[Hyung-ju Heo Column] Why Is Meta Launching a New SNS 'Threads'?

[Heo Young-ju's Creator World]
Convenient and lightweight communication platform
Social media with a human touch

The social media platform where I upload the most posts these days is Meta's 'Threads'. When I say I use Threads, people react with, 'Who uses that? Why are you using something that doesn't make money?'

That's true. In an era where SNS is monetizable, everyone is engaging in personal branding and utilizing SNS to earn money. From that perspective, using Threads might seem incomprehensible. Especially since it's not an app with huge buzz like it was during its initial launch.

Despite knowing that, I keep finding myself drawn to Threads. Why is that? I've considered my own reasons and also asked Threads users directly. Why do they use Threads? What are the differences between Threads and other social media platforms? What's the future of Threads?

First, my own opinion on why I use Threads is simply because it's 'convenient'. Instagram feels too heavy to upload and edit photos and posts. It doesn't feel like casually sharing my daily life on social media; it feels like writing a product page, which is tiring.

TikTok requires you to carefully plan and shoot videos. You even need to put on makeup before filming, which takes up a lot of time and energy. But Threads is light. You can just casually post whatever you want to say.

Especially as an influencer, I find it difficult to freely post anything on social media anymore. For me, Threads is a breath of fresh air where I can post freely, regardless of the number of likes. Sometimes, I get tired of social masks and just want to say whatever is on my mind. In those moments, Threads is the best platform.

Another reason is that the interaction between users is very good. On Instagram, personal information is abundant, and personas are established, making it cautious to leave comments. However, in Threads, many people use anonymity, and there are more posts about sharing their thoughts than posts related to personal information, leading to a lot of comment interactions.

When I posted on Threads this week asking for help with writing a column about it, I received 55 likes but 37 comments. More than half of those who liked the post also wrote thoughtful comments. This level of interaction is difficult to experience on any other platform. A place with strong two-way communication—that's why I use Threads.

When I asked my 'Thfriends' (meaning Threads friends) why they use Threads, they responded like this: "I just want to say whatever I want without worrying about personal branding!" "In a place that feels like a red ocean everywhere, it gives me the hope to start anew." "I can see different perspectives when I post text or videos." "It's a place where I can find stories worth reading, unlike other media that focuses on showy images and videos." "I want to feel lighter. I'm a bit tired of Instagram's platform for showing off." "It's the only SNS without ads yet." "It's still in its early stages, so it's not tainted." "It feels human."

Summarizing the reasons why my Thfriends use Threads, we can say: 1. Lightness 2. No ads 3. Diverse opinions 4. Human touch 5. Blue ocean.

What are the differences between Threads and other platforms? If I were to pick the three biggest differences in my opinion, they would be 1. Informal language culture 2. Posts can't be edited after 5 minutes 3. Freedom.

Firstly, people mainly communicate informally on Threads. Using informal language creates a friendly atmosphere, which leads to free communication. Also, the inability to edit after 5 minutes prevents excessive censorship, which also contributes to freedom. Ultimately, the distinguishing feature can be summarized as 'freedom'.

Finally, what is the future of Threads? In my opinion, it will likely become a 'kinder version of Twitter'. Twitter has a strong color to it. It's overly anonymous, making it even more blunt, while Threads is somewhere in between anonymity and real names, Instagram and Twitter, giving it a slightly more emotional feel. Just like how Reels, when it first came out, was thought to be the same as TikTok but developed its unique culture, Threads, though similar to Twitter, will develop its own unique culture.

What do my Thfriends think about the future of Threads? The funniest comment among many replies was, "Women will strip, and men will post their car keys." This was a comment predicting that it will become sensationalized to gain followers, like Instagram. Another prediction was that it will become more commercial as the number of users grows.

Other opinions included predictions that it will stabilize well because it's different from Instagram, and predictions that it will fizzle out within a year. There were also opinions that it will survive if it appeals to advertisers, and finally, a heartwarming opinion that 'more human people will join'.

The final opinion made a lasting impression on me. Reality is already bleak, and social media is becoming increasingly commercial, making it hard to find a human touch.

Instagram is filled with posts that are designed to 'sell' rather than simple human 'stories'. I find it exhausting to look at. I think Meta created Threads to offer a 'new space' to capture those users who have become weary of this, and to prevent them from leaving. Of course, there's also likely a motive to take over the struggling X (Twitter).

Threads has only been out for 5 months. Europe launched Threads 3 weeks ago. It's still in its early stages, so predicting the future is difficult. However, if you want to experience the pure communication of early social media, please join Threads now. Come to Threads, all you who miss the human touch.

※ The author of this article is me, and this is a reposted article from Woman Economy Newspaper.