Twitter rival Threads, recently introduced by tech giant Meta, is proof that Instagram will be the group's most important platform in the future. This is reported by “The Herald”, citing experts. The presentation of threads is also seen as a declaration of war by Meta CEO Mark Zuckerberg to Twitter owner Elon Musk.

Instagram: Gateway to Threads

“Threads is the place to come together and discuss everything from the topics you care about to what’s trending tomorrow,” the new app’s description reads. According to The Herald, a central aspect of Threads is its connection to Instagram. Meta leaned heavily on Instagram and used it as a door opener for its latest app. This is a clear indication that Meta sees the photo and video sharing platform Instagram as groundbreaking for its future and not its former namesake Facebook.

Pinar Yildirim of the Wharton School at the University of Pennsylvania recognizes that Facebook is increasingly falling out of fashion: “It's not necessarily adopted by the younger population. It's not as cool and hip to be on Facebook anymore.” Although the platform has billions of users worldwide, they are less active than they were a few years ago.

Active user base required

Therefore, for an application like Threads that relies on a consistently active user base, it seems more sensible to link to Instagram than Facebook. “Yahoo Finance” also expects a greater response to threads among Instagram users.

Dan Wang of Columbia Business School agrees and believes Instagram users are more familiar with Threads' features than Facebook users. Signing up for Threads is quick and easy for Instagram users and everyone they follow there. can be easily imported into threads. Yildirim sees this as a forward-looking strategy: “It’s clever in that you can easily integrate this very committed, active group of users who like the brand in order to steer them into another industry. At the same time, you use the existing network, the topography, the information, the data you have about people and what they like and consume.”

Young people want Instagram

According to “The Herald”, Instagram had around 2.9 billion active users at the end of the first quarter of 2023, covering around two thirds of meta users. US teenagers in particular are turning away from Facebook: According to a 2022 Pew Research survey of 1,316 13 to 17 year olds, only 32 percent were on Facebook, compared to 71 percent in 2015. Instagram, on the other hand, came last year to 62 percent.

So that Meta advertisers can also specifically reach the young target group as potential customers, linking Instagram and Thread is a logical step. Parents in the USA, on the other hand, are calling for stricter laws against Meta because they consider its use to be dangerous for those under 18 years of age.

Source:

Press release
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