The Design Choices That Could Help Threads Stay Viral (& What Could’ve Inspired Them)

In July 2023, Mark Zuckerberg launched Meta’s much-anticipated X competitor: Threads. Meta’s imaginative and prescient for this new social platform was to supply “a brand new, separate house for real-time updates and public conversations” that was constructed on the muse of Instagram’s current neighborhood, content material, and infrastructure.

As defined in Meta’s official announcement, “Threads is to take what Instagram does finest and broaden that to textual content, making a optimistic and artistic house to precise your concepts.” Like Instagram, you may observe buddies and creators who share your pursuits.

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In fact, Threads has obtained its justifiable share of criticism, from accessibility considerations to accusations of utilizing “darkish design” techniques. Nonetheless, Threads hit greater than 30 million sign-ups in its first 16 hours alone. It’s continued to realize traction since then, demonstrating the power of the app’s design.

On this article, we’ll cowl the design selections which have helped Threads go (and keep) viral, the areas wherein it has fallen brief, and what it’d take to deal with these shortcomings.

Desk of Contents

What’s Threads?

To know the design selections that underpin Threads, it’s essential first to make clear what Threads is — and what it isn’t.

At its core, Threads is a standalone app that lets customers share brief, text-based content material of as much as 500 characters per submit. It additionally presents many options with which Twitter (now generally known as “X”) customers will seemingly be acquainted, equivalent to liking, quoting, or sharing posts.

Threads can also be carefully tied to Instagram. Whereas there are alternatives to create customized profiles, by default, Threads merely ports over information from customers’ current Instagram accounts. It additionally presents seamless integration with Instagram, with capabilities equivalent to sharing Threads posts to your Instagram story or in an Instagram DM.

It’s also possible to robotically observe the identical accounts on Threads as you already do on Instagram.

Nonetheless, integration with different platforms stays restricted: Whereas Zuckerberg has promised compatibility with an open social networking protocol, it’s not presently attainable to have interaction absolutely with Threads content material with out first creating an account.

As well as, Threads is just not but obtainable within the European Union resulting from “regulatory uncertainty” relating to Meta’s adherence to the EU’s strict privateness and safety laws.

However despite these shortcomings, Threads has actually taken the world by storm.

In response to Meta, the platform reached greater than 100 million sign-ups in its first week, and it has remained persistently in style since then. As such, advertising leaders seeking to keep up-to-date on the newest social media traits can be sensible to concentrate to this essential new platform.

Why was Threads created?

The timing of Threads’ launch was seemingly fairly intentional: Zuckerberg’s announcement relating to this new app got here on the heels of mounting dissatisfaction with Elon Musk’s management of Twitter.

Observers have steered that this aggressive panorama was seemingly a major issue that drove the early success of Threads.

That stated, Threads is greater than merely a Twitter copycat. Whereas most of the core options of Threads clearly draw inspiration from Twitter (the scrolling person interface, the content material feeds, and so forth.), Zuckerberg’s imaginative and prescient for this new platform can also be uniquely built-in with the bigger Meta ecosystem.

As well as, Meta has launched substantial enhancements and additions within the months since Threads’ preliminary launch. The corporate guarantees to proceed rolling out new options and capabilities in response to person suggestions.

At a excessive stage, Zuckerberg has described his imaginative and prescient for Threads as “an open and pleasant public house for dialog.”

The extent to which he is ready to notice this imaginative and prescient long-term stays to be seen — however there’s little question that the Meta staff has already constructed a profitable platform that leverages nice design rules to create a powerful, participating person expertise.

How Thread Leverages Nice Design

There are a number of parts of the Threads person expertise that showcase nice design. Beneath, we discover a number of of our favourite parts of this new platform:

Straightforward Onboarding

First, Meta developed an onboarding course of that makes becoming a member of the Threads platform clean and simple. As a substitute of getting to make and confirm a model new account, you may merely log in along with your current Instagram credentials.

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Then, when you log in, your account is already populated with information out of your Instagram profile. Out of your profile image to your bio to your current community, you don’t have to begin from scratch. With just some clicks, your Threads profile is absolutely arrange, and you may get began posting and sharing immediately.

What we love: Threads presents a clean, simple onboarding expertise, with key info robotically ported over out of your Instagram account.

Integration with Instagram

Threads’ integration with Instagram doesn’t cease with the onboarding course of. Design finest practices inform us {that a} clean, well-integrated person expertise is essential to make sure folks keep engaged all through their time on the platform.

