Meta launches Instagram's Threads, available on the App Store and Google Play in 100+ countries; users log in via Instagram and can follow the same accounts

- Threads is a text-based messaging app that looks very similar to Twitter. — People will be able to use their Instagram usernames …

CNBC 2023-07-06 Jonathan Vanian

Context & Ripple Effects

The launch follows Meta’s disclosed plan for a standalone text app and pre-release evidence of its web domain and onboarding design. Its distinguishing distribution choice is that participation starts from an existing Instagram identity rather than a separate account graph.

That convenience also comes with a tighter account relationship: same-day coverage noted that deleting a Threads profile could require deleting Instagram, a profile-deletion constraint tied to the Instagram account.

First-order effects

Instagram users in more than 100 countries can enter Threads with their existing username and immediately carry over the accounts they follow, reducing the setup work for a new social service.
Meta gains a text-first surface connected to Instagram’s identity and social graph; the service arrived after its announced July 6 launch plan and pre-launch app-store preparation.

Second-order effects

A linked social graph gives Threads an early distribution advantage over smaller text-network rivals, which must persuade users to rebuild audiences and connections from scratch.
The Instagram connection makes cross-promotion a practical growth lever for Meta; later testing of a Threads carousel inside Instagram illustrates how the two products can reinforce one another.

Third-order effects

If users remain active, social-network competition may increasingly turn on ownership of an existing identity graph and the ability to move users between adjacent apps, not only on a standalone product’s features.
The account-deletion linkage highlights a lasting trade-off in bundled social products: lower-friction onboarding can also make exit more consequential, likely keeping portability and user-control questions salient.

The trend: Threads is an early example of major platforms using established identity and social graphs to seed new app categories quickly.

