By: Nhlanhla Ntshangase, Godelia Kuiken, Boitshoko Hobyane, Tyrique Miller, Ingrid Selepe The competition of innovation in the technology industry is getting more intense. Here is a new feature that had the community of social media users excited after it was launched on July 5, 2023. Instagram introduced its Meta Threads feature which is now possible to share and discover text-based content, and it gained a popularity of 100 million followers in just 5 days after its launch. Let's explore, the rise of Instagram's Meta Threads and what it means for the future of social media. A Tale of Two Instagram Meta Thread Users While younger users are more likely to use Meta Threads to share jokes, memes, and playful content, older users are more likely to use the feature for sharing information, articles, and personal stories. Younger users tend to view Meta Threads as a more lighthearted and casual way to engage with others, while older users view it as a more serious platform for information sharing and storytelling. We had the privilege of interviewing some of iHub Africa’s team members about their experience with the app. And this is what they had to say “ I discovered the feature when I was busy scrolling on my Instagram app and there were suggestions. I clicked on one of the quotes that I liked, and that is when I realized that it’s from the threads app,” said Nthabiseng, who is one of the interns. Godelia, a trainee at iHub Africa, said she loves the fact that you are able to state your mind in a conducive way and would recommend it to people who are creatives because they can be able to express their art through writing. KEY METRICS Since the launch of Meta Threads, the number of active users has increased significantly, with an average daily user growth rate of 20%. This is a higher rate of growth than other popular text-based platforms like Twitter and Reddit. The growth in active users suggests that the feature is resonating with Instagram users, and the platform has been able to attract a large number of new users. The average time spent on Meta Threads is around 15 minutes per session, which is significantly higher than the average time spent on Twitter (5 minutes) and Reddit (10 minutes). This suggests that users are spending more time engaging with the feature and finding it to be a compelling and valuable platform. Over time, the average time spent has increased by 5 minutes, indicating that users are becoming more engaged with Meta Threads. Best practices for using Instagram meta threads For users who wants to increase engagement on their Instagram account, and to be successful, meta threads feature can be a good platform. These are the best practicesthat they can follow: Be consistent: Post regularly, because this encourage followers to participate on your content regularly. Engage with your audience: Like and comment on posts from meta thread to show appreciation and build relationships with followers. Use high-quality visuals: Share visually appealing content on meta thread to capture audience's attention and encourage engagement. Meta Threads is a new and exciting feature that is changing the way people interact with Instagram. It has the potential to become a central part of the Instagramexperience, with added features like live video and polls. For businesses and influencers, Meta Threads could be a powerful tool for building relationships and telling stories.
