The news: Instagram's new Threads app, which aims to compete with Twitter, briefly went live on the web today, giving users a sneak peek before its official launch in the U.S. and U.K. on Thursday. Details: The interface was basic, allowing users to like, comment, repost, and share content, and directing them to download the mobile apps for iOS and Android. Threads, which combines elements of Instagram and Twitter, will also allow users to sign in using their Instagram credentials. It also will automatically transfer a user's followers, handle, bio, and verification to the new app, drawing from Instagram's sprawling base of more than 2 billion users. What brands should care: Instagram's new app could also potentially siphon away ad spending from Twitter, which already experienced a 40% drop in YoY global ad revenue at the start of the second quarter. Meta has also said that Threads may be compatible with Mastodon, hosted on the decentralized network ActivityPub, potentially drawing more users to that social media service and away from Twitter.
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