- Threads, the new application from Meta Platforms, is presented as a compelling rival to Twitter and Elon Musk in the field of microblogging.
- Leveraging its Instagram user base, Meta is looking to quickly gain traction.
- With a successful track record of copying features from its competitors, Meta hopes to repeat its successful strategy with Threads.
Meta Platformsthe parent company of Facebook and Instagram, is ready to launch its latest bet in the world of social media.
This is Threads, an application that promises to be a true rival for Twitter (and Elon Musk) and challenge their dominance in the field of microblogging.
The launch is scheduled for this Thursday, July 6 and is expected to mark a new chapter in the competition between tech giants.
Meta is known for its history of copying tools and ideas from other platforms and adapting them into its own services.
In this case, Threads will build on the user base from Instagram, a strategy that could allow it to quickly gain traction.
The application, which is already available on the Apple App Store and will be on the Play Store in the next few hours, it will allow users to keep their Instagram username, which will ease the transition and encourage adoption.
How Threads can beat Twitter
The rivalry between Meta and Twitter has been evident since Elon Musk acquired the latter in October of last year.
Over the past nine months, Twitter has experienced a series of technical problems, loss of users and advertisers, and criticism of its content moderation. To make matters worse, last weekend Musk’s network implemented restrictions to limit the number of posts users can see per day on the platform, citing data privacy concerns.
Given this, many Twitter users expressed their desire to find an alternative. That is why the terrain is more than fertile for the emergence of options.
Some startups like Mastodon, Truth Social (founded by Trump) and Bluesky they have gained users, but have not yet managed to become a real rival to Twitter.
However, the release of Threads could change that landscape.
Although it is not certain that Meta will become the undisputed leader of microblogging, its base of more than two billion monthly active users on Instagram gives it an interesting advantage.
Meta’s strategy of leveraging its large number of users to drive adoption of Threads can work. Consider: if even a fraction of Instagram users try the new app, