Threads may be unravelling.

Threads, Meta’s foray into text-based social networking, emerged as a potential alternative to Twitter, aiming to offer a safer and more controlled environment for user interactions.

However, this pursuit of safety and broad appeal has sparked discussions about whether Threads has become overly cautious, potentially stifling the vibrant discourse characterising dynamic social platforms.

A Controlled Environment

From its inception, I was pretty keen on Threads. (In fact, I was user #9061). Meta always positioned it as a platform prioritising user safety and content moderation. The platform even went as far as to offer financial incentives for positive content. 

This approach was intended to create a space free from the vitriol and harassment that often plague other social networks, such as hate speech, cyberbullying, and misinformation. While this is a commendable goal, some users have found the environment overly sanitised, leading to perceptions of dullness and a lack of engagement. 

Critics argue that in its effort to maintain a safe space, Threads may have inadvertently suppressed the spontaneity and robust discussions that attract users to social platforms. 

As noted in The Guardian, some users have described Threads as “deathly dull,” lacking the dynamic interactions found elsewhere. 

Data Collection and Privacy Concerns

Beyond content moderation, Meta’s data collection practices have given me pause. The platform’s terms grant Meta extensive rights over user content, including the ability to “host, use, distribute, modify, run, copy, publicly perform or display, translate and create derivative works.” 

Threads collects a wide array of personal information, from health and financial data to browsing history and location information. This extensive data harvesting has led some experts to label Threads as one of the least privacy-friendly social media platforms, collecting 50% more personal data than its competitors. 

Such practices may deter privacy-conscious users, undermining the platform’s appeal to a broader audience.

Balancing Safety and Vibrancy

The challenge for Meta is balancing creating a safe environment and fostering the open, sometimes messy, conversations that make social media engaging.

While stringent content moderation can protect users from harmful interactions, it can also lead to perceptions of censorship and limit the diversity of viewpoints.

Additionally, the platform’s integration with Instagram also means that deleting your Instagram account will also delete your Threads account.

Final Thoughts 

Threads’ commitment to safety and broad appeal is indeed a double-edged sword. While it creates a controlled environment free from certain negative behaviours, it risks alienating users seeking the unfiltered and spontaneous interactions that define other platforms.

Coupled with extensive data collection practices, the platform faces the challenge of balancing safety, privacy, and user engagement. Achieving this equilibrium is crucial to evolve into a vibrant social media platform that resonates with a diverse user base.

BONUS: Hot Tea

I’ve quit Threads. Yep, user #9061 and I’m out. Amongst the Sam Kerr outrage earlier this year, I tried to post “👏👏👏” on a Thread of hers in congratulations… not only would the post not go through, I was then banned for two weeks from posting or commenting on the platform.

What in the moderation?!

I was already struggling to keep up with Threads, BlueSky and Twitter (yes, I’m an addict and still on Twitter). I was iffy on the platform after going viral for a post about cover letters (see below) and getting death threats in return, and this ban gave me the boost I needed to drop it, and Threads was out. To be honest, I don’t miss it at all, and I haven’t looked back.

View on Threads

Like what you’ve read? Want me to speak to your team about personal branding? Get in touch!