All right, so we're going to talk about why the Threads launch was a masterclass in product marketing and so as of this recording, Threads came out basically three four days ago or so, and we're going to talk about why we thought the way they went about this is probably a template for how new apps will be launched in the future to slow down other social media platforms.

All right, so we're going to talk about why the Threads launch was a masterclass in product marketing and so as of this recording, Threads came out basically three four days ago or so, and we're going to talk about why we thought the way they went about this is probably a template for how new apps will be launched in the future to slow down other social media platforms.

And the big thing that they did, which was really really smart, they integrated into the community that they already had and they made it super easy to get mass distribution. That's why it was a genius move. It was, hey, we want to go after Twitter. We want their market if you end up just creating another social app. And I think they try to go after Twitter a few times, right Eric, and it never worked. And now they're just like, let's keep it simple. They don't even own threads dot com. It's threads dot net by the way, and they're just like, just make it where people on Instagram, which is one of their most popular apps that people are super engaged on, click a button and boom, they can end up popping up something that's similar to Twitter. And they knew that people who use Twitter, you know, yes, they use Instagram, they use Snap, they may use Facebook and LinkedIn, et cetera. They don't want to all in one app that does everything. They like the Twitter app for what it is, so they created something similar to that just does that because it already works, but they made it super simple and easy for anyone to onboard. And they also did it during a perfect time because a lot of people have issues not lot some people have issues with Twitter and the way Elon's running things. And I'm not saying that's right or that's wrong, but you can see a lot of interviews like him being interviewed by BBC and people complaining about Twitter, and I'm not saying he's doing a bad or a good job. So they did that to penetrate the market, and they said, hey, we're only going to do what's best for the users. Focus on product, make it where there's no ads or anything like that, giving users tons of engagement and all of a sudden mass adoption and it has the virality like no other app. It took CHADGBT five days to reach a million users and that was record breaking and in less than twenty four hours. I don't know what the numbers on threads was was it like thirty million or something like.

And the big thing that they did, which was really really smart, they integrated into the community that they already had and they made it super easy to get mass distribution. That's why it was a genius move. It was, hey, we want to go after Twitter. We want their market if you end up just creating another social app. And I think they try to go after Twitter a few times, right Eric, and it never worked. And now they're just like, let's keep it simple. They don't even own threads dot com. It's threads dot net by the way, and they're just like, just make it where people on Instagram, which is one of their most popular apps that people are super engaged on, click a button and boom, they can end up popping up something that's similar to Twitter. And they knew that people who use Twitter, you know, yes, they use Instagram, they use Snap, they may use Facebook and LinkedIn, et cetera. They don't want to all in one app that does everything. They like the Twitter app for what it is, so they created something similar to that just does that because it already works, but they made it super simple and easy for anyone to onboard. And they also did it during a perfect time because a lot of people have issues not lot some people have issues with Twitter and the way Elon's running things. And I'm not saying that's right or that's wrong, but you can see a lot of interviews like him being interviewed by BBC and people complaining about Twitter, and I'm not saying he's doing a bad or a good job. So they did that to penetrate the market, and they said, hey, we're only going to do what's best for the users. Focus on product, make it where there's no ads or anything like that, giving users tons of engagement and all of a sudden mass adoption and it has the virality like no other app. It took CHADGBT five days to reach a million users and that was record breaking and in less than twenty four hours. I don't know what the numbers on threads was was it like thirty million or something like.

That something, Oh, it's like fifty to twenty four hours, and then seventy two it's it's more than seventy two million.

That something, Oh, it's like fifty to twenty four hours, and then seventy two it's it's more than seventy two million.

Now, yeah, it's a ridiculous amount. I don't know if anyone el will be able to beat that number in a very long time.

Now, yeah, it's a ridiculous amount. I don't know if anyone el will be able to beat that number in a very long time.

Yep. So a couple of things here, Like so from a product standpoint, when you try to search for threads inside of Instagram search, there's actually like a ticket that you can see, right, you click on the ticket and then this like ticket pops. It kind of looks like an NFT because they were getting into the NFT space, right, It's like this NFT thing and then you click on it. The cool thing is they understood, they understand what their users want. So for Instagram, what other people want. Well, if you have the blue check mark, you got to show off your status, right, so your blue check mark still shows in the threads. And then the other thing is they reserve your username, so you can claim your username because people want to hang on to the same thing. It's the right move in social right now. The other I mean obviously siphoning users over and saying making it very easy to say, hey, like this Threads thing is is available. There's a badge for people too, so people can click on it. That is, they just made it very simple to kind of pour it over. And the other thing I would say is, I don't know if you noticed this, Neil, but when you scroll through Threads, there's a lot of people that you don't follow and you see a plus next to their name. And I just noticed that this morning. I was like, Oh, it's way easier to follow and get followed. And so what happens is it incentivizes you to create more content because if you create more content, there's more chance for people to hit the plus. And so it's actually a smart loop that they've created there, which I haven't seen before.

Yep. So a couple of things here, Like so from a product standpoint, when you try to search for threads inside of Instagram search, there's actually like a ticket that you can see, right, you click on the ticket and then this like ticket pops. It kind of looks like an NFT because they were getting into the NFT space, right, It's like this NFT thing and then you click on it. The cool thing is they understood, they understand what their users want. So for Instagram, what other people want. Well, if you have the blue check mark, you got to show off your status, right, so your blue check mark still shows in the threads. And then the other thing is they reserve your username, so you can claim your username because people want to hang on to the same thing. It's the right move in social right now. The other I mean obviously siphoning users over and saying making it very easy to say, hey, like this Threads thing is is available. There's a badge for people too, so people can click on it. That is, they just made it very simple to kind of pour it over. And the other thing I would say is, I don't know if you noticed this, Neil, but when you scroll through Threads, there's a lot of people that you don't follow and you see a plus next to their name. And I just noticed that this morning. I was like, Oh, it's way easier to follow and get followed. And so what happens is it incentivizes you to create more content because if you create more content, there's more chance for people to hit the plus. And so it's actually a smart loop that they've created there, which I haven't seen before.