Discussion

Vox Shirin Ghaffary on x
What you need to know about Threads, Instagram's new Twitter killer app
@darthbluesky.bsky.social @darthbluesky.bsky.social on bluesky
i hope every body finds the social media home they truly deserve
@mikalfm.bsky.social Mikal Lewis on bluesky
Wasn't the point of renaming the company Meta—so that they didn't have to use the Facebook name? — Have they now created such a negative connotation with both Facebook and Meta—that the last brand standing is Instagram? [embedded post]
@cdevroe@mastodon.social Colin Devroe on mastodon
Instagram head Adam Mosseri confirms ActivityPub support not in Threads on day 1 but says they are committed to allowing people to take their audience with them. — https://www.threads.net/... (Btw, my toots about Threads is not an endorsement of Meta's foray into the fediverse…
@finkd Mark Zuckerberg on x
[Image: Spider-Man Pointing at Spider-Man]
@elonmusk Elon Musk on x
@TechEmails It is infinitely preferable to be attacked by strangers on Twitter, than indulge in the false happiness of hide-the-pain Instagram
@elonmusk Elon Musk on x
Must confess to a deep love of fashion & architecture
@emoswaggy @emoswaggy on x
oh nevermind ["But there's no way to make Threads show you only the posts from accounts you've chosen to follow"]
@aries_menace @aries_menace on x
logging into threads to get my class action privacy settlement in 5-10 years
@nikitabier Nikita Bier on x
“𝗧𝗵𝗿𝗲𝗮𝗱𝘀 won't work because it doesn't allow you to import your Twitter followers” Let me invert that statement for you: How many of your non-Twitter friends would become activated on Twitter if they could import their 𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺 social graph?
@noupside Renee DiResta on x
🧵 A Brief Thread On Threads 🧵 : Normie users came to Twitter for Oprah, not some shitposting rando. Before emoji-in-bio factions became the norm & brainworms spread & this place became The Arena to scapegoat some hapless Main Character every day, ppl wanted to talk to celebs.
@howfxr @howfxr on x
Here's a first look at Instagram Threads on the web! 👀 [image]
@jappleby Jack Appleby on x
Here's THREADS' entire sign-up process. This is so clean. So easy. - instantly get your Instagram @ handle - auto imports your bio + pic from IG - instantly follow from your IG Reallyyy genius way to launch an app. [video]
@danprimack Dan Primack on x
It's really a testament to @ev, @jack and @biz that so many companies, large and small, keep copying their fundamental design.
@techemails @techemails on x
Elon Musk on Instagram August 21, 2018 [image]
@adamkovac Adam Kovacevich on x
Talk to your doctor if you think you may have Facebook Derangement Syndrome https://twitter.com/...
@jason_kint Jason Kint on x
- misleads about metrics - inflates video opportunity - covers up data breach - empowers foreign interference - aids in genocide - blocks free and plural press - hides damning harms research - abuses users privacy - copies competition - launches new app. where can I download it?
@mattnavarra Matt Navarra on x
threads first impressions It's good Really good Elons in trouble
@b_fung Brian Fung on x
I don't think I fully grasped until seeing it in action just how powerful it is that Meta has all this existing data about me. That you can recreate your whole social network on Threads with one tap lets the app skip what would normally be a huge hurdle for a nascent platform.
@thomas_violence Thomas Violence on x
check me out on threads. heres a picture of my threads account C:/Users/Ben/Downloads/nudemanwithextre melyfuckedupballsvomitingontotheamerican flag- 1200px.webp
@balajis Balaji on x
IS THREADS A THREAT? Facebook's clones of Snapchat and TikTok have been fairly successful, but haven't killed either Snapchat or TikTok. I think that's the base case. An alternative scenario is Google Plus, which came out strong but didn't have staying power. But Facebook has... …
@micsolana Mike Solana on x
the substack nuke never made much sense to me, nor did media obsession with the other fake twitters. but meta is a proven clone assassin, at scale, run by the industry's longest running social media exec. this is the first real challenge to twitter in the company's history.
@jamestitcomb James Titcomb on x
Concerning [image]
@samcoatessky Sam Coates Sky on x
Gosh. Yuk. Hmmmm. Really, Threads? [image]
@mosseri Adam Mosseri on x
🎉 Threads 🎉 Threads is our new app, built by the Instagram team, for text updates and joining public conversations ✨ We're hoping Threads can be great space for public conversations, and we're very focused on the creator communities that already enjoy Instagram. Available... http…
