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What is Threads: Everything You Need to Know About Social Media Platform by Meta

Piotr WojciechowskiProduct Designer•

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Social media has become an integral part of our lives, shaping how we communicate, share, and engage with the world around us.

A few months back, a fresh contender called Threads made its debut in this space. Developed by Meta Platforms, it promised to revolutionize the way we perceive and interact on social media. Moreover, it opened the door to discussing a prevalent tech strategy, "decentralization," that could significantly impact businesses worldwide. 

Moreover, last week, as of December 14, 2023, Threads became available to users from EU countries. The delay was caused by Europe's Digital Markets Act, a comprehensive legislation designed to regulate Big Tech. 

The issue got partially resolved when Threads made changes in mid-November, allowing users to delete their Threads account without deleting their Instagram account. Although the services are still linked, requiring an Instagram account to post on Threads, the direct connection has loosened since its launch.

In this comprehensive guide, you'll get info on everything to know about:

  • The distinguishing features of Threads and why it's an exciting addition to the social media landscape.
  • A comparative analysis of Threads and X, shedding light on how these platforms differ.
  • The implications of the growing trend of decentralization within the social media realm.
  • The role and importance of the ActivityPub protocol in powering decentralized platforms like Threads.
  • A balanced view of Threads, addressing potential criticisms and controversies surrounding this platform.
  • The broader implications of decentralized web standards for businesses and how they can adapt to this paradigm shift.

Stay tuned as we delve into these topics to help you navigate the evolving landscape of social media, leverage these advancements, and potentially transform your business success.

What is Threads App?

Unveiled by Meta Platforms on July 5, 2023, Threads is a social media platform and has made an impressive splash in the industry in less than a week (Euronews, July 2023).

The platform, which was designed to facilitate text-sharing, was quick to captivate the market. 

Here is a bunch of facts according to various sources:

  • Within a mere two weeks of its launch, Threads had already garnered an astounding 150 million users. A rapidly expanding platform indicates a significant appetite for its offerings, reflecting how people want to look for alternative platforms.
  • Today (as of December 2023), Threads boasts approximately 141 million active users, underscoring its continued resonance with its user base. This quick adoption has positioned Threads as a formidable player in the social media sphere.
  • Despite experiencing a 50% drop in engagement metrics within its first week, the platform has managed to maintain a robust user base, indicating the potential for ongoing growth and development.
  • Threads' global footprint is also worth noting. The top three countries contributing to Threads' downloads include India, Brazil, and the United States. This international presence demonstrates Threads' global appeal and the universal desire for more intimate and focused online communication.
  • Threads' impressive trajectory has not gone unnoticed within the tech industry. The platform quickly ascended to the #1 spot on Apple’s App Store, solidifying its popularity among users. In addition, it became a top trending topic on X, pointing to its relevance within the broader conversation about social media's future.

Such a dramatic and quick embrace of Threads by users worldwide raises the question: What sets this platform apart from its competitors?

The answer lies in Threads' unique approach to social media interaction, specifically its move towards decentralization. The introduction of this concept marks a radical departure from traditional social media paradigms, opening up a wealth of possibilities for online communication.

Threads and X: Is Threads Really a "Twitter Killer"?

Interestingly, Threads was conceptualized as an alternative to X (previously known as Twitter), which Elon Musk has owned since October 2022.

But why is it even considered "a competition"?

It doesn't come as a surprise since Elon Musk and Mark Zuckerberg are known to have an ongoing rivalry.

There are many narratives about it in public conversations. Some say Threads is already a worthy X competitor. Some claim that Meta's new app cannot threaten X.

Threads is a text-based social media space similar to X. It'd need some leverage over one of the most popular apps ever.

Well, here's everything to know about the latest social media success.

Why may Threads have the upper hand over the Musk-owned platform?

Threads entered the social media scene when X faced criticism for various issues like privacy concerns and information overload.

Privacy and ads concerns

Some X users had become increasingly worried about how their personal data was being collected, stored, and used by the platform. During the first years after Musk's acquisition of Twitter, the company went under significant changes, including changes to the team. This caused concerns about X's ability to safeguard their personal information from potential data breaches, which have become alarmingly frequent in the digital age.

