Learn about the rapid rise of Threads from idea to 100M users in 5 months. Engineers share challenges faced in backend, iOS, and Android development. Insights on building on top of Meta's infrastructure, code sharing, and favorite moments from the journey.
Threads grew to 100M users in 5 months by leveraging Instagram's infrastructure and reusing code efficiently for rapid development.
The Threads team showcased resilience and adaptability in addressing tech challenges post-launch while prioritizing sustainable growth and expertise diversification.
Deep dives
Threads Team's Rapid Growth and Innovative Solutions
From zero to 100 million users in just five days, the Threads team achieved remarkable growth without major downtime, showcasing their engineering expertise and agility. Leveraging their diverse backgrounds from Instagram, Novi, and reality labs, engineers Cameron, Joy, and Richard collaborated on different platforms efficiently. By adopting Jetpack Compose and Swift for Android and iOS respectively, they navigated tech challenges, even executing a rapid 30-hour upgrade.
Leveraging Instagram's Infrastructure and Agile Development
Threads strategically built on Instagram's existing infrastructure to expedite development and leverage battle-tested components. By sharing backend systems, including Python with Django, GraphQL, and rest APIs, the team optimized efficiency and maintained user safety with mature integrity features. Reusing code from Instagram allowed for a swift integration of key functionalities, accelerating the app's launch and scalability.
Navigating Rapid Scale and Unforeseen Challenges
While Threads efficiently scaled and minimized downtime post-launch, the team encountered unexpected issues like scalability in the pre-follow model due to differing user behaviors. Handling millions of pre-follow requests required a reimagination of existing processes with improved parallelism. The team's agile response over a weekend aftermath emphasized their resilience and adaptability in addressing and rectifying tech challenges.
Cultural Preservation and Sustainable Team Growth
Despite significant growth post-launch, the Threads team focused on preserving its agile culture and intentional team scaling. With an emphasis on sustainable growth and expertise diversification, the team balanced expanding resources with the core team's cohesive passion and expertise. Leveraging meta's collaborative expertise while avoiding rapid expansion pitfalls, Threads ensured a cohesive and innovative team dynamic for sustained progress and success.
Threads went from idea to 100M users in just about five months. This would not have been possible without building on top of Meta's existing systems and infrastructure. Join Pascal as he speaks with Joy, Cameron and Richard, three engineers from the Threads team who worked on backend, iOS and Android, respectively to learn about the challenges they faced along the way.