Just when TikTok is starting to make sense, there’s a new social media app to figure out. We’re talking, of course, about Threads, the text-based social networking app unveiled by Meta last week. In its first five days, the platform has racked up 100 million users. But just what is the fastest-growing app in internet history? Here’s everything we know so far.

What is Threads?

In simple terms, Threads is Meta’s version of Twitter. The free app is a text-based conversation platform where users can post and share short snippets of content, follow other accounts, and engage in real-time conversations across the ‘net. Threads is closely linked with Instagram (you’ll need an account to sign up) and combines its vibrant visual charm with the fast-paced flow of your Twitter feed.

“The vision for Threads is to create an open and friendly public space for conversation,” Meta CEO Mark Zuckerberg said in a verified Threads post after its launch. “We hope to take what Instagram does best and create a new experience around text, ideas, and discussing what’s on your mind.”

So how can you access Threads and, more importantly, what does it do?

How Does Threads Work?

Threads is a standalone platform that integrates with Instagram. Users with an Instagram account can login to the Threads app with their username and password. This links the two accounts, transferring your account settings, personal info, and core accessibility features over to Threads. From here, you can choose to follow the same accounts you do on Instagram (or follow just a few) and customize your Threads profile.

Like other social networks, Threads has a familiar feed of scrollable posts and trending online content. The app uses the same algorithm as Instagram to create your home feed, which is populated with activity from accounts you follow and recommended content from new creators. Users have a 500-character limit (that’s nearly double Twitter’s 280) and can create and share posts with text, images, and videos up to five minutes long. Users can also like, repost, or reply to other Threads and can share posts directly to Instagram Stories.

Yet Threads is notably simpler than its rival counterparts, at least for now. Early users have already noted some key missing features, including a search function, private messaging, hashtags, and editable posts. There’s not (yet) an option for a chronological feed or a feed that only shows activity from your followers. The company has assured users that more advanced features and feed options will be added as the app grows.

Should Businesses Join Threads?

People are calling Threads a “potential Twitter killer,” but should your business jump ship and claim your spot in the new social community?

There’s no guarantee Threads will hold up to the hype and become a major player in the social media world. And as of now, the app doesn’t offer advertising or boosted post capabilities. Plus, Twitter has already threatened to sue Meta over the new addition, claiming the company poached previous Twitter employees to learn trade secrets and violated its intellectual property rights.

But businesses with an active Instagram following may find the easy transition enticing, especially as Twitter continues to face backlash for limiting daily content. And brands who join Threads early can benefit from the app’s current organic reach to build brand awareness and connect with consumers on a personal level. Many of our brands here at Front Porch Network are claiming their channels and we’re watching things closely before moving time and resources to the new social platform. We’re believers that not every platform is good for every business. If a business currently has a strong Twitter presence, time will tell if Threads proves to be a good option for it.

Whether you want to dive in or just wait it out, Threads should stay on your radar. At Front Porch Network, we leverage these mediums to grow your connections and help your business be part of the conversation. If you need help with Threads or any other digital marketing, contact our team to schedule a consultation.