Twitter versus Threads

Mark Zuckerberg is doing what he always does: buying up other ideas or leading from the slipstream of innovation. In another life, he’d be a vulture. Threads was originally launched to take on Snapchat and then got pulled. So the brand has been dusted off to have a go at Twitter now. There has already been the launch of Instagram Notes to allow users of this platform to make text-only quick and easy updates, another idea that fell flat on its face. Launching as a standalone app takes this text-only format beyond the constraints of Facebook’s walled garden, and divorces it from the video and image-heavy dynamic of Instagram. It’s on a pre-download, so let’s see what he’s got for us this time.

Threads was originally developed as a closed platform for private communication within smaller groups. However, it has since pivoted to have a broader scope, emphasising public and open conversations. This seems to be a direct play against Twitter, which is currently in freefall with no signs of improvement. Those with an Instagram account will be able to join Threads in one tap. Instagram, owned by Meta, currently has over 1 billion users, while Twitter has around 450 million. If half of Instagram’s users decide to use Threads, that could represent serious competition almost instantaneously.

Since Elon Musk took over Twitter, there has been a growing gap in the market and other social media platforms are all vying to take on that space. Interestingly on LinkedIn, there has been a pushback on the type of content the platform want to see. Last week, the editor-in-chief announced on Entrepreneur that they don't want viral posts, they want meaningful conversations. Twitter is messy, regular users are trying out other platforms with their own audiences (you see users suggesting people follow them on substack or medium for example) and now, with the latest change to the amount of 'viewing' you are allowed, it leaves a huge gap in the market. Meta are chomping at the bit to get into this space and they have the visibility and the market size to be able to make a decent attempt. Whether journalists and 'thought leaders' want to step into the Metaverse or join Mark Zuckerberg remains to be seen. Could summer be a good time to have a social media detox?

It’s great that Meta is adapting to keep up with the times. We all remember what happened to MySpace when it failed to do so back in the 2000s. When short-form videos became popular with audiences, YouTube launched shorts. This is a good example of a company adapting to modern trends alongside expert implementation. Long-form written content is currently in demand, as evidenced by the success of LinkedIn posts and Twitter Threads. This type of content attracts new audiences to the respective platform, builds engagement and user share-ability. Meta wants in on the action. Is Meta's reputation as a company with great ideas but poor execution already too damaged? Only time will tell if this venture ends the same way Metaverse did not too long ago.

The launch of Threads is a clear bid to offer a viable solution to the ever-growing demographic of deserting leaving Twitter. Those unhappy with Musk's leadership are still searching for a new home that can replace the original app, and Meta's invention is hoping to capitalise on this. Current Twitter rivals are yet to really capture the market and no clear victor has come from Twitter's dismantling. It's fair to assume Threads is hoping to step into this position.