Meta plans to launch Instagram's standalone Twitter competitor Threads on July 6, per the pre-order App Store listing, which shows screenshots of some features

Instagram's rumored Twitter competitor just dropped on the iOS App Store in the US. The app will be called Threads …

TechCrunch 2023-07-04 Amanda Silberling

Context & Ripple Effects

The App Store listing turns an earlier rumored product into an imminent launch, while an APK teardown had already indicated the service’s web address and operating details. A briefly visible early web interface further signaled that Meta was preparing Threads as a distinct service rather than a feature buried inside Instagram.

The key strategic asset is distribution: the subsequent launch coverage says users can sign in through Instagram and carry over the accounts they follow. That gives Threads a built-in onboarding path that smaller text-social competitors lack.

First-order effects

Meta and Instagram can begin acquiring Threads users through an App Store launch and Instagram-based account setup, reducing the initial friction of joining a new social network.
Twitter faces a new rival aimed directly at public, text-led conversation, backed by Meta’s existing social graph and infrastructure.

Second-order effects

Other text-social services must compete not only on features but on how quickly they can build active networks when Threads can import users’ existing Instagram connections.
Brands and agencies gain another potential audience channel to evaluate; subsequent coverage shows Threads initially had no ads but Meta was already speaking with advertisers, making commercial demand an early product consideration.

Third-order effects

If cross-app account portability becomes a repeatable launch play, large consumer platforms can use established identity and social graphs to make adjacent-market entry materially easier for incumbents than for standalone startups.
The pattern points to social competition being decided increasingly by distribution and network transfer, not just a new feed design; whether Threads retains activity will determine how durable that advantage is.

The trend: Threads is an early example of major platforms using existing identity, relationships, and app distribution to seed new social products quickly.

