Instagram Threads & the TikTok Quadrant Over the last week, I’ve been trying to make sense of Instagram Threads, and what is the play here ? At first impressions, it looks like a clone of Twitter, but let’s peel the onion further. Our content consumption pattern has evolved in waves. Initially, we consumed content from followed accounts in chronological order. Subsequently, Facebook overhauled content serving methodology by prioritizing content based on engagement. Ultimately, TikTok took this a notch higher by mining its vast content library to serve users with the most engaging content, irrespective of their following. This TikTok-led paradigm shift presents a goldmine opportunity in the realm of written content. Instagram Threads appears to be Meta's attempt to claim this void, leveraging Instagram's network to overcome the initial follower scarcity common to new platforms. However, the assumption that one’s Instagram connections would generate riveting thread content could be its undoing, as interaction patterns differ across platforms. In this fascinating race, Artifact, a news and article curation app by Instagram’s founders, seems to be the dark horse in this race whom I'm backing. It combines algorithm-based curation with engaging discussions around articles, offering a fresh social graph. The race to dominate the TikTok quadrant for written content is on, setting the stage for a captivating social media evolution. I've explored Instagram Threads and built a framework to understand social platforms in some detail. Give it a read and let me know your thoughts.