@tomwarren Tom Warren on x
Threads is fun, exploring a new social network with the launch buzz. I'm not feeling the home feed right now tho as it's similar to Twitter's “For You” which mixes in recommendations and accounts you don't follow. No option for a real time feed yet, but hopefully that comes 🙏 [im…
@asemota Osaretin Victor Asemota on x
Those saying Threads is a fluke have forgotten that Facebook Paper was once a product experiment that failed. Meta has the benefit of experiencing failure before. They won't make the same mistake twice. They took their time with this and it is evident in the design. Not kneejerk …
@sarthakgh Sar Haribhakti on x
The biggest indictment of Reddit's and Twitter's product chops is the user love for third party apps The entire API saga both companies went through was an embarrassing show of incompetence of wasting opportunity to create a nice app over a decade and with limitless funding https…
@samro @samro on x
the nice thing about Twitter's user experience getting super crappy in recent days is it's lowered the mental bar for embracing new competitive social media platforms that are working out their own kinks
@marshallk Marshall Kirkpatrick on x
Let's see a Threads API, huh? Imagine a read-only API that just made it possible to surface interesting analyses synthesized from conversational data https://www.techmeme.com/...
@b_fung Brian Fung on x
It's not a perfect overlap. Most of my connections on Instagram are personal, not professional. Threads now seems poised to blur that work-life boundary for me. Precisely because of that, I skipped the auto-follow step in the onboarding process.
@mkupperman Mike Cobraman on x
Threads sounds great! They control the algorithm and you can't back out of it without deleting your instagram account? Sign me up!
@cbctom Tom Harrington on x
As Twitter subscribers flock to Threads, here's a warning from Twitter's co-founder about Meta's deeper interest in you. https://twitter.com/...
@cb_doge @cb_doge on x
Meta's new app was built entirely using this keyboard: [image]
@amnesty @amnesty on x
The normalisation of people having to trade human rights to have access to information needs to stop. [image]
@readdanwrite Daniel Roberts on x
it's lit over on Threads! we can all just briefly pretend it's not from THAT parent company and enjoy ourselves for a few seconds
@mikeisaac @mikeisaac on x
other sort of knock-on effect of threads if it really takes off (and sticks around) is how it's juicing IG — followers are going up on IG for me purely from twtr folks who have migrated and never cared about my IG account
@thomasgermain @thomasgermain on x
Threads has been available for 30 minutes and people are already roasting Zuckerberg [image]
@kantrowitz Alex Kantrowitz on x
Zuck is already using his new app to pitch himself on podcasts [image]
@mattnavarra Matt Navarra on x
Zuckerberg's last tweet was 11 years ago in 2012 Today he returned to Twitter to drop this tweet 👌🔥😆 https://twitter.com/...
@s8mb @s8mb on x
When we said we wanted more competition on the internet, we meant from non-profit FOSS startups that don't collect any data or show ads. It isn't real competition when it's done by big American corporations that only exist for profit.
@benedictevans Benedict Evans on x
The hardest thing for Thread is cold-starting a network, but anyone who worked at Twitter should be quietly embarrassed by how much nicer the thread app is. That's also why so many of us used third-party Twitter apps
@karlbode Karl Bode on x
the future of mainstream social media is just going to be dumb hustlebros, violently unfunny billionaires, and pseudo entrepreneurs just as far as the eye can see [image]
@cstanley Christopher Stanley on x
Honest question, what does @finkd mean “reason why Twitter never succeeded”? Do it differently? Threads looks and feels like a Twitter clone. 🐈 Someone please help me understand 😬 [image]
@oneunderscore__ Ben Collins on x
Look, Threads is buggy and it needs a browser interface ASAP, but it has so many built-in accounts from Instagram. It's an existential threat to this website, imo.
@rachelmetz Rachel Metz on x
the fact that it will eventually work with decentralized social media apps is really intriguing.
@austen Austen Allred on x
My Facebook/Instagram social graph is basically all the people I knew in High School. “A place where you can read all the Twitter-like thoughts of the people you follow on Instagram” sounds like a special hell.
@kantrowitz Alex Kantrowitz on x