Discussion

BetaNews Sofia Wyciślik-Wilson on mastodon
As Twitter flounders, rivals Mastodon and Bluesky flourish, and Meta launches Threads on Thursday
@candice.tubbyandcoos.com Candice Huber on bluesky
Meta may end up winning to capture most folks because of its built in audience, but the whole reason I'm on Twitter to begin with is to GET AWAY from the people I know on FB & IG. I need an online space to be my full, unfiltered self. So hello Bluesky! 👋 [embedded post]
@carnage4life.bsky.social Dare Obasanjo on bluesky
This table is basically a list of features used by the app framed in the scariest way possible. — Can you give the app your credit card? Financial Info. — Does the app collect crash logs? Diagnostics. — Is there a map or place check-ins? Location — Can you find your friend…
@profmusgrave.bsky.social Paul Musgrave on bluesky
Facebook announces Threads [image]
@alexrodgers.bsky.social Alex Rodgers on bluesky
This makes it the 5th(?) Twitter clone in the past few years. It's very interesting how despite the demand for a Twitter alternative, none has seemed to find the success Twitter has. [embedded post]
@xylaria.vg @xylaria.vg on bluesky
This is gonna go over like a ton of lead. There will be celebs and shitty people and your parents. [embedded post]
@wbm312.bsky.social Whitney Merrill on bluesky
“Threads, an Instagram app by Facebook, owned by Meta.” — Funny how they no longer push the bad Facebook brand. They don't even want to use Meta to brand a new project. [embedded post]
@menotti.bsky.social Menotti Minutillo on bluesky
Facebook has tried before but I think this has the best chance of working yet. Twitter has never been more vulnerable and so many of the heavy users want to leave. People hate Zuck less than they hate Elon. Couple that with the network effect and I think this might actually pu…
@thatshawguy.com ThatShawGuy on bluesky
The plot thickens. 👀 [embedded post]
@dondahlmann.bsky.social Don Dahlmann on bluesky
It is a privacy nightmare, but what else could you expect. [image]
@chrismessina.me Chris Messina on bluesky
Meta, don't ever change. — Not that you would, but... [embedded post]
@counternotions@mastodon.social @counternotions@mastodon.social on mastodon
How does one find a list of personal data not collected by Facebook's new Instagram Threads app? — ↓ — [image]
@jack @jack on x
All your Threads are belong to us [App Store screenshot: “Data Linked to You"]
@alexeheath Alex Heath on x
Looks like Meta is doing a pre-order launch for Threads, its Twitter competitor, in the App Store. Says it will be available July 6th https://apps.apple.com/...
@elonmusk Elon Musk on x
Thank goodness they're so sanely run
@elonmusk Elon Musk on x
@jack Yeah
@behnamrezaei Behnam Rezaei on x
It's gonna be an interesting few weeks/months ... If it's truly on a decentralized protocol, I am a fan. It was about time we have a “meta” level aggressive execution of a decentralized protocol. https://apps.apple.com/...
@joannastern Joanna Stern on x
Here we go again! How long until Twitter bans us from promoting our Threads accounts? Also, follow me on Insta: https://www.instagram.com/... [image]
@ianzelbo Ian Zelbo on x
Unsurprisingly, Meta's Twitter competitor collects all of your data 🙃 [image]
@davidfrum David Frum on x
A thought on my personal post-Twitter plans. I've weighed alternatives like Post and S*bstack Notes. I'm open to the new product soon expected from Meta. But my own expectation is that there will be no Twitter successor. The network effect will be lost. Twitter itself ...
@saeeddicaprio @saeeddicaprio on x
that alien timed it too well like he was waiting for this app to mess up https://twitter.com/...
@eric_young_1 @eric_young_1 on x
I'll see you on Threads It's here. It's real. And it's amazing https://apps.apple.com/...
@diegojimenez Diego Jimenez on x
So the team has been working on a thing lately... https://apps.apple.com/...
@joshbutler Josh Butler on x
If you're leaving Twitter, follow me on Threads, and Bluesky, and Mastodon, and Instagram, and Post, and Substack, and [brain explodes, just want the old Twitter back] https://twitter.com/...
@mikebutcher Mike Butcher on x
Please God let's not live in a Instagram, Facebook, WhatApp, Threads, Mark Zuckerberg Universe... https://techcrunch.com/...
@nikitabier Nikita Bier on x
Elon is out here limiting how many tweets you can view per day and training for a fictitious cage match—while a 1-billion-user audience is about to be dropped on a clone of his product and eviscerate $44 billion.
@patrickclaybon Patrick Claybon on x
Things will really get going when AOL Instant Messenger tweets “I'm Back” https://twitter.com/...
@alexmaxham Alex Maxham on x
@BrandonButch I think this has the best opportunity to beat Twitter. Since you can migrate your username and followings over from Instagram.i do like bluesky but it's taking so long to grow and add features.
@paultassi Paul Tassi on x
This one I'm gonna do. Not that I trust Meta but it has to be the most viable one by default https://twitter.com/...
@paultassi Paul Tassi on x
