Primary Blog/Threads Launch - 0 to 30M signups in 24 hours #boom

Threads Launch - 0 to 30M signups in 24 hours #boom

Friday, July 07, 2023

Week One

As of today, I'm writing this on Friday, July 7th, in Australia. It's been a little over 24 hours since the new Instagram app, Threads, launched energetically into the world. So, as we stand now, statistically speaking, about 30 million users have signed up in the first 24 hours. I know, right? My mind is blown. Let's have a chat about the platform and what we can learn from one of the most successful digital launches ever. So, let's dive in.

If you haven't hopped on Threads yet, you definitely should. Some seriously cool stuff is happening there. The engagement levels are through the roof. Seriously, it's worth exploring and getting in on the action if you haven't already. Personally, I registered for the pre-download app on Google. Waking up on Thursday morning, Australian time, the app was already up and running. Just a few hours in, I managed to jump in and register – around the time there were already about 150,000 users. That's how quickly it was gaining traction. Let me paint a bigger picture for you: they hit over 2 million signups within the first two hours, 10 million within the first seven hours, and a staggering 30 million within 24 hours. Massive numbers. Sure, we've seen app launches before, this isn't a new concept. But what's different here is the unprecedented speed and success of this launch, surging to 30 million users in a mere day. It has outshone any other platform launch and especially those of other social media platforms. There's much we can extract from this. So, let's break it down.

In case you haven't caught on, Threads is closely linked to Instagram, and you'll notice this once you set up your account. It's practically designed to sweep your Instagram details – profile image, data, bio, username – all of it. The connection is so tight that, currently, creating a Threads account sans an existing Instagram one is, as of recording, not quite possible. Of course, this detail might shift; consider this information as it stands just 24 hours after launch. The intertwining of these platforms is intriguing, and the backstory is equally fascinating.

Twitter's been through quite a ride in the past year or so, and it's hardly been smooth sailing. Remember when Twitter was the king of the digital hill not too long ago? But then, it went through a shake-up, especially after Elon Musk's acquisition. There have been cultural shifts, data controversies, employee disputes, you name it. A lot of things the company would've preferred to keep behind closed doors were suddenly thrust into the public eye. It's been a rough stretch. So, picture this: Mark Zuckerberg observing this all unfold, rubbing his hands together in an almost Dr. Evil manner, and thinking, "How can I capitalize on this?" We all know the man's a genius, and his business acumen is legendary. So, what did he do? He started working on an app to take on Twitter head-on.

There are quite a few parallels between Threads and Twitter in terms of their offerings and usage. Even the platform's name – Threads – is almost a cheeky nod to Twitter, where individual posts are often referred to as threads. It's like a turbo-charged version of Twitter, grabbing its thunder in the most clever way. Launches are nothing new, and they tend to generate buzz and traction – just think of the recent case with Clubhouse, which feels like it was only yesterday. However, Clubhouse had a different strategy, like Pinterest, opting for the exclusivity of invites, and that strategy fueled its rapid growth. The vibe was like a self-hosted podcast, conversations happening in voice format. I won't go into too much detail for those unfamiliar, but that's the gist. Clubhouse generated a similar momentum, but on a smaller scale. But we haven't seen anything quite like Threads – 30 million users in 24 hours for a brand new social platform is just awe-inspiring. If you're a marketing enthusiast like me, this is like striking gold. However, Threads isn't just about the numbers; it's about what's happening on the platform itself.

If you've taken a plunge into the app, you've probably noticed how different the communication is. It's probably the most authentic social experience out there. People are being themselves, brands are letting loose, and strategy seems to be taking a back seat. This unfiltered engagement is a refreshing change, and it's what makes Threads a hit. With algorithms not yet fully formed, it's a level playing field – and this is where the magic is. You can post without meticulously crafting content to fit an algorithm's expectations. This creates an environment of authenticity, a free-flowing space where people are connecting with a sense of unguardedness. The posts are real, insightful, and often laced with humor. It's a treasure trove of genuine human interaction.

Now, if you haven't ventured into Threads yet, here's a quick rundown. Setting up an account is a breeze. Just hop onto the App Store, search for Threads, and download it. While setting up, ensure you're logged into your Instagram account, the one you want to align with your Threads profile. The data transfer process happens seamlessly, streamlining your profile picture, bio, links, and even your followers. As of now, it's a smooth process, but remember, this is only 24 hours post-launch – who knows what tweaks might come down the road.

GIFs are also making waves on Threads, adding a touch of humor to the conversations. To include GIFs in your posts, download the Giphy app from the App Store, search for the GIF you want, and save it to your photo library. When posting on Threads, click on the attachment icon (the paperclip) and choose the GIF from your library. It's a surefire way to add a splash of creativity to your posts and join the humor bandwagon.

Speaking of getting active, don't limit yourself to merely posting. Threads is designed for ongoing conversations. Engage with other profiles similar to yours. Respond to existing threads, keep discussions alive, and nurture connections. The algorithm undoubtedly favors user engagement, especially since it contributes to the platform's primary goal – keeping users engaged.

Now, here's a crucial tip: avoid turning too sales-focused. While it's fine to share a sales-oriented post now and then, Threads' current vibe revolves around authenticity and humor. The user base thrives on insightful, funny content. This is your chance to let your wit shine, make thought-provoking commentary, and connect on a real level.

Finally, while it's exciting to be a part of this new platform, remember to manage your time well. Threads can be addictive, and losing hours on it isn't the best idea. Make the most of this ad-free experience, dive into authentic conversations, and embrace the humor and community it offers.

In a world where massive app launches have become commonplace, Threads stands out with its lightning-fast journey to 30 million users in 24 hours. What's the secret behind this remarkable achievement? It's all about building a warm, engaged audience. This launch underscores the significance of nurturing a community and creating a strong rapport. Threads didn't launch to a cold audience; it ignited among fervent fans of Instagram, a platform they trust and engage with daily. This demonstrates why cultivating a loyal audience is pivotal. While your launch might not hit 30 million users in a day, the principle applies – an invested audience is your best asset.

So, there you have it. Threads isn't just another app; it's a case study in modern digital marketing brilliance. It's about seizing the moment, embracing authenticity, and creating a platform that encourages genuine interactions. Dive in, connect, engage, and let the humor flow. Welcome to the future of social platforms.

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