Threads lands in Europe: but did we need it?

THREADS LANDS IN EUROPE: BUT DID WE NEED IT?

Threads finally sets foot in Europe, sparking a flurry of anticipation and discussion.

After launching in other parts of the world in July, it is finally our turn to dive into this new messaging platform. Rumors were in the air, but the official announcement by Meta, accompanied by Mark Zuckerberg’s post, confirmed the imminent arrival.

However, the EU’s Digital Markets Act casts a shadow of a reflection on how Threads will integrate with Instagram for European users; the dilemma is clear: users will be able to choose to link their Instagram profile to Threads to access all features or opt for a more limited experience without a profile.

Sort of like deciding whether to enter a wild party or watch it from a window.

Accessible directly from one’s Instagram account, Threads allows for posts with a 500-character limit and 5-minute videos, as well as the publication of images, gifs, audios and polls, similar to the Instagram environment.

There are # hashtags, @ mentions, you can repost and repost by quoting, and you can follow other profiles (like on X, but with more characters, in short.) And again: you can choose between the For You feed, with content selected by the algorithm, and the Following feed, with threads of people followed in chronological order.

There is no native camera: this means that photos and videos have to be uploaded from the phone’s gallery. Audios (which for the time being seem to be the most interesting element for users), on the other hand, are to be recorded directly from the app.

Zuck tries to tickle X users with the coveted ability to edit their post, within 5 minutes of publication: (to do this on the former bluebird you have to be a subscriber, on Threads it’s free).

Expectations for Threads’ European-wide success are high: if the app has been downloaded 30 million times in just a few hours, shortly after its announcement last July, to reach about 100 million monthly active users, in Europe the app could gain about 40 million users by 2024.

Many familiar faces, from Fiorello to Chiara Ferragni, have already stormed the platform; this anticipation has generated excitement and questions about how this new platform will shape our digital experience.

In the meantime, we have one certainty: it is new territory to explore, full of potential and challenges.

But how long will our interest in this new social be sustained?

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Milan

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Milan

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