Threads was launched as a digital haven X’s refugees, and millions of users are already sharing their daily moments on Meta’s text-based platform. Now, according to Instagram head Adam Mosseri, the platform is set to introduce a Threads API.
History has shown us that unregulated API access can have dire consequences for user experience and the organic feel of a social media platform. Just as API access once did for X, as it does for Linkedin, an API could open the floodgates for growth hackers, ultimately eroding trust and patience among Threads users.
Like any tech company, Meta wants to empower developers to build integrations for their ecosystem. A well-executed API could enhance user experience, foster creative expression, and deepen connections through third-party apps and services.
But opening up an API isn’t always plain sailing. The misuse of X’s API by growth hackers resulted in a cascade of issues: spam, misinformation, bot armies, and an overwhelming noise that drowned out the voices of genuine users.
X ultimately lost its organic feel, due - in part - to its new owner's petulance, and in part to unchecked growth hacking exploits. The erosion of trust and patience among users led to a decline in authentic interactions and an abundance of automated content. Users began to lose faith in the platform's ability to foster meaningful connections and engage with genuine individuals.
Responding to this - and in the pursuit of a regulated API - X destroyed their entire third-party ecosystem. Approaching the problem with a scorched earth outlook, they killed both X clients and news services and primed their audience for the launch of Meta's competing app.
Meta has built a vibrant and steadily strengthening community with Threads. It's early days, but it's promising. Meta will need to move carefully to preserve that unique atmosphere. Achieving its growth off the back of X, a platform that has essentially destroyed itself, Threads is in a precarious position. The essence of the platform lies in the trust and patience among users that have been earned from authentic growth where moments are shared genuinely, and connections are made organically.
Growth hackers, if given unrestricted access to the Threads API, will exploit the system to artificially inflate engagement, manipulate content discovery algorithms, and saturate users' feeds with disingenuous content. This will inevitably diminish the platform's appeal and disrupt the genuine connections users cherish.
Firstly, Instagram should take proactive measures to regulate API access. Implementing strict guidelines and monitoring the activities of developers who harness the power of the Threads API can help curb growth hacking practices before they spiral out of control. By holding developers accountable and guiding them towards responsible growth, Instagram can nurture a vibrant developer community that enhances rather than undermines the platform.
Secondly, developers must embrace their role as custodians of the Threads ecosystem. They should create integrations and tools that align with the platform's ethos, respecting user trust and fostering genuine connections. By adhering to ethical practices, they can help shape a sustainable growth trajectory for Instagram without sacrificing its organic feel.
Lastly, users play a crucial role in maintaining the organic Instagram experience. They can and should actively report any suspicious or manipulative activities they encounter on the platform. This collective vigilance can aid Meta in identifying and addressing potential issues and exploitative apps before they become widespread.
