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How does threads work and what you should know

Published on 22.04.2024 by Tracey Chizoba Fletcher

Instagram Threads has become the latest sensation on the social media scene. This new text-based app has drawn over 100 million users within its first week, creating quite the stir.

But what is Threads, how does Threads work, how is Threads different and is it designed to take over from platforms like Instagram or Twitter?

In this blog post, we'll explore everything there is to know about Instagram Threads. Whether you already have a social media plan or are just curious, now's the perfect time to dive into this new app and start "threading."

We're learning about Threads along with you.



What is a Threads application powered by Meta?

Threads is a social network run by Meta, specifically under the Instagram brand, and it's been drawing comparisons to the old days of Twitter (now rebranded as X). When you join Threads, your feed will include both the accounts you follow and recommended content from other creators that the Threads algorithm thinks you'll enjoy. With each thread allowing up to 500 characters and the option to add photos, videos, and links, Threads provides a versatile platform for sharing with your network and beyond.

If "Threads" sounds familiar, it should. Instagram launched a similarly named product in 2019—a "camera-first messaging app designed to keep you connected with close friends." However, the 2023 version of Threads has replaced that earlier concept entirely.


How does Threads work?

Threads, at its core, allows you to share text-based content with a limit of 500 characters. You can also create interconnected threads and add media elements like links, photos, and videos. All this content shows up in a single general Feed, although Meta is currently introducing separate "For You" and "Following" feeds.

Instagram users, as well as profile visitors, can reach your Threads account by clicking the Threads icon on your Instagram profile. To return to Instagram from Threads, just click the Instagram icon. The app also makes it easy to cross-post your Threads content to Instagram, either as in-feed posts or Stories. However, the platform doesn't yet support desktop access or content scheduling, but these features might be coming soon. We'll keep you updated as new functionalities roll out.


Join Threads now

The process is straightforward. Threads is closely linked to Instagram, so you'll need an Instagram account to get started. First, download the Threads app from the App Store or Google Play Store. Once installed, open the app and choose to log in with your Instagram account. Follow the prompts to set up your Threads profile, which may include importing your Instagram bio and following your existing Instagram connections. Now that you've joined, start posting and interacting. 


Inspiration and identity of Threads app

Threads hasn't quite found its identity like its sibling app Instagram or its counterpart Twitter/X. However, you can approach content creation on Threads by considering how people engage on each of those platforms:

Instagram users typically focus on visuals, and the overall vibe tends to be laid-back. If you're creating content for Threads, consider using images and avoid edgy or sarcastic commentary—save that for more text-based platforms.

Twitter/X, on the other hand, is all about rapid-fire content and inside jokes that aren't always explained. To repurpose Twitter/X content for Threads, select posts that avoid jargon or trends that might confuse new audiences.

Strike a balance between these two approaches to find your own style on Threads. Keep in mind that your Threads followers may come from Instagram and Twitter/X, so aim for content that appeals to both groups.


Who created Threads?

Threads was developed by Meta Platforms, the parent company of Facebook, Instagram, and WhatsApp. Meta owns Instagram, which is directly responsible for creating Threads. The concept of Threads first gained public attention in March 2023 when Meta's plans for a new text-based social media app emerged. With over 100 million users within a week of its launch in July 2023, Threads quickly gained popularity for its text-based format and integration with Instagram.


Who owns Threads?

Threads is owned by Meta Platforms, the tech conglomerate that also owns Facebook, Instagram, and WhatsApp. Meta oversees the development and operation of Threads, with Instagram playing a central role in the app's creation and management. Threads is designed to integrate closely with Instagram while providing a text-based social media experience.