Zuckerberg's 'Twitter Rival', Threads, Surpasses 100 Million Users in Just Five Days

Threads, the short text-based social networking service (SNS) released by Meta on the 5th (local time), was reported to have gathered 100 million users already by the 9th. It achieved this feat in just five days, a record that took short video (short-form) SNS TikTok 9 months, and Instagram 2 and a half years. As Threads is linked with Instagram, which has over 2 billion monthly users, there were expectations in the industry that it would achieve decent user acquisition. Despite this, the increase in Threads subscribers is drawing many surprising responses. Given that the presence of Twitter, which is similar to Threads, has been overshadowed by Instagram and TikTok for some time, its popularity is subject to much research.

Logos of Meta's new social networking service 'Threads' and Twitter. Reuters=Yonhap 

Ironically, it is largely Twitter that has led to Threads outperforming expectations. After Elon Musk, CEO of Tesla, took over Twitter in November last year, Twitter has been implementing unexpected levels of policy changes, such as unblocking the accounts of far-right users, monetizing blue checkmarks (marks authenticating real accounts), and recently announcing tiered access to daily viewable posts depending on the monthly payment. As a result, long-time Twitter users were turning their backs on Twitter, providing an opportunity that Meta seized.

The conflict between Zuckerberg and Musk that emerged just before the launch of Threads also helped its success. As news spread that Meta was preparing to launch Threads, the two got into an online argument that escalated to the prediction of a 'prison fight'. Hence, Musk is being labeled as the best promoter for Threads.

Of course, the reflected benefits from Twitter are not the whole story. After Twitter began its decline, several SNS platforms appeared claiming to be 'Twitter rivals', such as BlueSky and Mastodon, but only Threads made a big impact, because it started differently. Prior to its launch, Threads accepted pre-downloads of the application (app) via Instagram and allowed immediate sign-up with an Instagram account. Threads also allowed users to bring in their Instagram friends list as is, which is believed to have positively affected the increase in subscribers.

Some suggest that the nostalgia for an SNS that shares honest opinions and ideas has triggered the explosive increase in Threads subscribers. Discontent and resentment towards existing SNS filled with staged photos and addictive short videos revived the popularity of a text-based SNS focusing more on 'communication between people'. Currently, Threads only offers limited features such as writing, replying, and sharing, and it lacks features like post search or direct messaging between users that other SNS have. It also doesn't run ads. This simplicity is also considered one of the charms of Threads.

Forecasts suggest that the increase in Threads subscribers will continue. The economic journal Forbes said, "What's amazing is that Threads reached 70 million users in just two days after its release, even though it cannot be used in Europe," and predicted that "it will grow further as it becomes fully active on Android and expands its service areas to the European Union (EU)."