This is gonna launch and it's gonna take like 30 seconds for Twitter to block all links and ban the word “threads” on here
@poweredbyidtech @poweredbyidtech on x
Not a fan of Zuckerberg either but it seems like there are enough people at Meta who can keep him in check if needed. No spur of the moment changes or other such nonsense. Being able to use your existing Instagram credentials is nice too. Convenient for onboarding new users. http…
@tomwarren Tom Warren on x
Twitter is falling apart and now Meta is about to launch Threads, its Twitter competitor, on July 6th https://apps.apple.com/...
@mehdirhasan Mehdi Hasan on x
Yes because Twitter never collects our data https://twitter.com/...
@ooccouchgags @ooccouchgags on x
Just be dropping within the hellstorm on Twitter. https://twitter.com/...
@mikeisaac Rat King on x
🧵 1/? https://www.nytimes.com/...
@marionawfal Mario Nawfal on x
🚨BREAKING: META's Answer to Twitter (Threads) Release Date CONFIRMED ‘Threads’ will be released on Thursday in the U.S. The app has been described as a competitor to Twitter. According to an executive at Meta, its goal is to establish a “sanely run” social media site.... https://…
@nataliemj10 Natalie Jackson on x
Oh good, so we can be more dependent on the other tech bro who wants to fight in a cage match. https://twitter.com/...
@frantzfries Chris Frantz on x
And there it is, HN top comment predicts this will be a success RIP Threads 2023-2023 [image]
@ianfayart @ianfayart on x
If this is apple only it's a huge mistake https://twitter.com/...
@ndhapple Nolan Hicks on x
In which, Mark Zuckerberg could very plausibly win the one portion of the social media market he doesn't dominate — the daily, events-driven conversation https://twitter.com/...
@counternotions Kontra on x
How does one find a list of personal data not collected by Facebook's new Instagram Threads app? ↓ [image]
@bkoo Ben Koo on x
There is a legitimately large swath of Twitter users who 3-7 years ago thought Elon Musk was neutral to positive and Zuck was a little dweeb enabling all sorts of problems. Fast forward to now and we're rabidly rooting for a social media monopoly and an ass beating in a cage http…
@benedictevans Benedict Evans on x
I would expect actual competent product design, and some attempts at creating some delight - whether the network effect can kick in is rather harder. https://apps.apple.com/...
@anthonyquintano Anthony Quintano on x
Just in time for Twitter's demise https://twitter.com/...
@its_whitney Whitney Medworth on x
bluesky better get moving fast. these guys know how to copy apps. https://twitter.com/...
@elamin88 @elamin88 on x
“Meta executives previously characterized the app as a ‘sanely run’ version of a public-facing social network” https://twitter.com/...
@jw @jw on x
Your periodic reminder that nobody drinks a milkshake better than Zuck. Turns out API freeloaders and scrapers may be the least of Elmo's troubles. https://apps.apple.com/...
@greatfirechina @greatfirechina on x
Watch this space: Threads is currently not available in European app stores (GDPR related?) and also Afghanistan 🤔 The app is available in China, although the Threads website is already blocked. App data: https://applecensorship.com/ ... Website data: https://en.greatfire.org/...…
@benedictevans Benedict Evans on x
My Twitter graph has absolutely zero overlap with my Instagram graph and behaviour. I wonder how much more generally that applies
@nicholasmairone Nicholas Mairone on x
the real twitter killer is here https://twitter.com/...
@can @can on x
I hate it but you have to a) give it up for zuck to launching at the perfect time b) enjoy a bit of schadenfreude at musks expense c) know that this is going to be 10x more stable and fluid than anything twitter ever shipped https://twitter.com/...
@parkerortolani Parker Ortolani on x
@ianzelbo It's bad, but Instagram shows the same thing and we're all unfazed 🤷🏻‍♂️
@robmanuel @robmanuel on x
Pet theory: Zuckerberg is doing a huge suck on Twitter data so that if people switch to his new platform then you can rebuild your follower counts without friction. Musk knows this, hence the data limits & anti-scrape stuff, which is ironically creating a bigger reason to leave.
@jw @jw on x
also, this logo is dope, tip of the hat to those responsible
@joshtpm Josh Marshall on x
Interesting. They're pitching as tied to insta rather than fb. Obviously you wouldn't want to associate with FB but interesting they're aligning it with insta, sort of a child app of insta https://www.theverge.com/...
@_zeets Zito on x
It's so funny that Zuck's great talent is just stealing other people's ideas https://twitter.com/...
@javalle @javalle on x
Here comes the ghost of Twitter with a Threads warning 👻 https://twitter.com/...
@headfallsoff @headfallsoff on x
ok we cannot let this be the one. we cannot under any circumstances let this one be the one you have to promise me that https://twitter.com/...
@mattnavarra Matt Navarra on x
And unsurprisingly for Meta.. it will harvest a lot of your data [image]
@brandonbutch Brandon Butch on x
