“Bcontinue
@thread
“This week has felt like sitting on a half-empty train early in the morning as gradually more people board with horror stories of how awful the service is on the other line,” actor David Harewood wrote on Meta’s Twitter/X rival, which, judging by the number of “Hey, how does this work?” questions from newcomers, seems to be seeing echoes, at least in the UK, following last week’s far-right riots.

Newcomers to the thread might be wondering why it took so long. To say Elon Musk’s tenure as owner of the social network formerly known as Twitter and now renamed X has been outrageous would be a criminal understatement. Recent highlights include the unbanning of numerous far-right and extremist accounts, as well as his own misinformation campaign regarding far-right anti-immigrant riots in the UK.

Before Musk bought the company in 2022, few alternatives to Twitter existed, but several have emerged in the past few years. Today, there are the generally left- and liberal-leaning Blue Sky and Mastodon, the right-leaning Gab, and Donald Trump’s Truth Social Network.

But perhaps the biggest threat to X is Threads, in part because it was launched by Meta, the giant behind Facebook, Instagram and WhatsApp. But a simple question remains: is Threads any good?

For Satnam Sanghera, an author and journalist, the reason for the move is simple: “This place is corroding the very fabric of British society so I am trying to avoid it as much as possible and hoping it will be regulated,” he explained in a direct message on X. “Systemic abuse has been an issue for me, and for many people of colour, for years.”

But the force behind the switch is not so much the allure of Threads, a popular new social network, but the power to drive people away from X. “Threads has some great things, especially the fact that it links with Instagram, which is probably the most convenient social media platform,” Sanghera says. “But a lot of my loved ones aren’t on it. I’m hoping that will change, or maybe it’s just that it’s time to quit social media altogether.”

The integration with Instagram allows Insta users to open a Threads account with just a few clicks, which seems to have really accelerated Threads’ growth. Threads hit the milestone of 200 million active users earlier this month, just one year after its initial release. In comparison, Bluesky has just 6 million registered accounts and 1.1 million active users, while Mastodon has 15 million registered users, but no public data on active users.

“Threads has one big advantage,” says Emily Bell, director of the Center for Digital Journalism at Columbia University in New York. “It has a built-in user base of celebrities and athletes. If you really want to kick everyone off Twitter, you can have Taylor Swift, Chapel Rowan, [Italian sports journalist] “Fabrizio Romano”

Bell believes that because all of these users are already on Instagram, it may be easier to attract them to Threads than to convince them to start from scratch with an entirely new social network.

But she says this is a shame, and thinks Threads is a terrible product. “To me, Threads is a platform designed to compete with Twitter, and it feels like it was designed by a company that hates everything about Twitter,” she says. “Threads is boring as hell – presentation, participation, everything.”

From my personal experience trying out Threads for this article, it seems like Meta doesn’t see Threads as a huge, exciting new product that they want new users to use. Having around 88,000 followers on X has always made me hesitant to join other social networks, which is why I’ve never had an Instagram account.

To join Threads, I had to join Instagram first, which took about 24-36 hours because I got some weird error messages while signing up. I finally managed to create a Threads account, but after following five accounts I was limited. A few hours later the limit was lifted, I was able to follow three more accounts, and then I was limited again. I quickly gave up.

Those who found it easy to join the site say that once they were on it, it was more comfortable than X, but that’s mainly for the simple reason that it still has moderation staff and doesn’t actively try to attract the far right.

“Threads have a different vibe because they’re almost always participated in by small, self-organized groups,” says misinformation researcher Nina Jankowitz. “They’re usually want Something different than Twitter/X. It definitely helps that they are actively moderating it and that the site’s leadership is not actively promoting conspiracy theories.”

Both potential rivals to X are keen to differentiate themselves from the original. Meta has said it doesn’t want Threads to focus on news and current events like X. Mastodon is perhaps the most consciously “woke” of the alternatives, with very different norms around content warnings and sharing. As such, Bluesky offers the closest experience to the “rebellious” and playful “old Twitter” that many still miss.

Even some of the early successes on Threads are a bit sceptical about its actual value: Stella Creasy, the Labour MP for Walthamstow, has more than 20,000 followers on Threads (166,300 on X), but she confesses that she never actually posts there.

“I just cross-post it to Instagram,” she says, sounding a little guilty. “So I [following] Nothing happens and there is no involvement whatsoever.”

That’s not to say Chrissy has shunned social media: she still posts on X, and is now in a local WhatsApp group with up to 700 members, where her supporters can interact with her directly. While she says she “doesn’t understand” TikTok (“I don’t feel like dancing in public”), she created an account there because “local Asian moms told me that’s where it’s at.”

Chrissie noted that this fragmentation of social media has made her job as a member of Congress more difficult during the recent turmoil: Trying to connect with an audience and provide accurate information is harder on six platforms than it is on one.

Threads’ success may be due to the ease of joining by default: If you use Instagram, it’s the easiest thing to join, and once you’re there, it’s… fine. But if other users seem to be operating on autopilot, they probably are.

“It’s a little bit overloaded here, you’re just in the media and you don’t know what to do,” Creasy says, “and ironically, that’s why I don’t do threads. I know that’s where I get my momentum and that’s where I’m not doing anything.”