Threads
A text-based social app from Meta built on top of Instagram.
Threads borrowed Instagram's and Meta's reach and passed ChatGPT as the fastest-growing app at launch. Sources split on the result: Spiegel credits its distribution answer, while Lochhead says it faded after the spike as a better copy of Twitter and expects Meta to write off over $1 billion. Lesson: distribution gets you a launch, but a new problem or angle keeps users, and advertiser revenue may matter more than activity.
- Built on top of Instagram
- Used Meta's existing reach
- No audience built from scratch
- Spent billions on subsidies
- Paid both viewers and creators
Different routes, both solved distribution
From Evan Spiegel on distribution
What was said about Threads
Threads solved distribution by riding Meta's existing products. Threads, a text-based app built on top of Instagram, reached users through Meta's existing reach instead of building an audience from scratch. Evan Spiegel names it, with TikTok, as one of the only two recent consumer successes besides Snapchat, and says both figured out distribution.
TikTok took a different route and spent billions to subsidize both viewers and creators. Spiegel's point is that most consumer teams focus on whether they built the right product and spend too little time on how people will find it. His advice is to plan the distribution route as early as the product. Quote: "People don't spend nearly enough time thinking about distribution and figuring out distribution."
Oct 3, 2013 article announcing Snapchat Stories, framed as a potential Facebook News Feed competitor.
How to win when software is not a moat | Evan Spiegel (Snapchat CEO)
Solved distribution by borrowing Meta's existing reach. It is the other recent consumer hit with a clear distribution answer.
Threads solved distribution by riding Meta's existing products. Threads, a text-based app built on top of Instagram, reached users through Meta's existing reach instead of building an audience from scratch. Evan Spiegel names it, with TikTok, as one of the only two recent consumer successes besides Snapchat, and says both figured out distribution.
TikTok took a different route and spent billions to subsidize both viewers and creators. Spiegel's point is that most consumer teams focus on whether they built the right product and spend too little time on how people will find it. His advice is to plan the distribution route as early as the product. Quote: "People don't spend nearly enough time thinking about distribution and figuring out distribution."
Oct 3, 2013 article announcing Snapchat Stories, framed as a potential Facebook News Feed competitor.
How to become a category pirate | Christopher Lochhead (Author of Play Bigger, Niche Down, more)
It had huge distribution and a top brand, was billed as a Twitter killer, and passed ChatGPT as the fastest-growing app at launch. It then faded after the spike because it copied a solved problem, and Lochhead expects Meta to write off over a billion dollars.
Picking sharp problems, increasing virality, and unique product frameworks | Oji Udezue (Typeform)
It can beat Twitter by winning on revenue rather than activity. Advertisers already know Facebook's marketplace, so it is easy for them, and that money funds more investment.
The ultimate guide to Martech | Austin Hay (Reforge, Ramp, Runway)
It may get its own advertising API or be folded into the existing Meta and Facebook setup, which raises the question of who reports results.
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