Meta has announced a strategic shift for Threads, its text messaging app launched in 2023. After two years under the leadership of Instagram chief Adam Mosseri, Threads will now be managed by Connor Hayes, a long-standing executive within the company.
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A First Leader from Outside Instagram
According to Axios, Connor Hayes is set to officially take over in mid-September. Currently in charge of generative AI products at Meta, Hayes is a veteran of the group, having joined in 2011. He is already familiar with Threads, having been involved in its initial design.
This appointment marks a significant change: it is the first time a leader from outside Instagram has taken the helm of Threads, indicating that Meta is aiming to grant the app more independence after a period when it was seen as merely an adjunct to Instagram.
In an internal memo to employees on Thursday, Adam Mosseri explained the decision: Given the maturity of Threads, we believe it is time to have a dedicated leader who can focus 100% on Threads’ evolution
. Connor Hayes will oversee all teams involved in product, design, engineering, and research for Threads while continuing to report directly to Adam Mosseri.
Renewed Ambitions for Threads
Despite a spectacular launch in 2023, Threads has struggled to maintain momentum and now appears to be entering a new phase, where Meta aims to establish its legitimacy in the world of text-based social networks, still dominated by X.
The appointment of a dedicated leader could help Threads further differentiate itself from Instagram, by establishing its own identity and developing specific features that appeal to a broader audience.
Now, by granting more autonomy to Threads under the direction of Connor Hayes, Meta might aim to strengthen its own identity and address the functional gaps that still hinder its adoption. The challenge remains significant: X continues to hold a loyal user base for real-time news, while Meta must demonstrate that Threads can be more than just an extension of Instagram.