Instagram Threads is set to revolutionize user interaction with the introduction of a much-anticipated feature: direct messaging (DM). Starting Tuesday, users worldwide will be able to send messages directly within Threads, eliminating the need to toggle between apps like Instagram. This move marks a significant shift for Threads as it seeks to carve out its own identity distinct from its parent platform.
Alongside DMs, Threads is unveiling a new visual feature called ‘highlighter’, designed to bring attention to engaging conversations and perspectives, beginning with Trending Topics. At launch, Threads DMs will include basic functionalities such as one-on-one chats, preset emoji reactions, spam reporting, and the ability to mute messages. However, more advanced features like group messaging and inbox filters are slated for future updates.
Expanding Features and User Control
The introduction of DMs positions Threads as a more competitive player against other text-centric social platforms like X and Bluesky. Unlike X, which is working toward encrypted messaging, Threads has opted not to encrypt its DMs. According to Emily Dalton Smith, Threads VP of Product, the focus is on fostering direct connections rather than securing messages.
“We’re not encrypting our DMs,” said Smith. “It’s really about just connecting directly and talking to people about whatever is happening now, which I think makes encryption less core to the experience.”
Initially, DMs will be available to users aged 18 and older in most markets, excluding Japan, Australia, the U.K., and the EU. This strategic rollout underscores Threads’ ambition to enhance user experience while maintaining a distinct presence separate from Instagram.
Building a Unique User Network
Despite being built on Instagram’s social graph, Threads is fostering a unique ‘interest graph’. Smith highlighted that over a third of Threads users have less than a 50% overlap with their Instagram connections, indicating a divergence in user engagement across the two platforms.
“Instagram is really for creativity and Threads is really for perspectives,” Smith noted.
This differentiation has prompted Meta to explore ways for users to access Threads independently of Instagram. Trials are underway for users to log in using Facebook accounts in Europe or to create standalone Threads accounts. Additionally, Meta is testing web access without requiring users to log in.
Community and Content Evolution
The Threads community is also evolving, with unique creators emerging on the platform. David Rushing, for example, has cultivated a vibrant NBA Threads community. Smith expressed a desire to facilitate easier discovery of such communities, which is central to Threads’ roadmap.
Threads initially introduced tags to organize conversations and has since developed topic feeds. The focus now is on highlighting active community contributors. Over the coming months, Threads plans to enhance user recommendations and search functionalities to promote engagement.
Smith stated, “We consider, probably, all ideas, but we’re really just building on what our community tells us and trying to prioritize such a small and growing app.”
Future Directions and Market Position
Despite its growth, Threads remains a smaller entity within Meta’s app family, boasting 350 million monthly active users. This is substantial compared to platforms like Bluesky, which has 37 million registered users. However, Threads still has a long way to go to match the scale of Meta’s other apps.
Currently, there are no plans to monetize Threads beyond advertising. While Meta has the capability to integrate AI features, the immediate focus is on refining the advertising experience and leveraging AI for background tasks, such as summarizing trending topics.
As Threads continues to expand its feature set and user base, the app is poised to redefine its role within Meta’s ecosystem, offering a platform for perspectives distinct from the creative focus of Instagram.
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