languages.

What are Threads' real ambitions?

Thearrival of Threads in Europe comes at just the right time. In recent weeks, X has been rocked by a series of controversies. Elon Musk, the social network's new owner, has been blamed for controversial comments, including an anti-Semitic message. He has also responded aggressively to advertisers who have boycotted X because of these controversies.

These events weakened X. The social network has lost many users and advertisers. Meta could take advantage of this situation to make Threads a success.

Threads' success will depend on a number of factors, including its ability to attract and retain users. Meta has already tried to launch a competing service to X in 2019, but the project failed. The current context seems more favorable, but nothing is decided yet.