People be like “I'm not installing that new Threads app from Meta, it tracks everything I do!!” Their phone: [Facebook, Instagram, Twitter, and other social networking apps]
@jsstansel Jon-Stephen Stansel on x
How bad has Elon ruined Twitter, you ask? Well, social media managers are cheering for the launch of a META app that they'll likely end up having to manage with Creator Studio, if that tells you anything... https://twitter.com/...
@a_picazo Alheli Picazo on x
There are no good guys in this turf war. Choose the platform(s) that work best for you, but don't mistake any one for being the ‘good’ one. That goes for Bluesky, too, which this guy runs. https://twitter.com/...
r/elonmusk r on reddit
Facebook owner Meta to launch Twitter rival on Thursday
r/TwoBestFriendsPlay r on reddit
Zuckerberg's answer to Twitter to be launched in a couple of days
r/news r on reddit
Threads: Instagram owner to launch Twitter rival on Thursday
Threads Threads on threads
Threads
@mranthropology.bsky.social Rich Stroffolino on bluesky
.net is savage [embedded post]
@bluechoochoo @bluechoochoo on x
Meta's Threads “directly ports over your Instagram followers and following lists. Instead of rebuilding a community from scratch” Instagram boostrapped off Twitter social graph until Twitter turned off social graph access (in retribution for IG turning off Twitter Card preview). …
@shiburizu @shiburizu on x
The https://threads.net/ website now has a countdown and a QR code. This is Meta's new Twitter clone. actual app store pages are now live: https://play.google.com/... [image]
@mattnavarra Matt Navarra on x
Instagram's Threads app website is now live And it's counting down to launch https://www.threads.net/ [video]
@codepo8 @codepo8 on x
Let's keep refreshing to see what Instagram tries to do to replace twitter: https://www.threads.net/
Dexerto Joel Loynds on mastodon
Best Twitter alternatives: Bluesky, Threads & more
@danilo.redeem-tomorrow.com @danilo.redeem-tomorrow.com on bluesky
Every pundit and thoughtshitter who crowed about Musk's leadership in October should have to repay us with a 12 month moratorium on their takes [embedded post]
@daveleeFT@mastodon.social Dave Lee on mastodon
@Setok @Techmeme it could! I don't think it will. Tho I like the idea of ActivityPub integration. Seems against Meta's nature to do something that open, though, so we'll see.
@chrismessina@mastodon.xyz Chris Messina on mastodon
Here are the screenshots for “Threads, an Instagram app”, discovered on the Play Store by the legendary @alex193a and then quickly pulled. — https://twitter.com/... #NewThreads #ActivityPub — [images]
@mattnavarra Matt Navarra on x
Elon may remove or increase the Twitter rate limits shortly But with every dumb af change he makes... trust and patience with his platform is further eroded It's wild that a new Zuckerberg production might be the life raft many Twitter users will swim to in the storm
@itsjeffhiggins Jeff Higgins on x
This is the best timeframe Meta has ever had to launch something that's another copy, but when people actually need it. https://twitter.com/...
@steevomoore Stephen Moore on x
@MattNavarra I dissed on it being almost identical in looks and function, but that might actually help it; less hurdle and learning required to switch platforms
@manan @manan on x
who would've thunk that a Facebook is what we'll all go back to... https://www.techmeme.com/...
@aallan Alasdair Allan on x
Don't be ridiculous. Nobody below the age of 50 uses Facebook. Even us Gen X'ers have abandoned it for other platforms. It's somewhere you go to keep in touch with your Boomer relatives. Tik Tok will be the main benefactor. We're finally shifting to video! https://www.bloomberg.c…
@mattnavarra Matt Navarra on x
a lot of people are saying the same thing why would anyone quit Twitter for a meta-owned app my answer People do crazy things when they're desperate and have no viable alternatives. Zuck tying Threads to Instagram is smart Most people view instagram far more positively than it's …
@antoniogm @antoniogm on x
The Night of Social Media Long Knives. https://twitter.com/...
@tiagodf Tiago Dias on x
Obviously, the worst version of TweetDeck https://twitter.com/...
@timobrien Tim O'Brien on x
“Meta's Threads, meanwhile, has the ability to embrace fed up Twitter refugees en masse immediately. Once that momentum starts, it will be difficult for Musk to stop it.” - ⁦@DaveLeeBBG⁩ https://www.bloomberg.com/...
@mbrookerhk Matthew Brooker on x
If Zuckerberg creates a Twitter clone that limits the amount of fascist and tankie drivel I have to endure, then I am there yesterday. Once the momentum starts, it will be difficult to stop it, says @DaveLeeBBG https://www.bloomberg.com/... via @opinion
@wabetainfo @wabetainfo on x
Switch to Threads when it's available. This platform is a joke. https://twitter.com/... [image]
r/behindthebastards r on reddit
Elon Musk Really Broke Twitter This Time
r/TheTwitterEnd r on reddit
Elon Musk Really Broke Twitter This Time
r/EnoughMuskSpam r on reddit
Elon Musk Really Broke Twitter This Time
r/DecodingTheGurus r on reddit
Elon Musk Really Broke Twitter This Time

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