Information overload

X’s algorithmic approach to content delivery was another focal point of criticism. Users complained of a relentless flood of tweets, often leading to information overload. This influx of content, while designed to keep users engaged, often diluted the value of the platform. Users needed help finding relevant, meaningful content amidst the constant barrage of tweets. Not to say that Musk allowed posts to reach 500 characters in length at some point. 

Unclear ban policy

When content was considered against X's policy, the data admins could simply delete a controversial post or even ban their author from X altogether. It's not clear anymore as such people return to the platform without apparent penalty.

In this context, Threads platform launched, promising to offer a fresh, user-centric approach to social media interactions in soon-to-be 100 countries.

Threads is a new app, but it already aims to address these challenges by adopting a decentralized framework that offers more control and privacy to Threads users. The platform promised to counter information overload with its text-sharing focus. Therefore, their features allow users to have more curated and meaningful exchanges.

But can it compete with X, which managed to get 1 billion unique logins at some point? Well, especially considering that in 2023, there are almost 2 billion global active Instagram users.

However, it's not so much about numbers as it is about a decentralization revolution in general.

A New Breed of Social Media: Decentralized Platforms

One aspect that significantly differentiates Threads from traditional social media like X or Facebook is its adherence to open standards versus the closed/owned standards of the latter.

Essentially, Threads aims to operate as a decentralized social networking protocol, a concept starkly different from Facebook or X's centrally managed ecosystems. Last week the company started to test its interoperability with decentralized protocols - which will make the content available to users from other social media networks, like Mastodon. 

Further, connecting Threads account with the Instagram account is possible. It underscores its potential as an integrated, versatile social media space that transcends traditional boundaries.

So, even though Meta is their parent company, Threads offers an entirely new approach to consuming text-based social media.

ActivityPub: fueling decentralization

ActivityPub is the protocol that will power this decentralization in Threads.

In essence, it allows servers to communicate with each other in a decentralized manner, with each identity operating on a separate server. This sharply contrasts centralized systems, where a single server hosts all identities and controls communication.

ActivityPub, the driving force behind Threads' decentralization, reshapes the concept of social media communication by breaking down traditional, centralized structures.

Empowering individual servers to interact ensures a more democratic, user-controlled social media environment. This transformative protocol underscores Threads' innovative approach to social media, marking a radical shift from the centralization that has dominated the industry for years.

What is Fediverse?

The concept of the Fediverse lies at the heart of this decentralization.

It's a system that uses ActivityPub as its communication protocol, enabling different social media spaces to connect and interact. This is seen in platforms such as Mastodon (alternative to X/Threads), PeerTube (alternative to YouTube), and Learn Awesome (alternative to GoodReads).

The future of industry standards

With its decentralized approach, ActivityPub shows potential to set new industry standards reminiscent of the "revolutions" we've seen in the history of the Internet, such as Jabber’s protocol (XMPP).

And what are the plans for the app at the moment? Well, first, not everyone can log in to Threads as of now. The new platform is not yet available everywhere in the world. 

Is Threads by Meta Really so Perfect?

Despite its innovative approach, Threads has faced its share of criticism, primarily around its privacy policy (Washington Post, July 2023).

Critics argue that the app does not have the rough edges or news updates typically associated with X, raising concerns about its ability to facilitate meaningful conversations.

All of this can be summed up by the simple "time will tell". 

New threads users are still learning to use this text-based conversation app. As time passes, Meta CEO Mark Zuckerberg will undoubtedly ensure that feedback is considered. In the end, all features available on Threads have the potential to captivate people just like Instagram once did.

Today, many communities come together to discuss their favorite topics on decentralized platforms. Facebook and Instagram creators and others who love the same things will probably use it more and more as a more secure alternative.

Even more alarming is that many brands can use it to their advantage, turning what they know about Threads into a significant income source. Just as Instagram stories once served as a revolution to that, so may Threads. 

