Threads was built in 6 months, by (supposedly) a team of fewer than 20 employees, and after it's first week had 100 million users—making it the fastest growing app ever.
It's unsurprisingly really. Meta have a track record for shipping, scaling and monetising products to billions of users.
They seem to have a playbook for cloning popular social features, with both Stories and Reels being more successful than Snapchat and TikTok, respectively.
In an attempt to reverse-engineer this secret Meta-sauce, I recorded and analysed the product as it evolved over it's first two weeks.
In this study, you'll see exactly why their launch strategy was so effective, and the UX theory behind the experiments that they've been running.
There's plenty to take inspiration from, so let's dive right in.
Case study
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Written by Peter Ramsey
