This article is pure nonprofit need-to-know about Meta’s newest product, Threads. Blood, threads, and tears; let’s get into it.

Dropped on July 6, 2023, Threads has seen over 100 million sign-ups in the first week, becoming the fastest-adopted platform. X (Twitter) usage is dropping.

Zuck’s response?

Threads reached 100 million sign ups over the weekend. that’s mostly organic demand and we haven’t even turned on many promotions yet. Can’t believe it’s only been 5 days!

Let’s bring that ridiculous 100M number into perspective with some stats. Here’s how long it took other platforms to hit 100 million:

• ChatGPT: Two months.
• TikTok: Nine months.
• Instagram: Two and a half years.
• X (Twitter): Five years.

X (Twitter) currently has 353.9 Million users.

What is Threads?

Commonly referred to as the Twitter-Killer, Threads is a social platform from Meta that’s connected to Instagram. It’s a text-based platform aimed at sharing real-time updates, a place for people to engage in discussion. According to Zuck, their vision “is to create an open and friendly public space for conversation.”

How is Threads different from X (Twitter)?

Ultimately, Threads isn’t that different from X (Twitter). The biggest differences are that Threads is a Meta product that aims to give users a different space from X (Twitter). Compared to X (Twitter), it is exclusively a mobile experience, but you can see profiles on a desktop by searching threads.net/@username.

How do you sign up?

1. Download the app from the App Store or the Google Play Store. You will then be prompted to log in with your Instagram (if you don’t have IG, you can’t play, sorry!).
2. Once you log in with your Instagram, Threads will import your IG username. If you’re verified on Instagram, your Threads profile will be verified.
3. You will then have a choice to import your IG bio, link, etc., or create a new one! Then select if you want a public or private profile. Users under 16 will automatically have a private profile.
4. In the next section, you’ll be prompted to follow all the same accounts you follow on Instagram or individually choose who to follow.
5. Everything is connected to your Instagram, so if you want to change your username or delete your account, it must be done on the Instagram side. Otherwise, you can deactivate the profile if you want to Thread out.

Here’s what Adam Mosseri, Head of Instagram, has to say:

I’ve been getting some questions about deleting your account. To clarify, you can deactivate your Threads account, which hides your Threads profile and content, you can set your profile to private, and you can delete individual threads posts – all without deleting your Instagram account. Threads is powered by Instagram, so right now it’s just one account, but we’re looking into a way to delete your Threads account separately.

How does one Thread?

Now that you’ve created your account, tap the pen-and-paper icon and thread away!

• Posts can be up to 500 characters long (compared to X (Twitter)'s 250 character max).
• You can use links, GIFS, images (10 max), and videos (5 minutes max).
• You can like, reply, or post a thread.
• You can easily crosspost a thread to your Instagram stories or share the link to your Thread.

Right now, the vibe is giving throwback 2008 Facebook and Myspace days where people show up more authentically and have casual conversations. Such authentic engagement is refreshing in a land full of targeted ads!

If you’re looking to protect your peace, you also have the option to filter out certain words, and you have the option to block, restrict, and report a profile on Threads. Keep in mind that due to the fundamental linking of IG and Threads, accounts blocked on Instagram will be blocked on Threads as well, and vice versa.

Currently, the algorithm gives a populated mix of people you follow and recommended content. The masses are nostalgic for the good old chronological feed, and the Meta team has listened and is working on implementing it.

Mosseri says, “If anyone was asking, both Instagram and Facebook have chronological feeds options, so yes, we’re going to bring one to Threads too.”

How can Threads benefit your nonprofit?

Threads is a new space to engage your Instagram audience and show a different side of your nonprofit. We don’t blame you if you want to wait for more things to shake out on the platform, though—something this big and this new can be overwhelming. However, Threads is everyone’s playground right now. At the moment, you don’t have to put much effort into it; you can refine your strategy over time.

Try starting with your most popular tweets and reposting them there or have some fun with it and drop some witty jokes or memes!

