Unless you're living under a rock, you've heard that Meta just released its Twitter knock-off called Threads.
We're witnessing a fascinating marketing case study in real-time.
Here's why this time, we've finally found our Twitter killer.
Why Threads Will Succeed Where Others Have Failed
The big challenge with any new social media platform is getting a critical mass of users on board and habitually using the product.
Over the past decade, we've seen many apps try, and fail, to become a habit for a large enough user base.
Sometimes this feels like it's happening, but then a few months go by and the platform dies on its rear end (just ask Clubhouse or Be Real).
It can even be wildly popular and get shut down, like Vine, only to get replaced by a clone that takes over the world (TikTok).
The point is - it's hard out here for new social media platforms.
But it won't be for Threads.
Let me explain:
- Threads doesn't have scalability issues like Bluesky because it doesn't have a funding issue.
- Threads doesn't have a user problem because it has billions of IG and Facebook users already in its ecosystem. Even if they don't join right away, you have a database of billions to harass until they try it.
- And Threads doesn't have a usability problem because it doesn't have any moral qualms about rolling out a product that's not that innovative. It doesn't have to compete on new, interesting features because it can directly take on Twitter with scale.
And, unsurprisingly, there are some psychology and behavioral science reasons why Threads will become a massive player in the social media space.
6 Reasons Threads Will Win (and the psychology behind why)
1. The same, but different
We don't actually want radically new - we want the same thing but slightly tweaked.
It's why when Steve Jobs introduced the iPhone he didn't just unveil it and say, "ta da!" He first introduced it as an iPod + a mobile phone + an internet browser.
This is down to a principle called Familiarity Bias. It says when we're familiar with something we understand it, we like it, and it's easier to adopt.
Threads isn't a radically new product - it's just Twitter with a new skin.
2. Meta is a known quantity
Some people will never join Threads because it's a Meta product - but realistically those folks are in the minority of potential users.
But we know Meta. We know Zuckerberg. He's not out there tweeting crazy conspiracy theories and fringe beliefs.
I signed up with my same Choice Hacking IG user name and within minutes had 500+ followers.
The brilliant thing about connecting Instagram accounts directly to Threads is that you don't start with zero followers - if you have IG followers you will get some percentage of those folks finding you on Threads.
That quick hit of dopamine is incredibly powerful. Users, especially those that have a large IG following, are incentivized to use Threads because they already have an in-built audience.
Like many people, I started looking for a Twitter alternative a while ago and Mastodon was the platform recommended by many folks.
6. You'll hear about Threads and remember to revisit, creating a habit
One of the biggest reasons new products fail is people just FORGET to use them. They never become a habit.
The Bottom Line
While it might seem counterintuitive, an innovative alternative to Twitter isn't what will finally kill the bird app.
And once using Threads becomes a habit and the default microblogging destination, Twitter's unpredictable, bot-infested, threadboi-dominated, "free speech" goose will be well and truly cooked.