You could chat with friends or other people on IG, and you could use your Instagram’s Close Friends feature to share videos of yourself or stuff around you with your immediate social circle. In a way, it was pretty much a stripped-down version of IG that just had a camera, AR filters, and DMs… exactly like Snapchat. This Threads app was also tied inextricably to your IG. Today, Facebook is launching Threads from Instagram, a new camera-first messaging app that helps you stay connected to your close friends. ![]() Just DMs and AR filters… or simply, a Snapchat clone. Seeing this, Mosseri-led Instagram decided that this was worthy of a new app entirely. People loved using IG’s filters too, but instead of mass-publishing their content on stories or on their profile, they were much more comfortable sharing it with 3-4 tight-knit friends instead. Nobody was tagging friends in posts anymore – they were simply sharing posts and memes with their close friends, creating a microcosmic network in the messages section rather than in the actual home feed. The team realized that as IG was slowly descending into irrelevance (this was before Reels were a thing), people were mainly using the app to DM each other rather than to actually view content. I barely remember it too, but it was Instagram’s way of making the network more social again. ![]() It sure sounds surprising, but not many people will remember Threads from back in the day. Here’s what the original Threads app was all about, why it failed, and more importantly, what it says about Zuckerberg and Meta’s culture of innovation and stealing ideas. Yes, “Threads from Instagram” was an app that launched in October 2019, but shut down in 2021 following just thousands of downloads and an abysmal performance. Before Zuckerberg launched the world’s most exciting and fastest-growing social media app, he struggled to make Threads relevant.
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