Matt Birchler: ‘+ My text-based social media thoughts mid-2025’

There was a joke a few years ago about how Avatar was the highest grossing movie of all time, but no one talks about it and it doesn’t have any major cultural impact. I think that’s being a bit unfair to Avatar, but I think that general idea applies to Threads as well. Apparently tons of people are using it, tens of millions more people every month, but it doesn’t seem to have any “juice”.

I was bullish on Threads, and now actively avoid it. I only think about it when it annoys me by sneaking posts into my Instagram feed.