Threads’ Brief Glory: What Instagram’s Messaging App Tells Us About Adapting to Trends.

Instagram took a bold step to challenge Twitter by introducing its version of a text-based platform with the launch of Threads in July 2023. As a direct competitor to Twitter, Threads promised a space for real-time conversations, sharing thoughts, and connecting with audiences in a new way.

Instagram has been a powerhouse in the social media world, consistently introducing new features to keep its vast user base engaged. Despite its promising start, Threads has seen a significant decline in usage. Let’s delve into the rapid rise of Instagram Threads and its even faster decline.

What Are Instagram Threads?

Launched in October 2019, Instagram Threads is a messaging app designed to enhance private communication among close friends. With Threads, Instagram wanted to create a more intimate space for sharing photos, videos, and messages with a user's close friends list on Instagram. The app emphasized quick and easy sharing, with features like automatic status updates and a dedicated camera for spontaneous content creation.

The Initial Success

Threads arrived with a big bang, leveraging Instagram's massive user base to quickly amass millions of sign-ups. And the fact that you could easily import your existing followers from the app made it an attractive proposition. Creators especially, saw Threads as a potential goldmine.

It offered a new channel to engage with their audience, and with the platform initially favoring new accounts, it provided a level playing field for creators to gain visibility and grow their following. Threads' ability to also automatically update statuses based on a user's location and activity definitely set it apart from the other messaging apps but this feature would eventually backfire.

The Fast Decline

The excitement surrounding Threads began to diminish almost as immediately as it rose. For one, the platform's reliance on Instagram for user data raised privacy concerns. Most users started to feel uncomfortable with an app that was constantly tracking their location and activity.

Threads also failed to introduce unique features that could sustain long-term user engagement. The app's offerings were too similar to what Instagram already provided. With no distinctive features of its own, and yet with a similar user experience to Twitter, which had other entertaining additions such as Tweet threads, Quote tweets, and Twitter Spaces, it was difficult for Threads to carve out a unique identity.

As the novelty faded, user engagement started to decline. Many creators also found it challenging to maintain a consistent presence on both Instagram and Threads due to the inconvenience of having to leave Instagram to access Threads. In this "numbers pay the bills" era, the lack of analytic features and performance measurement meant that Threads was also not designed with creators in mind.

The sentiment most users also shared was, “Why would anyone want to have a separate app for close friends when Instagram already had a DM feature? So of course, users found it cumbersome to switch between Instagram and Threads for similar functions. To make matters worse, Instagram shot itself in the foot with the introduction of new features like close friends’ stories and DM enhancements.

Lessons for Creators

While Threads may not have lived up to its initial promise, the experience offers valuable insights for creators. It serves as a reminder that the social media landscape is constantly evolving, and what works today may not work tomorrow. For creators, this underscores the importance of staying flexible and ready to adapt based on user feedback and changing trends. The social media landscape is fast evolving, and staying relevant requires flexibility and responsiveness.

We also recognize the importance of understanding the needs of your audience. Threads' failure to address the redundancy with Instagram's existing features shows the importance of aligning your services with your users’ preferences. Creators must ensure that their content is unique and valuable. Standing out in a crowded market requires innovation and a clear value proposition.

Images from Google.com