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Threads launches in Europe: what you need to know about Instagram’s short messaging service

15.12.2023

Translation: Jessica Johnson-Ferguson

Threads was launched in Europe on 14 December 2023. In terms of numbers, Instagram’s short messaging service became Twitter’s biggest competitor within just a few days of its US launch back in summer.

Threads had already been launched in early July 2023, before Elon Musk renamed Twitter X. After just a few days, the service cracked the 100 million accounts mark. The fact that you need an Instagram account to use Threads probably helped in this instance. Having a large group like Meta in the background is definitely also a plus to get wide reach. This connection is also the reason why people in the European Union had to wait almost half a year for the service.

No Instagram, no Threads

Threads feels like an extension of Instagram. At the time of the launch in Europe, you can visit the site without having an account. However, if you want to post or engage in other interactions, an Instagram account remains the only way to log in to the app (Android/iOS). Only since mid-November is it possible to delete a Threads account without deleting the associated Instagram account with it.

Why Europe’s had to wait for Threads

Instagram boss Adam Mosseri remains vague when he talks about «the complexities with complying with some of the laws coming into effect next year». He can only be referring to the Digital Markets Act (DMA), which comes into force in March 2024. This EU regulation imposes special requirements on large internet companies with a monopoly position – such as Meta.

Due to its close interconnection with Instagram, the affiliation to the Meta group and the expected high number of accounts, the DMA is likely to apply to Threads. This could explain the option created in November that allows you to keep your Instagram account if you want to delete your Threads account. It may have been a requirement.

Why is Threads more successful than Mastodon and Bluesky?

Right from the start, Threads let you post 500 characters as well as photos and videos that are up to five minutes long. You can also share your Instagram posts separately on Threads. It’s also easy to follow the same people you already follow on Instagram. However, Instagram only subtly points towards Threads in the profile menu. The posts from there only appear in your Insta feed after you’ve logged in.

Other short messaging services, including Mastodon or Bluesky, which are considered possible Twitter alternatives, first had to develop these functions and were only gradually able to win over their users. They also lack easy access to large server capacities and development teams. This is unlike Meta, which can shift resources within the group.

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Is the search for a Twitter alternative over?

No, in spite of all the squabbles, X hasn’t finished yet. In September, the monthly user numbers for X were higher than for Threads, at least in the US. According to one forecast, this isn’t expected to change by the end of the year.

Occasionally, you can live without certain functions or hope they’ll be introduced at a later stage. What is essential when using a social network, however, is finding a bubble where you feel comfortable. Due to the high number of accounts alone, Threads is likely to have a major advantage over Mastodon and Bluesky. Despite the head start they’ve had, the two services are likely to be overtaken shortly by Threads in Europe, too. Those countless users who left X because of Elon Musk are likely to join the next billionaire’s short message service for better or worse.

In terms of content, Threads is said to be great entertainment above all. X, on the other hand, has primarily made a name for itself as a news portal and the place for discussions – some more productive than others. If previous analyses of Mastodon and Bluesky are to be believed, they haven’t yet become a complete Twitter substitute for most people.

Threads, however, is not likely to remain a closed system. Meta has announced ActivityPub support. With the integration of the protocol, the short messaging service would become part of the Fediverse (link in German). This would make posts on Threads visible on Mastodon and other services that support ActivityPub.

Header image: Jan Johannsen

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Jan Johannsen

Senior Editor

Jan.Johannsen@galaxus.de

As a primary school pupil, I used to sit in a friend's living room with many of my classmates to play the Super NES. Now I get my hands on the latest technology and test it for you. In recent years at Curved, Computer Bild and Netzwelt, now at Digitec and Galaxus.

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