Threads is in the early days of the social media enshittification cycle. That’s why it’s so great—for now

The goal now is to attract users by the hundreds of millions, so Facebook is making Threads great for users. And it’s working—Threads is, indeed, a great place.

For now. But soon, Facebook will pivot to wanting revenue from Threads, and so Threads will become great for advertisers and steadily worse for users.

Then once all the advertisers and the users are locked in, Threads will become shitty for everybody but Facebook itself. Enshittification will be complete.

We saw this happen with the Facebook blue app. It happened with Instagram. And it’ll happen with Threads.

Until then, sure, I’ll use Threads. Why not? But I’m not getting settled in.

Mitch W @MitchW