SOME 10 million internet users have already signed up to Threads, the Meta Group’s new social network. The platform, which aims to compete with Twitter, was rolled out overnight in 100 countries, although it is still unavailable in the European Union. So can Threads really compete with Twitter and its 238 million daily users?
“Instagram’s text-based conversation app” is how Threads is billed in the Apple App Store. Marketed as an extension of Instagram, Meta’s new social network is clearly stepping onto Twitter’s turf.
Users have access to a general feed, and can react to content with likes, shares, comments and reposts — which are similar to retweets — and all in a peaceful, harmonious atmosphere. “We’re hoping this can be an open and friendly platform for conversations,” explains Instagram boss Adam Mosseri. “The best thing you can do if you want that too is be kind.”
This focus on “kindness” reflects Meta’s intent to make Threads a new Twitter — or, at least, a return to the Twitter of pre-Elon Musk days — as a platform free of harassment and hate speech. It should be a place for discussion, not for venting your fury. Since the Tesla boss bought Twitter, many subscribers, concerned about what the social network is becoming, have turned to other alternatives. And Meta seems to have chosen the right moment to position itself as the new haven for Twitter’s disaffected users.
A question of timing?
Threads is currently available in 100 countries outside the European Union. Even without the green light from Brussels, Meta was determined to release its new social platform. In fact, the latest news about Twitter prompted Mark Zuckerberg to bring forward the launch of his new product to the beginning of July.
Those eagerly awaiting a showdown between the billionaire bosses of Twitter and Facebook will now have to wait and see how things play out, as the battle between the two great rivals looks set to take place on the internet. Indeed, the arrival of Threads at a time when Twitter is most hotly criticised cannot be a coincidence. Some experts have even dubbed Threads the “Twitter-killer.”
Over the past few days, Twitter has announced a series of measures that have not gone down well with its users.
On July 1, Elon Musk announced that the number of tweets users can view per day would now be limited. The day before, it became impossible to see content on the platform without signing in. On July 4, it transpired that TweetDeck, a dashboard tool that lets users organize the accounts they follow into different columns, would become accessible only to verified accounts, and therefore subject to a fee.
In the space of just a few days, Twitter has implemented a number of measures that could potentially irritate — and drive away — its users. And that’s not counting its recent transformation into a paid service, via account verification, or the massive layoffs instigated when Elon Musk took over as CEO. Since October 2022, Twitter has had a somewhat controversial image, just like its billionaire owner and his libertarian vision of an unbridled internet with no controls or restrictions.
10 million new users in seven hours
Launched on July 5 at 11pm GMT, Threads already boasts 30 million subscribers at the time of writing, according to a post by Mark Zuckerberg at 3pm GMT on July 6. There’s no denying that this new social network has a major advantage, in the form of Instagram and its two billion users.
In fact, users can register on Threads and post content using the same login and password as on Instagram. A number of celebrities have already signed up, including Jennifer Lopez, Shakira, Karlie Kloss, Oprah Winfrey and Kim Kardashian, who already has tens of thousands of followers. Chef Gordon Ramsey joked “is this where I find the lamb sauce?” when posting his first message.
And given how easy it is to sign up to Threads when you already have an Instagram account, it’s hardly surprising to find media outlets with huge social media followings — such as Netflix, The Economist or The Washington Post — already on board.
There’s no indication yet whether the fervour of stars, institutions and major brands will be enough to swell Threads’ ranks — even if the influencer effect is certainly not to be overlooked. Nor is there any indication of a mass exodus from Twitter.
Moreover, the fact remains that Meta’s new social network is not yet available throughout the European Union, and no launch date has been set.
As the UK’s Evening Standard sums up: “Question is, could this be the final nail in Twitter’s coffin? And so, we wait.” – ETXDailyUp
