Meta, the social media titan known for piloting globally recognised platforms such as Facebook, Instagram, and WhatsApp, has recently thrown another intriguing offering into the digital arena. This new app called Threads carries some uncanny resemblances to Twitter, stirring up a considerable buzz in the digital universe, and we’re here to spill the beans on why it might ruffle some feathers in Twitter’s nest.

The fierce rivalry between tech magnates Elon Musk and Mark Zuckerberg has found another battleground. This time around, it seems that Zuckerberg, the honcho at Meta, is ready to flex his company’s technological prowess with the launch of Threads, potentially posing a challenge to Twitter’s reign.

Twitter has grown into a multifaceted platform nearly two decades since its inception. To some, it’s a breeding ground for memes, a digital stage for political discourse, and a hub swirling with controversies. To others, it is an immensely valuable tool for business promotion, offering a fertile landscape to cultivate engaged communities.

Although a myriad of ‘Twitter look-alikes’ have stepped into the ring, only to be knocked out when attempting to dethrone the original, Meta’s Threads, the latest entrant in the digital arena, might just possess the requisite grit to pose a substantial challenge to Twitter’s supremacy. So, what’s the deal with Threads?

What Is Meta’s Threads?


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A post shared by Mark Zuckerberg (@zuck)

This fresh app, brought to life by Meta’s Instagram team, offers users a platform to compose and share snappy text messages (up to 500 characters in length), along with images and videos lasting up to five minutes. Drawing parallels with Twitter, Threads comes equipped with functionalities enabling interactions via comments, likes, and reposts.

Yet, a distinguishing trait sets Threads apart – the app is intrinsically linked with users’ Instagram accounts, facilitating an effortless conduit to an individual’s Instagram followers. This creates a symbiotic relationship between the two platforms, where your Threads feed brims with Twitter-like posts from your Instagram followers, and your hard-earned Instagram blue ticks are visible on display.

How to Use Threads?

It’s a free download from the Apple App Store and Google Play Store. Upon installation, users can use their Instagram credentials to sign in. Once within the app, you can personalise your Threads profile or import your existing Instagram one.

After setting up the profile, you can choose to follow the same accounts you follow on Instagram or manually search for friends on the app; this will help you get started and build your Threads community from the get-go. You can now start scrolling through your feed and getting into the Threads rabbit hole.

Why Twitter Could Be Hanging on a Thread and What It Means for Businesses

While Threads is still a fledgling platform, it’s already being touted as a direct competitor of Twitter, with some tech pundits even labelling it a potential ‘Twitter slayer.’ But why has Threads caused such a stir, especially considering many other apps, such as Spill, BlueSky, or Mastodon, have tried and failed to question Twitter’s dominance? More pertinently, what are the ramifications for advertisers and businesses?

Here’s a deep-dive into why Threads could be the Twitter alternative we’ve all been keeping an eye out for and why businesses should pay attention to it:

1. Instagram’s Massive Existing User Base

With a colossal active user base exceeding two billion, Instagram is no less than a sleeping giant ready to be awakened. Twitter, by comparison, houses a considerably smaller community—approximately 300 million active users.

Zuckerberg's Thread

According to Mark Zuckerberg, Threads has kicked off with an impressive start, roping in a whopping 10 million sign-ups within the initial seven hours of its launch. This number is set to surge in the foreseeable future as an increasing number of Instagram users get acquainted with Threads. This presents a fertile field for businesses to sow the seeds of their digital presence and reap the benefits.

2. Twitter Users Feeling the Heat

Ever since Elon Musk claimed ownership of Twitter, he’s instigated a series of unpopular reforms, from substantial employee layoffs to introducing a monthly subscription for instant blue checkmarks. These changes have triggered waves of discontent and frustration among many Twitter users.

Musk’s recent drastic move, a restriction on the number of tweets that can be viewed, has dealt a blow to advertisers’ reach. This could be the last straw for many of Twitter’s users, and with the advent of Threads, these disgruntled users have a new platform to express themselves. This gives businesses an ideal opportunity to tap into this new user base and extend their outreach.

3. A Cosy, Familiar User Interface

Threads isn’t a labyrinth that one needs a map to navigate. The user interface of Threads is akin to your comfy old couch – it’s familiar and welcoming. Registering is as simple as signing in with your Instagram account, and all your posts on Threads can effortlessly be shared across both networks. All the conventional features, such as likes, comments, and reposts, are present too. This smooth user experience minimises disruption for businesses transitioning their content to this fresh platform.

4. The Promise of a Fediverse Future

Looking ahead, Meta plans to bring Threads under the umbrella of the fediverse – an interlinked network of diverse, independently hosted servers that can communicate with each other. This would allow Threads users to interact with individuals from other fediverse platforms as if they were part of the same social network.