This may offer as many opportunities as risks. In the end, let's remember that once we knew X as the go-to app to discuss everything from the topics we care about. Today, it's more apparent than ever that you'd rather share your ideas on clear privacy terms and see what'll be trending tomorrow in a place that isn't overcrowded with information.

But still - time will tell better than anything an expert or Meta said on the topics.

Advantages of Decentralized Web Standards

Nevertheless, the decentralization embraced by Threads presents numerous benefits. This move possibly reflects a strategic decision by Threads to distance itself from the centralized models of its competitors.

1. Avoiding content recommendations

Decentralized platforms empower users by allowing them to avoid content recommendations, enabling them to read only what they truly want.

2. Controlling server access

Additionally, users can decide where their data is stored, further enhancing their control over their personal information.

3. Access to subject groups

Decentralization also opens up easy access to thematic groups based on users' interests, offering a more personalized social media experience.

Decentralized vs. Distributed Systems

As digital landscapes evolve, so does the terminology we use to describe them. Two terms that have gained significant attention recently are "decentralized" and "distributed" systems.

Though often used interchangeably, they describe distinctly different concepts with unique benefits and implications, particularly in a business context.

Decentralized systems: interoperability in focus

In a decentralized system, no central authority or server governs the network. Instead, multiple independent entities or nodes make up the system, each having equal control and authority.

The primary advantage of such a system is interoperability—the ability of these independent entities to interact and exchange information seamlessly.

In the context of social media platforms like Threads, a decentralized system means that each user operates on a separate server or node. These nodes can communicate directly with each other, bypassing the need for a central authority. This approach promotes user control and privacy, as each user can manage their data and interactions.

Distributed systems: powering high availability and more

On the other hand, distributed systems function through a network of interconnected nodes that work together to act as a single system.

While there is no central server, there is a level of coordination and data distribution across the network, which enhances performance and reliability.

One of the main advantages of distributed systems is high availability. Since the system operates across multiple nodes, it can continue functioning even if one node fails. This redundancy makes distributed systems highly fault-tolerant and reliable.

Distributed systems also offer better load distribution. Because the system's load is shared among many nodes, it can handle larger volumes of data and requests, enhancing its scalability. In terms of security, the absence of a single point of failure reduces vulnerability to attacks, contributing to a more secure system overall.

Interested to learn how it works in practice? Once, we helped Bitt to develop a comprehensive payment system with the distributed model in mind. Check it out!

While both decentralized and distributed systems represent a move away from traditional, centralized models, they each provide unique benefits.

  • Decentralized systems enhance user control and interoperability, making them ideal for platforms prioritizing user privacy and independence. 
  • In contrast, distributed systems offer improved performance and reliability suited to businesses requiring high availability, scalability, and fault tolerance. We mention all the practical benefits of it in the aforementioned cooperation with Bitt in the article about identity and payments in modern times.

Is This Trend Likely to Impact Your Business?

As the trend of decentralization and distributed systems gain traction in the social media realm, one question may loom large in your mind: how does this affect your business? 

It's crucial to understand that as decentralization and distribution become the new normal, they will inevitably redefine how businesses operate online. This evolution could manifest in various ways, from altering how businesses communicate with customers and handle data to reshaping marketing strategies or even creating new business opportunities.

A decentralized framework can offer enhanced user control and privacy, improving customer trust and loyalty. Distributed systems, with their high availability and scalability, can facilitate better performance and reliability, making your business more robust and adaptable.

However, navigating these changes can only be challenging with a clear understanding of these systems and their implications. That's where we step in.

Embracing Change With Expert Guidance

We offer you our expertise and guidance to explore these new terrains. Our team can help you understand how these systems could be integrated into your business operations and how they can enhance your product offerings. Whether it's about refining your marketing strategies to resonate with the ethos of a decentralized audience or adopting distributed systems for operational efficiency, we're here to guide you.

Moreover, iRonin.IT is also on Threads! Follow us to gain insights into best practices for software development for products and businesses online, along with practical tips that you can apply to your product and development processes.

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