The Genesis of ThreadIt: Addressing a Growing Need

The development of ThreadIt, a new service from Google’s Area 120 incubator, began prior to the widespread adoption of remote work spurred by the COVID-19 pandemic. However, the pandemic undeniably accelerated the team’s focus and interest in the product’s potential.

Keller Smith, the general manager and founder of ThreadIt, explained to TechCrunch that the shift to remote work dramatically altered perspectives on the tool’s value. A pre-existing trend was significantly amplified by the sudden global changes.

Bridging the Communication Gap

ThreadIt is launching today as both a browser-accessible service and a Chrome plug-in. It aims to fill a gap in the communication landscape, offering a solution positioned between lengthy video conferences and brief text-based exchanges.

The process of utilizing ThreadIt is remarkably simple:

• Record a video message, with the option to re-record if necessary.
• Send the video to designated colleagues.

Interface and Functionality

The application’s interface incorporates familiar elements from other Google products. A drop-down menu allows users to control how recipients can interact with the video, choosing between viewing only or adding their own video responses.

ThreadIt organizes these short video clips chronologically, creating a cohesive video conversation. Interestingly, the development team itself has never met in person, relying entirely on ThreadIt for internal communication.

The Rise of Short-Form Video

The timing for ThreadIt’s launch is particularly opportune. Remote work is expected to remain prevalent even after the pandemic subsides. Furthermore, short-form video content is experiencing a resurgence in popularity.

This platform offers a potential application of this trend to professional settings, providing a more focused approach to creating and viewing concise, informative videos.

“By incorporating structure and enabling the segmentation of work into smaller pieces, we’ve discovered that it facilitates the creation of more concise and impactful messages,” Smith stated. “This was a key deficiency we identified in existing solutions.”

Public Beta and Future Development

Currently available in a public beta, consistent with Area 120’s approach, the team will be closely monitoring user engagement and gathering feedback to assess the project’s viability. Successful projects from Area 120 include Grasshopper, a coding education tool, and Touring Bird, a travel application.

As an early-stage product, certain features are understandably absent. A text-reply option would be beneficial for users who are unable or unwilling to appear on camera.

Integration with other Google productivity applications would also be valuable. However, the team recognizes the importance of balancing integration with maintaining the app’s independence.

While accessible on smartphones through the mobile Chrome browser, a dedicated mobile application is a potential future development. “We will evaluate user interest and feedback to determine the feasibility of pursuing this option,” Smith confirmed.