Consequently, your Threads posts could be shared with other platforms, and you could follow and be followed by users on those networks. This scenario could significantly widen the scope for businesses, enabling them to connect with users from other platforms and expand their audience base.

5. The Robust Backing of Meta and a Superior Monetisation Edge

As the powerhouse driving some of the biggest social media platforms, including Facebook and Instagram, Meta is well-equipped to support Threads’ journey to success. Compared to Twitter, Meta has a more successful track record in keeping advertisers pleased and monetising its platforms.

Facebook and Instagram are two of the most cherished platforms for advertisers, and given Meta’s expertise, it’s highly likely that Threads will be made just as enticing for advertisers. This could enable businesses to monetise their content on Threads more effectively than on Twitter.

Reaping the Rewards: Unleashing the Potential of Threads for Business Growth

The advent of Threads appears as a fresh wave of opportunity for businesses aiming to bolster their digital footprint. The strengths of this novel platform are multi-dimensional, extending beyond its connection to Instagram’s mammoth user base and the rapidly sprouting Threads community. Here’s a breakdown of how businesses can utilise Threads to unlock new horizons of growth:

1. Harnessing the Instagram-Threads Symbiosis

As Threads is inherently linked with Instagram, it allows businesses to communicate their message to a well-established audience without having to build it from scratch. Simultaneously, the platform facilitates a seamless channel to gain new followers from the Threads community, thereby expanding the brand’s reach. Businesses can effectively capitalise on this cross-pollination of followers to augment their digital presence and increase brand visibility.

2. Amplified Interaction and Engagement

Threads provide a compelling environment to bolster content interaction. Its interface encourages user engagement through comments, likes, and reposts. As a result, businesses can generate more dialogue around their content, facilitating enhanced brand engagement and boosting the potential for viral marketing.

3. Adapting to Evolving User Preferences

The unrest among Twitter users due to recent structural changes might stimulate a mass migration towards Threads. As a forward-thinking business, adapting to these shifting sands and aligning with emerging user preferences is paramount. By establishing a robust presence on Threads, businesses can tap into this expanding user base, fostering a new avenue for customer acquisition and retention.

4. Leveraging Meta’s Monetisation Capabilities

Meta’s track record in monetising its platforms is exceptional, to say the least. By leveraging Meta’s robust advertising tools and analytics, businesses can create highly targeted ad campaigns, track performance, and optimise their strategies in real-time. This could potentially translate into higher ROI on advertising spend compared to other platforms.

5. Embracing the Fediverse Potential

With Threads likely to join the fediverse in the future, businesses can reach beyond the platform’s native user base and connect with audiences on other federated platforms. This extended network will provide brands with an unprecedented reach, facilitating a broader brand recognition and potential customer base.

In essence, Threads promises a lucrative landscape for businesses to plant their digital seeds and offers a nurturing environment for them to bloom. By embracing this novel platform, businesses can stay ahead of the curve, tapping into new markets and adapting to the evolving social media landscape.

Xanda Can Help Grow Your Business on Threads

Threads is an intriguing newcomer in the world of social networks and could prove to be an excellent option for businesses. The digital marketing team at Xanda is primed to help you harness the full potential of Threads. Our team of experts can assist in devising a comprehensive strategy tailored to transitioning your content to this new platform and cultivating an audience. Contact us to discover more about how we can help you make the most out of Threads.


1. What is Meta’s Threads?

Threads is a new application developed by Meta, the same company that owns renowned platforms like Facebook, Instagram, and WhatsApp. Designed by Meta’s Instagram team, Threads allows users to create and share text-based posts (limited to 500 characters), along with pictures and videos up to five minutes long. Much like Twitter, Threads supports user engagement through comments, likes, and reposts. A unique aspect of Threads is its direct link to users’ Instagram accounts, facilitating seamless interaction with their Instagram followers.

2. How do I get started with using Threads?

Threads is available as a free download from both the Apple App Store and the Google Play Store. Once installed, you can sign into the app using your Instagram login credentials. You’ll then have the option to either customise your Threads profile or import your existing Instagram profile. From here, you can start following accounts, view posts, engage with content, and start crafting your own posts.

3. How is Threads a potential rival to Twitter?

Threads shares several similarities with Twitter in terms of allowing users to compose short messages and interact with posts. However, its direct integration with Instagram, a platform with over two billion active users, provides Threads with a significant advantage in terms of potential user base. Furthermore, the familiar interface and the support of Meta, a giant in the social media industry, also position Threads as a strong competitor to Twitter.