Which may be why Meta has prioritized providing integrations with key Instagram functionalities equivalent to DMs, followers, and posts.

When Threads was first launched, reviewers criticized its lack of direct messaging help — however just some months later, Meta launched an replace that enabled Threads customers to share posts straight with their buddies utilizing Instagram’s current DM platform.

With this new integration, you may simply share a thread with a single contact or a bunch of buddies in your Instagram DMs.

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Along with this DM integration, Threads additionally lets you share Threads in an Instagram submit or story, providing customers much more performance whereas driving consciousness of the brand new Threads platform throughout Instagram.

What we love: Integration with current Instagram options makes Threads that rather more accessible and simple to make use of.

Lastly, the combination of accounts throughout Threads and Instagram makes it attainable to simply port over followers from one platform to the opposite.

Which means as a substitute of getting to reconnect with everybody from scratch, you may simply replicate your current social media community once you get began on Threads.

Feed Customization Choices

One other essential design factor is Threads’ choices to customise your feed. Particularly, Threads lets you tab between a “For You” feed that features a mixture of beneficial content material and posts from folks you observe.

There’s additionally a “Following” feed, which solely consists of posts from profiles you observe.

What we love: Threads is designed to allow you to toggle between a “For You” feed and a “Following” feed, enabling you to customise the content material you see.

This type of customization is essential. As with all platform, completely different customers on Threads can have completely different preferences.

Some could also be searching for content material that’s related to their pursuits however is from creators exterior their fast community, whereas others might solely be taken with viewing posts from accounts that they’ve actively chosen to observe.

With this tab-based person expertise, it’s simple to alternate between these two modes and expertise the platform in the way in which that works finest for you.


Along with pretty customary accessibility options equivalent to display screen reader help and AI-generated picture descriptions, Threads additionally presents translation help to allow customers to have interaction with content material in a number of languages.

Importantly, this function has been designed to be purposeful whereas remaining as unobtrusive as attainable. Threads posts will be robotically translated from the language wherein they’re written into the language that the viewer has set their account to.

As well as, in case you see a thread in a special language (and your language is offered to be translated into), you may simply click on the interpretation icon on the backside proper of the submit to rapidly and simply view the content material in your chosen language.

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What We Love: This translation function helps overcome language boundaries and makes Threads posts accessible to customers world wide — which is especially essential on condition that the Threads app is now accessible in additional than 100 international markets.

Block Phrases or Profiles

Lastly, some of the essential options to maintain any social media platform protected and helpful is the flexibility to dam content material that you simply don’t wish to see.

On Threads, there are a couple of key methods that you could filter out irrelevant or undesired content material out of your feeds.

First, you may specify phrases and phrases that you simply wish to hold hidden. Which means any replies to your threads that include these particular worlds might be filtered out.

What We Love: Whereas automated or rules-based content material tips are a significant baseline for security and useability, empowering customers to make their very own choices concerning the sorts of posts they do and don’t wish to see is a trademark of nice design.

As well as, you may unfollow, block, prohibit, and even report a profile.

For content material that you simply’re simply not taken with seeing, unfollowing or blocking might take advantage of sense, whereas for content material that is likely to be in violation of Meta’s Neighborhood Tips, reporting the offending profile can assist be certain that different customers are additionally saved protected.

Furthermore, any accounts that you simply’ve blocked on Instagram will robotically be blocked on Threads, too. You don’t have to fret about seeing content material from accounts that you simply’ve already determined you’re not taken with.

The place Threads Falls Brief

Regardless of these substantial strengths, Threads additionally falls brief in a number of key methods.

Beneath, we discover a number of of those flawed design selections, in addition to methods that might assist handle these shortcomings and enhance going ahead.


At first, whereas Meta has touted its dedication to making sure accessibility throughout its social media platforms, critics have commented that a number of of Threads’ design selections depart one thing to be desired from an accessibility standpoint.

Actually, accessibility skilled Paul Speller carried out an audit of Threads shortly after its launch, and he recognized a number of shortcomings associated to almost half of the accessibility standards he thought-about in his evaluate.

For instance, Speller’s evaluation discovered that Meta’s automated picture description generator struggled to precisely seize the intention behind many photos, that means that picture content material remained inaccessible to customers who depend upon a display screen reader.

The blue tick marks that point out verified accounts are additionally not represented with any type of alt-text, additional limiting accessibility for visually impaired customers.

Past points associated to making sure compatibility with display screen readers, the Threads design has additionally been criticized for failing to stick to different finest practices, equivalent to using high-contrast colours and the provision of transcriptions for audio content material.

