Why Meta Is Launching a Twitter Rival Called Threads

Meta Platforms Inc., under the leadership of billionaire Mark Zuckerberg, has taken advantage of Twitter’s recent challenges to introduce Threads, a text-based conversation app that poses a potential threat to Twitter’s dominance. With its substantial user base, financial resources, and existing Instagram integration, Threads offers a compelling alternative to Twitter’s platform.

Introducing Threads: Features and Functionality

Threads functions as a text-based conversation app similar to Twitter. Users can write and share real-time text updates with their followers, who can like, reply, and share these updates. The app enables users to import their follower lists and account names from Instagram, making the transition seamless for Meta’s vast user base of over 2 billion on the photo and video-sharing platform.

Availability and Limitations of Threads

Meta plans to roll out Threads in more than 100 countries, excluding the 27-nation European Union due to regulatory concerns surrounding data sharing between Threads and Instagram. The company is awaiting further guidance on the EU’s Digital Markets Act, which restricts the combination of personal data across different platforms. Users can currently access Threads through the Apple App Store and Google Play Store on iPhone and Android devices, respectively. However, there is no desktop version or web browser access available at launch.

Integration with Instagram and Account Management

Threads is closely integrated with Instagram, as deleting a Threads account will also result in the deletion of the associated Instagram account. Blocking an account on Threads will likewise block it on Instagram. Instagram users who sign up for Threads receive a Threads badge on their Instagram account page, indicating their early adoption of the Threads app.

Meta’s Motivation: Challenging Twitter’s Influence

Meta’s objective with Threads is clear: to attract Twitter users to its platform. Mark Zuckerberg expressed the need for a public conversations app with over a billion users, highlighting Twitter’s failure to fulfill this vision. Meta aims to offer creators and public figures a well-managed platform, subtly referencing Elon Musk’s controversial tenure as the owner of Twitter since his acquisition in October 2022.

Twitter’s Challenges Under Musk’s Ownership

Since Elon Musk’s acquisition of Twitter, the platform has experienced technical issues, content moderation problems, and controversies surrounding Musk’s stance on “free speech absolutism.” Musk implemented temporary limitations on daily tweet views to combat data scrapers and bots. Financially, Twitter has struggled, with a 50% decline in advertising revenue, and the company has undergone significant employee layoffs. Regulatory bodies in the European Union have demanded increased efforts from Twitter to address sensitive content and disinformation.

User Migration and the Rise of Alternatives

Prominent individuals, including Oprah Winfrey and Elton John, stopped using Twitter shortly after Musk’s takeover, and several alternative platforms like Mastodon and Bluesky Social witnessed increased user adoption. Mastodon, an open-source social network, saw its user base grow from 9 million to over 13 million accounts since Musk’s arrival. However, none of these alternatives have the scale and influence of Meta’s Instagram, which boasts over 2 billion monthly active users.

Decentralization Plans for Threads

Meta has hinted at future versions of Threads embracing decentralization by working with the “fediverse,” a technology concept enabling interoperability between social media platforms. Threads’ integration with ActivityPub, one of the main decentralized social media protocols, aligns with Meta’s vision for a more open and connected online ecosystem.

The Verdict: Can Threads Disrupt Twitter’s Dominance?

It remains uncertain whether Threads will emerge as a Twitter-killer. Analysts have mixed opinions, with some suggesting that Meta’s Threads could capture significant consumer engagement and advertisement budgets, particularly if Meta actively addresses misinformation. Others, however, view Meta’s branding as more informal compared to Twitter’s, leading to skepticism regarding its potential for complete disruption.

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