Meta launches Instagram’s Threads platform taking on ailing Twitter

Meta’s CEO Mark Zuckerberg announced the launch of Instagram’s new Threads platform, a Twitter clone.
Threads appMark Zuckerberg announced the arrival of Threads with a captivating message on the app, accompanied by a fire emoji, signaling the start of the battle with Elon Musk.

Industry analysts noted that investors were eagerly anticipating Threads’ integration with Instagram, which could provide it with a pre-existing user base and advertising infrastructure. This could potentially divert advertising revenue from Twitter, as the microblogging company’s newly appointed CEO strives to revitalize its struggling business.

Though Threads was introduced as a separate app, users could conveniently log in using their Instagram credentials and follow the same accounts, making it a seamless addition for Instagram’s colossal user base of over 2 billion active monthly users.

“Investors can’t help but be intrigued by the notion that Meta might truly have a Twitter-Killer,” said Danni Hewson, Head of Financial Analysis at investment platform firm AJ Bell.

The timing of Meta’s blow was impeccable, given the turmoil that Twitter has endured due to Musk’s erratic decision-making in recent months.

Elon Musk acquired Twitter for $44 billion in October of last year. However, its value has plummeted since then, with an exodus of advertisers, extensive staff reductions, and controversies surrounding content moderation.

While Meta’s initial focus for Threads is likely to be user growth rather than advertising, prominent brands are expected to allocate a significant portion of their ad budgets to seek refuge in its comparatively safer brand environment and leverage the initial buzz, according to Matt Navarra, a social media consultant who has collaborated with Meta, Google, and Pinterest.

“We aim to provide you with a positive and creative space to express your ideas. This time, it’s all about conversation,” stated an official Threads account post.

Within minutes of the launch, well-known brands like Billboard, HBO, and Variety, as well as celebrities such as Shakira and former Meta Chief Operating Officer Sheryl Sandberg, had established accounts on the platform.

To bolster Threads’ growth, Meta has been reaching out to social media influencers, encouraging them to join the new app and post at least twice a day, revealed Ryan Detert, CEO of influencer marketing company Influential.

Some influencers expressed gratitude to the company for granting them early access, as observed in their initial posts.

The success of Threads is also aided by the shortcomings of other Twitter competitors, as they have failed to capitalize on the service’s setbacks. Despite attempts by platforms like Mastodon, Post, Truth Social, and T2 to entice Twitter users away, they remain relatively small in scale.

Bluesky, a new service backed by Twitter cofounder Jack Dorsey, generated significant excitement on Twitter when it launched its invite-only beta version in February. Users eagerly sought access codes, and its website now claims 50,000 users. Dorsey has also supported another platform called Nostr.

However, Meta faces a challenging task. The company has experienced several failures in launching standalone copycat apps in the past, notably the unsuccessful Lasso app designed to rival the popular short video platform TikTok.

Meta subsequently integrated a short video feature directly into Instagram, and more recently, as part of cost-cutting measures, dismantled its unit responsible for developing experimental apps.

Jasmine Enberg, Principal Analyst at Insider Intelligence, pointed out that Threads might face a potential drawback as the news-focused culture on Twitter differs from the visual-oriented environment on Instagram.

“The primary use cases for Twitter still revolve around keeping up with news and global events,” explained Enberg. “It’s difficult to envision that avid and loyal Twitter users, who gravitate toward that cultural aspect, would defect and immediately transition to Threads.”

Related News

Latest News

Latest News