Instagram Threads is Instagram’s new standalone messaging app for “close friends”.

Despite just being released (October 3, 2019), the hot shots have already begun: Threads are a nail in Snapchat’s coffin; Threads is Facebook’s next step on the “privacy axis” (and their dominance of the messaging app market); Topics are good; Threads are scary.

Well, what? Should you use it? Should your brand use it? Is it even necessary? (We checked, and yes, business accounts can use Topics too.)

As Instagram says, the app has three attractive hooks:

  • The ability to “completely control who can reach you”
  • the ability to quickly access the people you text with the most
  • the ability to passively connect throughout the day, even if you’re not actively chatting

Let’s take a closer look at how the new Instagram app actually does all this and what it could mean for brands.

8 things you need to know about Instagram Topics

1. Threads is a camera-first messaging app

Like Snapchat, Threads opens directly to the camera, meaning you can take a photo or video and send it to a friend with two taps.

2. Topics are only for the people you care most about

Acquaintances, strangers, colleagues and crazy enemies won’t be able to reach you here, according to Instagram.

Topics only work with people you choose for your Close Friends list on Instagram. So if you’re already using this functionality to choose who sees your Instagram Stories, Topics will feel natural.

Your messages can go to your entire Close Friends list, to a person on your list, or to subgroups in your list. The app also keeps your eight best friends (and/or groups) handy for easy access: choose your lucky eight wisely.

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Instagram Threads that choose close friends board
Source: Instagram

Of course, there are several ways brands already use Close Friends on Instagram. Like custom content curation for VIP followers, geo-targeting or updating influencers they work with.

Should brands migrate these strategies to Threads? It continues to be seen.

3.Threads automatically share your status with your close friends

With your permission, Threads monitors your location, accelerometer (the sensor that measures how fast you move and counts your steps), and battery power to automatically give your friends an idea of ​​what you’re doing.

This kind of ‘passive connection’ should make users feel connected without being invasive. The app doesn’t tell people where He says you’re eating brunch, but you’re in a restaurant and your friends know it’s 1:00 pm on Funday Sunday, so they’re making the calculation.

For this to work, you need to enable this feature when you set up your Threads account. And if you do, you can turn it off at any time.

Turn on Instagram Threads "auto status"

As for brands, you can imagine how they might want to opt out of this feature. Does Nike’s social media manager want Colin Kaepernick to know his battery is low? so yes? But also no.

4. You can set your own status

You don’t need to set auto status as default. You can choose one that states why you shouldn’t text right away or your level of availability and interest for a snapshot.

Not only can you choose from the available list, you can create your own emoji and choose an emoji that goes with it.

7 statuses paired with emojis like "Food" with a pizza emoji

5. Threads has several versions of dark mode.

We need to give that to Instagram: The app’s interface feels tasteful, quiet, private and personal.

Why? Because dark mode. (And because there are no ads.)

One of Threads’ more enjoyable UX options is that the app lets you choose your color palette.

And doing so will also change the color of the icon on your home screen.

3 different Instagram Threads dark mode themes
Source: @samsheffer

6. No filters, gifs or stickers (yet?)

Topics aren’t quite Stories. When it comes to content, you’re pretty limited to taking a photo (or video) and drawing lines or writing on it.

Without the stickers, your recipient can also reply with text only.

Photo of a dog with 2 pink senses, "send a message" box below

7. Images follow the same rules as Snapchat

You can set the lifetime of your image. It can disappear after a view, replay once, or stay in the chat permanently.

Also: Threads notifies the poster when you take a screenshot. (I learned this the hard way. See above.)

The similarities are “eerie” enough that Snapchat, which has 203 million users to Instagram’s 500 million, saw shares of its parent company drop 7% on the day Threads was released.

8. If your friends haven’t downloaded the Topics yet, that’s fine

All your conversations (messages, photos, videos, Stories) appear in both Threads and Instagram Direct (also known as the main Instagram DM inbox). So, if you’re messaging from Threads and your recipient is still using Instagram Direct, it doesn’t matter, deal.

Likewise, if you’ve added someone to your Close Friends list but they haven’t responded, you can message them from Threads while that person sends you a message via their DM.

So why have a separate app?

It seems that the underlying argument for Threads has to do with Facebook’s mission to focus on ‘meaningful interactions’. “You’re in control of who can reach you on Threads,” Instagram says.

The notifications you get from Threads will always be from people you care about (not trolls).

And where does that leave the brands? While some people have their doubts, the jury is still out:

Side-by-side shot of the same selfie of the blonde girl on the beach.  There is an ad from the right selfie "Jasper's Market" is laid on it.  Subtitle readings "1 Year After Launch vs. Launch"
Source: @thisisneer

We haven’t checked our crystal ball, but advertisements often follow where people go.

So what does Threads mean for brands (currently)?

Long story short: no one knows yet. But if we do know one thing about Facebook, it’s that if there’s a way to make money, they’ll find it.

Overall, Instagram’s recent moves towards a better user experience (hide likes and block bots) are good news for brands. The platform knows it has to make its users happy and come back.

And if the new Instagram app is widely adopted as a simple, private channel free from the pressures of public scrutiny and cramped posts, brands can find ways to surprise and delight. Just like Instagram Stories, where a third of the most viewed Stories are from businesses.

Regardless of whether or not “Subject Ads” becomes a thing, there are plenty of ways brands are using messaging apps. Plus, Instagram President Adam Mosseri has already committed to Threads working on Messenger and Whatsapp in the future.

For now, a little exploration goes a long way. Let us know what you think if you try Instagram Threads yourself.

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