Why Meta is Introducing Threads, a Rival to Twitter

Meta is Introducing Threads: Meta Platforms Inc., led by billionaire Mark Zuckerberg, has seized the opportunity presented by Twitter’s recent challenges to introduce Threads, a text-based conversation app that poses a potential threat to Twitter’s dominance. With its extensive user base, financial resources, and integration with Instagram, Threads presents a compelling alternative to Twitter’s platform.

Introducing Threads: Features and Functionality

Threads operates as a text-based conversation app similar to Twitter. Users can post and share real-time text updates with their followers, who can engage by liking, replying, and sharing these updates. The app allows users to import their follower lists and account names from Instagram, ensuring a seamless transition 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 launch Threads in more than 100 countries, excluding the 27-nation European Union due to regulatory concerns regarding data sharing between Threads and Instagram. The company awaits further guidance on the EU’s Digital Markets Act, which restricts the combination of personal data across different platforms. Currently, users can 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 delete the associated Instagram account. Blocking an account on Threads will similarly 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 goal with Threads is evident: to attract Twitter users to its platform. Mark Zuckerberg has emphasized the need for a public conversations app with over a billion users, highlighting Twitter’s failure to fulfill this vision. Meta aims to provide creators and public figures with a well-managed platform, indirectly referencing Elon Musk’s controversial tenure as Twitter’s owner since his acquisition in October 2022.

Twitter’s Challenges Under Musk’s Ownership

Since Elon Musk’s acquisition of Twitter, the platform has faced technical issues, content moderation challenges, and controversies surrounding Musk’s stance on “free speech absolutism.” Musk implemented temporary restrictions on daily tweet views to combat data scrapers and bots. Financially, Twitter has struggled, experiencing a 50% decline in advertising revenue, and undergoing 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, such as Oprah Winfrey and Elton John, ceased using Twitter shortly after Musk’s takeover, while alternative platforms like Mastodon and Bluesky Social saw increased user adoption. Mastodon, an open-source social network, witnessed its user base grow from 9 million to over 13 million accounts since Musk’s arrival. However, none of these alternatives rival 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 collaborating with the “fediverse,” a technology concept facilitating interoperability between social media platforms. Threads’ integration with ActivityPub, a key decentralized social media protocol, aligns with Meta’s vision for a more open and connected online ecosystem.

The Verdict: Can Threads Disrupt Twitter’s Dominance?

The potential for Threads to disrupt Twitter’s dominance remains uncertain. Analysts hold mixed opinions, with some suggesting that Meta’s Threads could capture significant consumer engagement and advertisement budgets, especially 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.

FAQs About Meta’s Threads

What is Threads and how does it differ from Twitter?

Threads is a text-based conversation app introduced by Meta Platforms Inc. as an alternative to Twitter. While both platforms allow users to share real-time text updates and engage with followers, Threads integrates closely with Instagram and aims to provide a seamless transition for Meta’s extensive user base.

Where can I access Threads?

Threads is currently available for download on the Apple App Store for iPhone users and the Google Play Store for Android users. However, there is no desktop version or web browser access available at the initial launch.

How does Threads integrate with Instagram?

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 similarly block it on Instagram. Additionally, Instagram users who sign up for Threads receive a Threads badge on their Instagram account page.

What motivated Meta to develop Threads?

Meta’s motivation behind Threads is to challenge Twitter’s dominance and attract Twitter users to its platform. Mark Zuckerberg emphasized the need for a public conversations app with over a billion users, aiming to provide creators and public figures with a well-managed platform.

Can Threads disrupt Twitter’s dominance?

The potential for Threads to disrupt Twitter’s dominance remains uncertain. While some analysts suggest that Threads could capture significant consumer engagement and advertisement budgets, others are skeptical due to Meta’s branding being perceived as more informal compared to Twitter’s.