Zuck won the cage match
@__apf__ Adriana Porter Felt on x
oh no. my deeply embarrassing Instagram account name that I thought only friends would see is now following me to the new app
@elonmusk Elon Musk on x
@Austen 🤣💯
@maxwinebach Max Weinbach on x
Threads will 100% only be a thing people use for maybe a month
@mikeisaac @mikeisaac on x
unexpected side effect of my twtr graph colliding into my threads graph is a lot of new threads followers digging into my old IG photos.... i regret nothing and i see your deepfavs
@gojomo @gojomo on x
our most-aesthetically-gifted trendmakers have warned: Twitter will imminently be eaten by an enormous mutant star-GOAT. for your safety, evacuate via the ‘B’ ark immediately. https://twitter.com/...
@esqueer_ Alejandra Caraballo on x
Because Threads is basically built on leftover code from Instagram, everyone shows up as their handle instead of their name. I have no idea who the hell anyone is. Their celebrity only beta missed this basic issue because using handles primarily benefits brands and celebrities! […
@andrewmacfnz Andrew Macfarlane on x
Interesting here from Meta: “We're committed to giving you more control over your audience on Threads - our plan is to work with ActivityPub to provide you the option to stop using Threads and transfer your content to another service.” https://twitter.com/...
@wongmjane Jane Manchun Wong on x
Personal News — I've joined @Meta to work on Threads, an app built by @instagram! Can't wait to craft the unreleased and shape the digital future together!
@wexler Nu Wexler on x
Good: I can keep my IG account private and my Threads account public. Bad: Who are these randos in my timeline? [image]
@prawn_meat @prawn_meat on x
just opened threads. it's basically a fake app from a tv show that a teenage girl uses right before being murdered by cyberbullies. not doing that again
@robdelaney Rob Delaney on x
This is getting ridiculous [image]
@campbell_brown Campbell Brown on x
Excited about our new app, Threads, built by @Instagram. We took what Instagram does best - connecting people over photos & videos - and expanded that to text. Threads offers a new, separate space to share text updates & join convos. https://about.fb.com/...
@timsweeneyepic Tim Sweeney on x
Did Meta just launch a new social media website without a website?
@gregisenberg Greg Isenberg on x
It turns out, building an Instagram account is now 100x more valuable
@picketer Tim Lyons on x
This and how you have to give it access to your contacts means NFW. https://twitter.com/...
@kantrowitz Alex Kantrowitz on x
Folks, Instagram images preview on Threads [image]
@mikko @mikko on x
Users in EU can view threads on Threads, but can't sign up. https://www.threads.net/...
@andy_staples Andy Staples on x
If Threads is the Zuckerberg-Musk cage match we were promised, Zuck isn't trying very hard. All algorithm. No chronological view. All of our watching of sports together will definitely still happen here.
@anothercohen Alex Cohen on x
Imagine working at Meta and making $1m/year in total comp as a product manager and your entire job is to just copy and paste things from other apps. That's the dream
@charliekirk11 Charlie Kirk on x
Meta's new Threads has been endorsed by CNBC's Jim Cramer. And just like that it's all over. “I say game, set, match Zuckerberg....Facebook, Instagram is a really terrific product and Twitter is awful.” [video]
@sarthakgh Sar Haribhakti on x
Sad to inform the social media interns at brands are at it already [image]
@can @can on x
threads feels like for designers, by designers so far https://www.threads.net/...
@worldwidewob Rob Perez on x
this is how you return from an 11-year twitter hiatus. https://twitter.com/...
@libsoftiktok @libsoftiktok on x
I joined Threads and in under an hour I've been told to kill myself, had death wished on me, was called a fascist, a nazi, and a terrorist, and had people plotting how to permanently ban me. The kind and tolerant left strikes again! https://twitter.com/... [video]
@ashcryptoreal @ashcryptoreal on x
Do you see how weird it is ? Mark Zuckerberg could have launched threads anytime in last 10 years but he Only did it after elon bought it for $44 billion and exposed everyone. He is hitting when Elon is at its lowest. We need to appreciate and support Elon Musk ❤️
@tomwarren Tom Warren on x
Mark Zuckerberg's first tweet in 11 years and he's trolling Twitter 🙃 https://twitter.com/...
@carlquintanilla Carl Quintanilla on x
