SOCIAL
Instagram Confirms that its Shutting Down its Separate ‘Threads’ Messaging App
In news that will surprise absolutely no one, Instagram has confirmed that it’s shutting down its standalone messaging app ‘Threads’, which it launched back in 2019, essentially as a Snapchat alternative for connecting close friends.
As you may or may not recall, Threads is a messaging app which was initially designed for maintaining connection with your Instagram inner circle, facilitating text, photo and video sharing among only those included on your Instagram ‘close friends’ list.
But then, in October last year, Instagram announced an update to Threads to include all of your Instagram messages, not just those from close friends, which essentially made it just like every other messaging app. The only variance with Threads now is its ‘auto-status’ option, which allocates an emoji status update for each user without them having to manual input such, by making an assumption of what each user might be up to at any given time based on their location, their movement, their phone’s battery level, etc.
So there’s not really much reason for people to be opening a separate messaging app, especially now that all of their Instagram and Messenger chats are already integrated, streamlining connection in two of its most popular messaging options (which WhatsApp also coming soon).
As such, it makes sense for Instagram to shut down Threads, which it’s now confirmed to TechCrunch amid various rumors online.
As per Instagram:
“We know that people care about connecting with their close friends, and we’ve seen this particularly over the past few years with the growth of messaging on Instagram. We’re now focusing our efforts on enhancing how you connect with close friends on Instagram, and deprecating the Threads app.”
Instagram further notes that it will be looking to bring the ‘fun and unique features’ of Threads to the main Instagram app, which will likely, eventually, include its auto-status option.
As spotted by app researcher Alessandro Paluzzi, Instagram is already working on this, and while this initial prototype doesn’t denote auto status as yet, that seems, logically, where it’s headed, which would essentially negate the need for Threads entirely.
It’s unlikely that the app is going to be missed by many.
In its first month after launch, Threads reached around 374k downloads, which is significantly down on Instagram’s previous standalone apps, like IGTV and Boomerang, while a look at the app’s performance on the App Annie charts since then suggests that Threads has struggled to gain any significant traction ever since. It’s likely that Threads has fewer than 100k users right now – and again, with Meta looking to integrate its messaging options, and facilitate more cross-app sharing, the existence of Threads really runs counter to the broader focus, pointing to its demise.
Instagram says that Threads will no longer be supported by the end of December, with alerts being issued to users in the coming weeks.
If you’re one of the few Threads users, it’s time to revert back to IG proper, or find another alternative for your close group chats (like, say, Snapchat).
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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