In gentle of those challenges, Threads might profit from conducting a complete audit and making certain that their person expertise takes components equivalent to display screen reader compatibility, audio descriptions and transcriptions, and different accessibility finest practices under consideration.

Extreme Notifications

When designing any form of digital platform, it’s at all times difficult to strike the appropriate stability between offering helpful, participating notifications and avoiding annoying the person with infinite, unhelpful pings.

Sadly, some commenters have argued that Threads has fallen prey to this frequent problem, with too many pointless notifications enabled by default.

Particularly, whereas different profile settings are copied over from Instagram robotically, Threads has been criticized for forcing customers to manually reset notification settings from scratch. Meaning it’s possible you’ll end up getting a variety of alerts that you simply’ve already advised Instagram you’re not taken with seeing.

Furthermore, by default, Threads sends you a notification each time somebody in your community joins Threads.

Whereas this can be helpful in some instances, it’s a design selection that at the very least one observer dubbed a “basic darkish sample,” because it interrupts customers and deliberately pushes them to examine the app extra usually than they in any other case would.

To make sure, notifications are an essential function of most social media platforms. However in relation to optimizing an app design for useability and a optimistic person expertise, it’s important to keep away from overdoing it and drowning the person in extreme, unhelpful alerts.

Knowledge Safety

In response to Calli Schroeder, senior counsel and international privateness counsel for the Digital Privateness Info Middle, Threads gathers “a superb quantity [of data that] is just not needed for the app to perform.”

What precisely is Schroeder referring to? Threads can accumulate person information equivalent to sexual orientation, race and ethnicity, biometrics, union membership, being pregnant standing, employment, non secular beliefs, and extra. It might additionally accumulate information associated to customers’ well being and health, location, and net exercise.

And, as Schroeder explains, “Well being and monetary information, exact location, search historical past, shopping historical past, and extra usually are not wanted for a person to be on the app and are as a substitute used to create a extra hyper-personalized and focused expertise on the app or shared with and offered to advertisers.”

These information safety considerations are a significant a part of why Threads isn’t obtainable within the European Union, the place laws bar the gathering of this form of information for promoting functions.

However past limitations in particular markets, the gathering of a lot private information is an actual trigger for concern for customers from anyplace world wide.

To make sure a person expertise that’s not simply authorized but in addition actually protected and safe, it’s essential for tech corporations like Meta to make aware design selections that restrict pointless or unsafe information assortment practices.

Visibility into Trending Subjects

One of the well-known options of Threads competitor X is the hashtag: a clickable key phrase that permits customers to see comparable content material.

To this point, Threads has but to duplicate this key performance. Whilst you can embody a hashtag within the textual content of a submit on Threads, there’s no technique to create a purposeful, clickable hashtag, and there’s additionally no technique to view presently trending hashtags.

This shortcoming has been broadly criticized, and but there’s nonetheless no phrase that Meta intends so as to add any form of hashtag performance to Threads. In consequence, there’s no clear technique to view Threads posts by matter or achieve perception into the subjects or key phrases which are hottest in actual time.

Account Deletion

Lastly, some of the regarding design flaws in Threads is the dearth of potential to delete your account with out additionally deleting your Instagram account.

Whereas Meta seems to pay attention to the difficulty, there’s no indication of any forthcoming answer anytime quickly.

As a Meta spokesperson lately defined, “To make clear, you may deactivate your Threads account, which hides your Threads profile and content material, you may set your profile to non-public, and you may delete particular person Threads posts — all with out deleting your Instagram account.”

In response to Meta, Threads is powered by Instagram, so proper now, it‘s only one account. “We’re trying right into a technique to delete your Threads account individually,” the spokesperson stated.

Which means when you create a Threads account, there’s no technique to absolutely delete the account (and all the information Threads has collected from you) until you’re additionally keen to delete your linked Instagram account.

The Way forward for Threads

The spectacular early success of Meta’s Threads speaks to the sturdy design selections made by the Twitter competitor. From its simple onboarding expertise to intensive integrations, customization, and different essential options, Threads illustrates the significance of nice design to make sure customers keep engaged.

That stated, Threads isn’t with out its justifiable share of flaws and shortcomings. Critics have pointed to accessibility points, information safety considerations, and different essential limitations, all of which hamper the person expertise and should scale back the app’s long-term success.

In the end, solely time will inform whether or not Threads turns into yet one more flash-in-the-pan social media experiment or manages to actually keep viral.

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