At the time of writing it’s been less than 24 hours since Threads went live, but with over 30 million sign-ups, it’s all the internet can talk about. It may be too early to tell if the app has staying power, but for now let’s take a look at how Threads has been holding up so far.

Heaven or hellsite?

Described by the Financial Times as ‘a throwback to the giddy early days of Twitter’, there’s an air of nostalgia circulating on Threads:

“It feels like 2006 all over again. A new social network has set the internet alight with chatter about the possibilities.

More than anything, Meta’s launch of Threads on Thursday is a nostalgia trip for those of us who signed up to Twitter in its early days. It’s an emotion that the Instagram spin-off is designed to tap, pitching itself as Twitter but without the spam, harassment and Elon Musk.”

Threads users have also been drawing comparisons between the new app and the early days of Tumblr.

A virtual vacation?

Many users have noted that they feel they can relax on Threads. In contrast to Instagram, with its shift to video content, many Threads users seem happy that text-based content is ruling the app. With a 500-character limit, there is a sense of relief amongst burnt-out creators and social media managers that, on Threads, there’s no expectation to package their offer into endless short form videos.

Kari Paul, writing in The Guardian, sums up her early experience with the new app, writing:

“Threads offers an eerily Twitter-like microblogging experience. Opening the app reveals buttons to like, repost, reply to or quote a “thread”, and counters showing the number of likes and replies that a post has received. Posts are limited to 500 characters, which is more than Twitter’s 280-character threshold, and can include links, photos and videos up to five minutes long.”

With no hashtags, no stories, and no DMs, the app is certainly friendly and easy to use. Many users have claimed to spurn sleep since the release of the app, instead enjoying the ‘pick n mix’ of content of the Threads homepage. So close to the app’s inception, scrolling through the posts invokes the feeling of being part of some secret club (albeit, with 30 million members).

Zuckerberg vs Musk: a cold war?

With Threads challenging Twitter’s place within the pantheon of social networks, things are tense between these two tech industry titans. Although they recently floated the idea of a cage fight, it may be the case that their true battle is being fought in cyper-space. On the fight, the BBC reported:

“Two of the world’s most high-profile technology billionaires – Elon Musk and Mark Zuckerberg – have agreed to fight each other in a cage match.

Mr Musk posted a message on his social media platform Twitter that he was “up for a cage fight” with Mr Zuckerberg.

Mr Zuckerberg, the boss of Facebook and Instagram parent company Meta, then posted a screenshot of Mr Musk’s tweet with the caption “send me location”.

“The story speaks for itself,” a Meta spokesperson told the BBC.

Mr Musk then replied to Mr Zuckerberg’s response with: “Vegas Octagon.”

The Octagon is the competition mat and fenced-in area used for Ultimate Fighting Championship (UFC) bouts. The UFC is based in Las Vegas, Nevada.

Mr Musk, who turns 52 later this month, also tweeted: “I have this great move that I call ‘The Walrus’, where I just lie on top of my opponent & do nothing.”

He later tweeted short videos of walruses, perhaps suggesting his challenge to Mr Zuckerberg may not entirely be serious.”

I guess we’ll stay tuned for updates—but whether we’ll receive those updates on Twitter or on Threads may determine the true victor.

A new addition to your digital marketing arsenal?

This is one of those rare moments in internet history that seems to bring the tech bros, meme queens, and pop culture connoisseurs together, but many people will be wondering what impact Threads will have on businesses.

At this point, it looks like existing social media strategies won’t suffice when it comes to Threads: the culture seems to be calling for different content. Though many brands currently lean heavily on short form video content to promote their products and services, Threads doesn’t feel like the place for that.

One user Threaded (as some users are calling it), with an almost palpable groan: ‘The brands are starting to show up…

Another added: ‘I feel so bad for any social media manager who’s being micromanaged by a brand into using threads wrong.’

In fact, there seems to be a significant population of social media managers on Threads—forming a sense of community over the pressure to add a new app into the services they offer to clients.

If businesses can keep pace with the evolution of Threads though, there’s no reason why it can’t be used to the same advantage as other social media apps. Will brands have the cultural dexterity to keep their fingers on the pulse? We’ll have to wait and see.

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