The online world has been swept up in a whirlwind of activity recently, and no, it’s not related to the launch of ChatGPT. This time, it’s Mark Zuckerberg’s new venture, the Threads app, at the center of the storm.
Initially viewed skeptically by some, the app has taken the digital space by storm, registering more than 10 million users in the first 90 minutes of launch. The tally has since skyrocketed to 75 million, as confirmed by Zuckerberg himself.
Ease of use and the fear of missing out (FOMO) appear to have driven the app’s spectacular rise. With Threads, an Instagram account doubles as an entry ticket.
Existing Instagram users found their Threads profiles ready-made for them, with a click needed to import their followers, profile settings, picture, and bio.
This intuitive design, however, masks a host of ‘Dark Design Patterns’ – strategies designed to manipulate and influence user behavior.
For instance, think about Uber’s persistent prompts to continue searching when you try to cancel a ride, or the labyrinthine process to unsubscribe from Amazon Prime. These are classic examples of dark design patterns in action.
Threads is no exception, with at least 11 of these coercive practices identified in its user interface. Below, we outline a few such patterns identified so far:
To create a Threads account, users must log in via Instagram. This link ensures the continued presence of users on both platforms. If you’ve abandoned Instagram, accessing Threads becomes problematic.
Attempting to delete Threads equates to deleting your Instagram as well, according to the app’s settings panel. This, in effect, discourages users from leaving.
You can ‘deactivate’ your Threads account, but your data will remain on Meta’s servers, still linked to your Instagram.
On Instagram, users were given a QR code for their pre-created Threads account, easing the transition. A downside to this convenience is if your Instagram gets hacked, so does your Threads account.
Instagram promotes Threads by making it easy to share its content as a post, story, or direct message. This tactic helps Threads expand quickly, potentially trapping more users.
The Threads app mirrors your Instagram profile settings but requires manual resetting of notifications. Expect to be pinged every time a contact joins Threads, a dark pattern designed to keep you glued to the app.
Threads mirrors all your Instagram data, providing Meta with another avenue for advertising. Even though Threads currently lacks ads, don’t be surprised if Instagram starts showcasing ads related to your Threads discussions.
Threads collects an astonishing amount of personal data, from health and financial details to location. The European Union’s stringent data gathering laws have led to the app being unavailable in the region.
Threads content can only be fully viewed by its users. Instagram followers get a snippet, a tactic designed to lure them into signing up for the full view.
Unlike Twitter and Instagram, Threads lacks a desktop website, forcing users to install the app, which then continues to gather data on you.
Despite its booming user base, the Threads app has raised serious questions about digital manipulation and data privacy.
It is imperative for users to remain vigilant about the practices and the implications these new apps utilize and what that may cost you down the road.
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