The release of Instagram’s new app, Threads, resulted in an unexpected surge of downloads for another app with the same name. Threads, a Slack alternative that has been available since 2019, experienced a significant increase in downloads, with over 880,000 downloads on iOS between July 6th and July 12th. This sudden boost in popularity propelled Threads to become the 52nd most downloaded app globally on the App Store. The app even managed to secure a place in the top 10 in several European Union countries, including Germany, Spain, and Italy. Interestingly, this surge in downloads could be attributed to the unavailability of Instagram’s Threads in the EU, leading users to seek out alternative options. Meta, the parent company of Instagram, has taken measures to block EU users from accessing Threads through VPN services.
Furthermore, the increased attention on Threads also had a positive impact on the app’s website. As Meta owns threads.com, the Slack alternative witnessed a significant increase in traffic to its website. To avoid any confusion, Threads added a badge to its front page explicitly stating that it is not associated with Instagram. Similarly, the company’s profile on Twitter includes a disclaimer clarifying its lack of affiliation with Meta. Although it is not uncommon for companies to share the same branding, the situation with Threads and Instagram is quite amusing, considering that Threads, the workplace chat app, was co-founded by Rousseau Kazi, a former Facebook product manager. Additionally, Meta itself previously operated another app, also named Threads, adding to the confusion surrounding the name.
This incident highlights the lack of originality in Silicon Valley, where multiple companies often adopt similar names. For example, there are numerous companies called Lightyear, including Lightyear One, a sustainable mobility company, Lightyear Learning, an education platform, and two separate companies named Lightyear Cloud. These coincidences can lead to confusion for consumers and highlight the need for unique branding in the tech industry.
The unexpected popularity of Threads demonstrates how a well-known brand’s new release can inadvertently boost the visibility and success of a lesser-known app with a similar name. It also emphasizes the importance of addressing branding and naming conflicts to avoid confusion among users and ensure a seamless user experience.
In conclusion, the release of Instagram’s Threads sparked a surge in downloads for Threads, a Slack alternative app that has been available since 2019. This unexpected increase in popularity pushed Threads to become one of the most downloaded apps worldwide and prompted Meta to block EU users from accessing Threads due to the unavailability of Instagram’s version in the region. The incident also brought attention to the lack of originality in Silicon Valley, where multiple companies often adopt similar names. It serves as a reminder of the importance of unique branding and addressing naming conflicts to provide a clear and distinct identity for each product or service.