We know how long it took to build your X (Twitter) audience, and it’s not uncommon to see dropped engagement rates since the Elon acquisition. Luckily, Threads is a promising space to revive your organic efforts, as many brands are already seeing higher engagement.

Nonprofits doing it well in the wild:

CARE - @careorg

CARE’s Thread strategy has been on fire since joining the platform. They keep it light-hearted and fun while keeping it aligned with the mission.

Whatever CARE is, the mission is the same. Join us in the fight to save lives, defeat poverty, achieve social justice, and fight for women and girls.

They also do a good job of soliciting conversions by asking questions that Threaders can’t help but respond to. Which ones would you pick?

If you had to choose 2 things to improve our world, what would you choose? 🌎

Pick 2:

– End global hunger

– Reverse the effects of climate change

– Achieve gender equality for all

– Access to higher education for all

– Access to equitable healthcare for all

American Cancer Society - @americancancersociety

They made a great first thread that set them apart from the others (tap tap tap, is this thing on?), and they even gave a nod to our gal, Taylor Swift, which is so timely with the recent release of Speak Now (Taylor's Version).

Sorry we’re late, we’re trying to end cancer

Nature Conservancy - @nature_org

Who doesn’t love a break in their timeline to see adorable animals? Nature Conservancy does a great job at picking out the most adorable images.

Frogs in Flowers: A Series

And, of course, if you’re looking for more nonprofit tips, tricks, and fun content, you can follow us @funraise. See you there, friends!

What’s next for Threads:

This app is still a newborn baby; so much to come. As of right now, Mosseri says they’re focusing on keeping the lights on:

With so many people joining Threads so fast these last six days (six days!) the team has been entirely focused on keeping the lights on and fixing bugs, but we’re starting to priorite [sic] the obvious missing features, like a following feed, the edit button, and post search. We’re clearly way out over our skis on this, but the team is pumped to start shipping improvements this week.

As Mosseri explains below, the Threads team will start with the basics first when rolling out new features.

We couldn’t be happier with all the excitement about this app, so thank you thank you, but this is a race to the starting line if there ever was one.

The real test is not if we can build up a lot of hype, but if you all find enough value in the app to keep using it over time. And there are tons of basics that are missing: search, hashtags, a following feed, graph syncing, fedeverse support, messaging maybe…

We’re on it. The (amazing) team is cranking away. But full disclosure, it’ll take time.

It‘s important to note that the app has yet to be launched in Europe as Meta is looking for more guidance around the EU’s new Digital Markets Act.

Everyone is clenching their fists at the thought of advertising being brought to this platform. Right now, ads aren’t the priority, according to Mosseri.

Until then…

Resources

Garfinkle, Alexandra. “CHATGPT’s on Track to Surpass 100 Million Monthly Users Faster than TikTok or Instagram: UBS.” Yahoo! News, 2 Feb. 2023, news.yahoo.com/chatgpt-on-track-to-surpass-100-million-users-faster-than-tiktok-or-instagram-ubs-214423357.html.

Hines, Kristi. “Threads App Hits 100 Million Users with ‘Mostly Organic Demand.’” Search Engine Journal, 10 July 2023, www.searchenginejournal.com/threads-instagram-app/490812/#close.

“Introducing Threads: A New Way to Share with Text.” Meta, 5 July 2023, about.fb.com/news/2023/07/introducing-threads-new-app-text-sharing/.

Jackon, Kourtnee, and Nelson Aguilar. “Threads Continues Its Rapid Rise. What You Need to Know about Meta’s New App.” CNET, 10 July 2023, www.cnet.com/tech/services-and-software/threads-continues-its-rapid-rise-what-you-need-to-know-about-metas-new-app/.

Walters, Natalie. “The Social Media Platforms That Hit 100 Million Users Fastest.” The Motley Fool, 20 Jan. 2019, www.fool.com/investing/2019/01/20/the-social-media-platforms-that-hit-100-million-us.aspx.