It feels like 2009 again. You’re snuggled in bed on an overcast morning, and scrolling through a feed where people are talking about their favourite monsoon snacks and koala facts; leaders are sharing memes, trolling in good faith; punny jokes are being made about followers being called ‘thread counts’.
It’s not an unfamiliar feeling, but it is one that’s been pushed into the nostalgia bin for a while. A scroll-through feed that makes you smile—it’s familiar yet fresh, and dare we say… smells like hope?
Meta’s Threads looks just like Twitter, icons and all. It’s a leaf right out of Meta’s playbook: Duplicate and they will come. And come they did. Threads crossed 2 million signups in two hours; 5 million in four—and this is before the West has woken up to the new app. Signing up is inordinately easy if you have an Instagram account. One click and you’re in. Another click, and you’ve automatically populated your feed with everyone that you follow on Instagram.