“.. This is a space Twitter has been in and led for a while, but our perspective here is that there is an opportunity and people are looking for more choices.” ⁦@WSJ⁩ $META #threads https://www.wsj.com/...
@brianstelter Brian Stelter on x
What's the word for that feeling when a social network is being recreated in real time, person by person, bit by bit?
@esqueer_ Alejandra Caraballo on x
Didn't take long for Threads to import the biggest hatemongers pushing anti LGBTQ hate. Libs if TikTok is now on Threads. Seems like they're going to recreate Twitter's anti LGBTQ hate. [image]
@instagram @instagram on x
✨ Threads is here - a new app where you can share updates and join convos ✨ Use your Instagram account to log in and get started 🎉 https://www.threads.net/ [image]
@bobbyallyn Bobby Allyn on x
this is a good time to remind everyone that Meta is the company that says it will systemically block news articles from all of its services in places where laws have been passed forcing them to pay publishers for content
@verge @verge on x
Is this a thread? [image]
@instagram @instagram on x
Rolling out now in 100+ countries. Learn more 👇 https://about.instagram.com/ ...
@max_oats @max_oats on x
look, whether you prefer bluesky, or mastodon, or cohost, or twitter, or threads, or tumblr, or schmeeple, or hive social, we can all at least agree that linkedin is shit
@pragdua Pragun on x
NO WAAYYYYY [image]
@rmac18 @rmac18 on x
Very funny that when we first reported on the rumblings of Meta's employees wanting to build a Twitter killer back in December, the company tried to downplay it as just rank-and-file chatter. https://www.nytimes.com/...
@danprimack Dan Primack on x
Two things can be true: 1/ Meta may topple Twitter. 2/ Meta for more than a decade has been little more than an imitation factory.
@yoda Drew Olanoff on x
Seeing former Twitter employees use Threads is chefs kiss.
@luxeprogressive @luxeprogressive on x
I mean he's kinda right though. Meta is much worse with your data than twitter ever has been. Meta is like Westworld https://twitter.com/...
@tomwarren Tom Warren on x
will Instagram's Threads kill off Twitter? The existing Instagram userbase is very different to Twitter. I'm more likely to follow friends and family on Instagram than I am brands and news outlets. Twitter was successful because journalists, celebrities, and brands flocked to it.…
@vladsavov @vladsavov on x
If the Instagram Threads app works exactly like Twitter did before - which isn't hard, Bluesky has already recreated it - and has robust verification so we know who's who... I'm jumping on that. Doesn't matter to me if I help Zuck or Jack or Musk. I want the lost utility back.
@teroterotero @teroterotero on x
Right now, Threads is the most exclusive social network in the world - just the most powerful brands and “creators” preening around like white peacocks in a secret garden. https://twitter.com/...
@divestech Dan Ives on x
We believe the launch of Meta Threads is a clear strategy by Zuckerberg to go after Twitter's market opportunity and gain market share in this social media landscape. Building the scale and scope of Threads will be an uphill battle we believe further leveraging its Instagram base
@mosseri Adam Mosseri on threads
We're committed to building support for ActivityPub, the protocol behind Mastodon, into this app. We weren't able to finish it for launch given a number of complications that...
@zuck @zuck on threads
It'll take some time, but 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. Hopefully we will.
@mosseri Adam Mosseri on threads
6K likes, 826 replies.
@zuck @zuck on threads
Let's do this. Welcome to Threads. 🔥
@yung_pueblo Diego Perez on threads
Threads is probably one of the best platforms for new and established writers! Excited to see how it impacts the publishing/self-publishing industry. Might even have the...
@japanoninsta @japanoninsta on threads
Not followers 10k FRIENDS 🥹
@carnage4life Dare Obasanjo on threads
For those wondering if Threads will have DMs. My expectation is the team will listen to your feedback and evolve its plans if any of the base assumptions turn out to be...
@0xjessel @0xjessel on threads
glad to say we won't be having any product leaks coming from at least one twitter reverse engineer ;) welcome @wongmjane to the team!
@carnage4life Dare Obasanjo on threads
0 likes, 0 replies.
@carnage4life Dare Obasanjo on threads
Someone should get Spez a Threads account so he can see what happens if he keeps fucking around and Google decides to build a Reddit clone.
@mosseri Adam Mosseri on threads
the priority is the mobile apps, but we are working on www
@itselavia Akshay Elavia on threads
