Instagram's CEO, Adam Mosseri, has expressed concerns about the risk of making Threads, Instagram's new social media platform, a standalone app. While the decision to create a separate app was a contentious one internally, Mosseri believes that the "post and comment model" of Instagram's feed does not support public discourse like Twitter does. Additionally, creating a separate tab for Threads would overcomplicate the platform.
However, Mosseri acknowledges that launching Threads as a standalone app could make it challenging to attract new users. He believes that a separate app is less likely to succeed because it requires building a user base from scratch. Nevertheless, if successful, the upside could be significant.
Threads offers users more space for public discussion under a standalone structure, ensuring that Instagram remains primarily a photo-sharing platform. Mosseri sees this as a high-risk bet that could help the company evolve quickly.
Instagram spokesperson Christine Pai emphasizes that a separate app is necessary to maintain Instagram's visual sharing focus. Threads was designed as a standalone app for text updates and conversations, providing a separate space for creators and public figures to share timely updates and engage in discussions.
The launch of Threads coincides with Twitter users seeking alternative platforms following Elon Musk's takeover. Mosseri sees this as an opportunity, noting that the volatility and unpredictability of Twitter's recent changes might leave an opening for Threads to compete in a difficult space.
Threads appears to be making progress in courting new users, with 30 million sign-ups within hours of its launch. However, only time will tell if it will be as successful as Mosseri hopes. He emphasizes the need to give the separate app a real chance, rather than abandoning it after a short period.
In conclusion, Instagram is taking a risk with the launch of Threads as a standalone app. While Mosseri acknowledges the potential challenges in attracting new users, he believes it is a necessary step to support public discourse and evolve as a company. The success of Threads remains uncertain, but early sign-ups indicate some promise.