Brian Moller, also known as B Mo the Prince, is a self-proclaimed “master threader” who has been cracking jokes and playfully bantering with other early adopters of Instagram Threads since its debut a day after the July 4 holiday. Moller is a radio personality and comedian who has spent the last few years building an expansive presence on social media sites like TikTok, Instagram, and YouTube as a creator of short comedy sketches, making fun of Gen Z and millennials and how they perceive one another. He now has roughly 3 million followers across social media and online video platforms.
The Elusive Twitter
Despite his success on other social media platforms, Moller has struggled to gain traction on Twitter. “The vibe was off,” Moller said, regarding the reception to his jokes and posts about comedy sketches on Twitter. “It’s not really the platform for that.”
Threads: The New Kid in Class
Threads, a messaging service launched by Meta, has become one of the fastest-growing consumer apps ever, topping 100 million users in its first week. Power Instagram users like Moller are a big reason why Threads raced to the top of the downloads charts. With Twitter sputtering due to technical glitches and Elon Musk erratic behavior turning away many former loyalists, Meta CEO Mark Zuckerberg pounced on the opportunity to kick a rival while it was down.
The Hard Part is Keeping the Users
Threads skyrocketed out of the gate in large part because it was easy for existing Instagram users to create accounts on the new messaging service and connect with their established following. But the app is already showing signs of waning momentum, with online analytics firms Sensor Tower and Similarweb reporting a drop in engagement.
The Potential of Threads
Moller is exploring how Threads could become a central service to his online existence and a potential avenue for reaching a bigger audience. He’s hoping that Threads has staying power and that people will continue to open the app throughout the day to engage with his jokes and other forms of entertainment.
The Need for Improvement
Threads lack key enhancements that could help creators build their audiences on the app beyond their existing Instagram following. Currently, Threads users are unable to search for topics or hashtags that represent hot topics. The feed is algorithmic, based on who a user follows and the content recommended by Instagram. There’s a feel of randomness and unorganized chaos to it. You’re not really part of a conversation.
The Future of Threads
Threads have the potential to become a powerful tool for creators to reach a wider audience. However, it needs to improve its features to keep users engaged and interested. Instagram executives have started by positioning Threads as a kinder alternative to Twitter, discouraging chatter about news and politics and focusing more on entertainment and lifestyle content. The true test will be Meta’s ability to find sustained momentum.
Brian Moller is a master threader who is exploring the potential of Threads to reach a wider audience. While Threads has shown early success, it needs to improve its features to keep users engaged and interested. Understanding the Instagram algorithm and implementing Instagram SEO tactics can help improve the ranking of posts on Instagram. The future of Threads remains to be seen, but it has the potential to become a powerful tool for creators to reach a wider audience.