And another thing that most people don't talk about with Threads is they're not available in every region. But this is why I still think it was amazing launch that they ended up doing. Most companies, when they launch a product, they want everything to be perfect. Your product, your marketing is never going to be perfect. Now is the best time? Is better to get something out now and learn from it, then just wait forever before you get something out. But the key here that a lot of people get wrong with the marketing is whatever you release that works now, even if it's not perfect, whatever is available has to be great, so you can't just release crap and expect people to adopt. You don't have to have every feature that people want, but the features you do have have to work seamlessly and really great. And I don't know if you remember the Facebook rule back in the day. If you can't feed a team on a pizza, you got too many people.

And another thing that most people don't talk about with Threads is they're not available in every region. But this is why I still think it was amazing launch that they ended up doing. Most companies, when they launch a product, they want everything to be perfect. Your product, your marketing is never going to be perfect. Now is the best time? Is better to get something out now and learn from it, then just wait forever before you get something out. But the key here that a lot of people get wrong with the marketing is whatever you release that works now, even if it's not perfect, whatever is available has to be great, so you can't just release crap and expect people to adopt. You don't have to have every feature that people want, but the features you do have have to work seamlessly and really great. And I don't know if you remember the Facebook rule back in the day. If you can't feed a team on a pizza, you got too many people.

It's Amazon.

It's Amazon.

Is the Amazon two pizza teams?

Is the Amazon two pizza teams?

Yes, Jeff Basis things two pizza teams.

Yes, Jeff Basis things two pizza teams.

I thought that was an Amazon thing. So Facebook, I thought it was a Facebook thing. And Eric would know more. He reads textbooks much more often than I do. But either way, it was amazing what they did and the features they did release. It was a great job. They didn't need a lot of people working on it. They got it out fast. It was so effective that you even see that Twitter is now suing Meta over threads when they didn't hire any ex Twitter employees to steal anything.

I thought that was an Amazon thing. So Facebook, I thought it was a Facebook thing. And Eric would know more. He reads textbooks much more often than I do. But either way, it was amazing what they did and the features they did release. It was a great job. They didn't need a lot of people working on it. They got it out fast. It was so effective that you even see that Twitter is now suing Meta over threads when they didn't hire any ex Twitter employees to steal anything.

Yeah, even though they claim they hired a lot of ex Twitter employees. So we'll see how that plays out, but I don't think that's going to really have legs. So two key things that we're calling out here. So one, Threads is extremely simple. There's not a lot of trending topics right now. There are no ads right now, there are there's not a lot of bells and whistles right It's just very simple, and so you launch with simplicity. And also to Neil's point, there's a fomo aspect right now where it's available in the US. Everyone's talking about in the US, oh my god, oh my god, seventy two million users or whatever. All the people in Europe want it. And I did a little poll the other day. I was like, how many of you are enjoying threads?

Yeah, even though they claim they hired a lot of ex Twitter employees. So we'll see how that plays out, but I don't think that's going to really have legs. So two key things that we're calling out here. So one, Threads is extremely simple. There's not a lot of trending topics right now. There are no ads right now, there are there's not a lot of bells and whistles right It's just very simple, and so you launch with simplicity. And also to Neil's point, there's a fomo aspect right now where it's available in the US. Everyone's talking about in the US, oh my god, oh my god, seventy two million users or whatever. All the people in Europe want it. And I did a little poll the other day. I was like, how many of you are enjoying threads?

Yes?

Yes?

No, whatever is this going to?

No, whatever is this going to?

You know?

You know?

Are you going to be using it more? And then my third option was I don't have access to it yet, and I think thirty to forty percent of people put I don't have access to it yet, so it's just going to get bigger. And I like it. I mean, I like the simplicity, I like how it feels very kind and there aren't a lot of bots. It's not very spammy right now. That will probably change in due time. But enjoy it why you can and again, I would really listen to this one. The key thing here is, first, let's say in the future you have some distribution on whatever it is doing, and you're trying to splinter something out. I think looking at how they went about this launch might give you some ideas as to how you want to play your product launch, your new product launch to be specific, anything else, Neil, Nope, that's.

Are you going to be using it more? And then my third option was I don't have access to it yet, and I think thirty to forty percent of people put I don't have access to it yet, so it's just going to get bigger. And I like it. I mean, I like the simplicity, I like how it feels very kind and there aren't a lot of bots. It's not very spammy right now. That will probably change in due time. But enjoy it why you can and again, I would really listen to this one. The key thing here is, first, let's say in the future you have some distribution on whatever it is doing, and you're trying to splinter something out. I think looking at how they went about this launch might give you some ideas as to how you want to play your product launch, your new product launch to be specific, anything else, Neil, Nope, that's.

It all right.

It all right.

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Please don't forget to rate, subscribe five stars please. And then the next Marketing You mastermind happening in Beverly Hills August seventh to the ninth. You can register levelingop dot com slash founders with an S and we're going to be talking about AI stuff, M and A stuff, going to be talking about TikTok stuff as well, and hiring great employees and building eight figure businesses sorry without employees actually. So that is it for today and we'll talk to you later