What Threads Needs to Beat Twitter

Meta Platforms’ Twitter rival—Threads—is an overnight success. 

To get its 100 million-plus users coming back, the Instagram-linked, text-focused app needs to replicate what made Twitter great: the quirky communities and rapid-fire, real-time updates you can’t find anywhere else.

For the latest Wimbledon match and the “Succession” finale, I remained glued to the takes on Twitter. In California, it was the first place I checked after an earthquake. Fan-run subcultures, such as those dedicated to Taylor Swift or BTS, also thrive there.

Twitter’s declining usage and limits on the number of posts users can read give an opening to alternatives like Bluesky and Mastodon, but none are as popular as Threads.

So far, though, using Threads is like showing up at a hip party and discovering there are no snacks or music. The app will need a lot more to beat Twitter.

A cautionary tale

Users are fickle, though, flocking to new social platforms then abandoning them months later once the novelty wears off. (Remember BeReal?)

Everyone in my network—myself included—is jumping on the Threads bandwagon. We’re still feeling out what exactly Threads is. What are people talking about? Where are the memes? Is this just another fad? 

For now, it’s hard to tell. No one is behaving badly—yet. The app has what popular menswear writer Derek Guy described as “disturbing levels of earnestness and positive vibes.” Adam Mosseri, head of Instagram, said the company won’t encourage politics and hard news on the new platform, which could make it hard for users to find things to spar about.

Threads can’t be a snoozefest if it wants to last. And to get past the speed bumps Twitter is now hitting, Threads will have to combat spam, harassment and other ills. The app will need to focus on two crucial factions: the posters and the lurkers.

Mosseri said the company is working on a laundry list of features, including support for multiple accounts and the ability to edit posts. He added that “it’s going to take a while to deliver all this.” Adam, if you’re reading, here’s what to prioritize:

For everyone

Desktop app: The action happens in the mobile app. On the web, you can only see an account’s latest threads or an individual thread—and only if you have the right link. You can’t search, post or even see your own feed in a browser. Mosseri said a “web presence” will come eventually. 

For posters, it can be tough to type thoughtful responses or work quickly from the tiny keyboard on your phone. For lurkers, a desktop app opens accessibility and ease of news watching. Plus, it makes it easier to look at the app while they pretend to work. 

Grouping by topic: An unfiltered feed, which is currently what you see on Threads, can be overwhelming. On Twitter, you can create lists of different types of accounts you follow to get a snapshot of what’s happening on a particular topic.

Chronological and following feeds: Threads doesn’t let you view your feed chronologically, or only see posts from people you follow—popular features of Twitter. What you see right now is a hodgepodge. Mosseri said Threads will have more feed options in the future.

For lurkers

Some of the most avid social-media users never post anything. These lurkers need tools that make it easier to consume what others share.

Searching for posts: A feature to search for keywords within posts is coming eventually, Mosseri said. This is how people find The Conversation around The Thing that’s happening. For live sports, buzzy TV shows and current events, search is essential. Right now, you can only look for accounts.

Bookmarks: Some posts offer helpful advice. Others link to long articles. I just want to bookmark funny memes. A save-for-later function, like those on Twitter and Instagram, would be great for parking your favorites.

Trending subjects: Twitter highlights trending topics, a controversial feature because such keywords have been abused by malicious users to coordinate harassment and sow disinformation. Popular conversation topics can be valuable when moderated, though. When my area was hit with wildfires, I leaned heavily on Twitter’s trending-topics page for updates.

For posters

Then there are those who actually put stuff out there. They’re influencers, writers, academics, celebrities, brands and more—power users who need power features.

Instagram-Threads separation: Threads is “an Instagram app,” as stated in Apple’s App Store. The two are closely linked. You can’t join Threads without an Instagram account. You can’t change your name or username on one without changing the other. The forced integration doesn’t work for those who have siloed Instagram for friends and family, and Twitter for professional posts. It can feel like showing up to a Wednesday meeting in a going-out top.

You also can’t delete Threads without deleting your Instagram account. (Mosseri said the company is looking into a way for people to delete Threads separately.)

Drafts: Good posts can take time. Twitter and Instagram have a place for posts that aren’t ready for the world. Threads needs one, too.

Character count: Threads allows 500 characters in each post—but it lacks a counter to say how close you’re getting to that limit.

Name changes: Instagram lets users change display names twice every 14 days. Twitter lets you do it whenever you want. This enables one of Twitter’s quirky charms, demonstrated in the October ritual of users adopting spooky Halloween alter egos. Threads, let me bring back Nicole NooOOOooOOyen.

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Write to Nicole Nguyen at [email protected]