Creating the “Federated Universe”! What are Threads’ ambitions?
Have you Threads-ed today?
Threads, the new social platform from Meta, Instagram’s parent company, launched in July 2023 and within just seven hours, attracted tens of millions of users.
As Threads celebrates its one-year anniversary, its monthly active users have surpassed 175 million. But according to Meta’s plans, Threads is more than just a platform for posting or viewing memes and political posts. Threads leverages a communication protocol called “ActivityPub,” allowing users to interact across platforms, forming what’s known as the “Fediverse.”
Currently, users over 18 with public accounts can access the Fediverse beta, sharing their content across preferred servers and publishing posts across platforms.
What’s special about cross-server and cross-platform? First, let’s understand the significance of “ActivityPub.”
Threads, Meta’s new social platform launched under the name “Threads,” attracted tens of millions of users within seven hours of its launch.
ActivityPub Protocol Enables Data Mobility
“ActivityPub” is a protocol standard established by the World Wide Web Consortium (W3C). Its primary function is enabling different servers to communicate with each other, allowing users to carry their data between servers, including lists of people they follow or their fans.
Thus, through the ActivityPub protocol, users can control their data, content, and audience, and carry them to any platform, ensuring “portability.” This means when users visit new social platforms supporting ActivityPub, they don’t need to re-follow friends or celebrities. This data “portability” sets it apart from platforms like Facebook, Twitter, or YouTube.
This “open social network” characteristic also means that social applications built on this protocol are interoperable. Besides sharing data like follow and fan lists, users can view or share posts on any platform supporting ActivityPub, creating an interconnected Federated Universe.
Through the ActivityPub protocol, users can control their data, content, and audience, and carry them to any platform.
Interconnected Federated Universe
Fediverse, fundamentally a network of servers forming a social network universe, where each server operates independently but can communicate with other servers in the Federated Universe using the same communication protocol. This includes sharing posts, messages, user information, and more.
Adam Mosseri, head of Instagram, mentioned in an interview with external media that the benefit of data interoperability in the Federated Universe is that even if someone wants to leave the Threads platform, they can still take their fans and content with them.
Another improvement in social media is breaking down content consumption barriers. For instance, to view posts or photos on Facebook, Instagram, or Twitter, you might need to set up a new account. However, with Fediverse interoperability, you can read and share content on any compatible system.
If users downloaded the Threads app last year and linked their accounts, they can see “threads.net” next to their username on their personal page. Clicking on it reveals a message: “Soon you’ll be able to follow others on Mastodon and other Fediverse platforms and interact with them. They can also find you using your full username (e.g., @Thread username @threads.net).”
“threads.net” next to the username on Threads’ personal page indicates upcoming interoperability features.
Users over 18 with public accounts can access the Fediverse beta, but each universe operates independently. Once a post is published on a platform outside Meta’s umbrella, Meta loses control and management rights.
Additionally, many users wonder if ActivityPub will make Threads a decentralized platform.
While ActivityPub itself is a decentralized, open network social protocol, Threads remains an application controlled by Meta. Even though users can carry their data with them, Meta still collects personal information when using Threads.
Will the advertising onslaught come next?
Threads, combined with the ActivityPub protocol, will change how people use social networks. Besides individual users, businesses are seeing new marketing and advertising opportunities on Threads.
Threads’ compatibility with decentralized social media app Mastodon provides a unique opportunity for the cryptocurrency industry’s marketing efforts. For communities valuing peer-to-peer relationships and decentralized operations, this is a crucial platform feature.
Unlike traditional social platforms, Threads’ algorithm expands reach and influence, offering cryptocurrency marketers advantages in reaching potential investors and enthusiasts. Moreover, Threads’ rapid user adoption upon launch bodes well for marketing operations.
Gary Vaynerchuk, a prominent figure in the cryptocurrency community, noted Threads’ launch differs from other social networks seen over the past 20 years. He believes Threads presents better operational opportunities due to its community directly from Instagram.
Additionally, although Threads currently lacks advertisements, considering Meta’s other platforms like Reels or Stories, which initially had no ads, eventually introduced them. If Threads hosts advertisements in the future, it could significantly benefit marketers.
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Source:
The Verge, BeInCrypto, CoinDesk
Proofreading Editor: Gao Jingyuan