Zuck you need to be actively shitposting on here to make that happen. LFG!
@zuck Mark Zuckerberg on threads
Not my style personally, but I'm sure there will be plenty of entertaining content here...
@zuck Mark Zuckerberg on threads
Good question. I'm currently planning to use my Instagram broadcast channel for daily product updates and Threads for discussion and sharing thoughts, but we'll see where...
@zuck Mark Zuckerberg on threads
Hope your shoulder is healing. Can't wait for your next fight!
@davecamarillo Dave Camarillo on threads
Excited about my buddy @zuck 's new venture. Threads...happy to be here.
@jeremysliew Jeremy Liew on threads
Since stepping back at Lighspeed I've found time to pick up new hobbies. What suggestions do you have for new skills to learn, games or sports to play etc?
@naomigleit Naomi Gleit on threads
Threading this Tweet 🤪
@mosseri Adam Mosseri on threads
My two cents, think more about what conversations you want to have, and do those in this app, whether or not they start with text or video...
@whatsapp @whatsapp on threads
zapzap
@mosseri Adam Mosseri on threads
To start, we're thinking we'll lean into being open and steering people towards using other messaging apps to share threads. I don't know if that'll last long term, but for now...
@mosseri Adam Mosseri on threads
We tried, the issue is you need to be able to tap on a thread to open the full thread, and you really don't want to have an element that you can both tap and double tap...
@taylorlorenz Taylor Lorenz on threads
Bosses joining Threads like:
@eorlins Eliza Orlins on threads
Ugh I'm ALWAYS a very early adopter and 2303439 feels way late 🥺🥺
@mosseri Adam Mosseri on threads
Credit where it's due, they pioneered the format and have done great work
@absolutelyashika @absolutelyashika on threads
Also, @mosseri where's the Twitter bashing at? A good fight would be just the exercise I need at the start of my day 🥊 🥊
@milliegooch Millie Gooch on threads
This app kinda feels like a party I was dreading and reluctantly attended but it ended up not being awful when I got there and I ultimately decided I had a half-decent time.
@zuck Mark Zuckerberg on threads
The team did a great job with Threads v1. A long journey ahead but a really talented group built a strong foundation.
@tobi Tobi Lutke on threads
There are so many great little design touches in threads. Really great.
@h1brd @h1brd on threads
You can start with @rourkery and @briansw but theres more folks ❤️
@taylorlorenz Taylor Lorenz on threads
It's so over, we're so back
@alokvmenon Alok on threads
overnight the world discovers the ancient desi practice of threading. the browse will never be the same.
@davidmarcus David Marcus on threads
Congrats @mosseri & team!
@gerekmeinhardt Gerek Meinhardt on threads
Congrats on the launch @zuck! Needed this space.
@mikedavismma @mikedavismma on threads
Anyone think this can become bigger than twitter!?
@aoc Alexandria Ocasio-Cortez on threads
Alright, let's do this thing! May this platform have good vibes, strong community, excellent humor, and less harassment 🪄
@zuck Mark Zuckerberg on threads
We are definitely focusing on kindness and making this a friendly place.
@mosseri Adam Mosseri on threads
For those of you trying to think about what to post here on Threads versus on Instagram, my take is it's less about text versus photos and videos and more about what public...
@crumbler @crumbler on threads
Seeing a lot of new people joining Threads right now. I hope you'll maintain the culture some of us old timers have been cultivating since this morning when I got in
@lenperalta @lenperalta on threads
This seems like fun so far. I think it's the dopamine rushes from seeing people follow you. Unlike Bluesky, it feels more open. Unlike Mastadon, it feels more user-friendly. And unlike Twitter, so far, this feels less toxic.
@sam_faid @sam_faid on threads
At this rate Twitter will be reduced to just a bunch of...threads
@nickbilton @nickbilton on threads
The larger question (for me) isn't if Threads will “work,” but if the world wants another social media platform. Anecdotally, a lot of people I know have deleted Twitter and Instagram and FB from their phones because they're just burned out on social. I think ultimately, the DN…
@crumbler @crumbler on threads
Twitter = tweets Mastodon = toots Bluesky = skeets Threads = threats
@alexia @alexia on threads
So is each post a ‘Stitch’?
@netflix @netflix on threads
Waiting for my friends to join me [image]
r/news r on reddit
Meta launches Instagram Threads in a direct challenge to Twitter

Chronicles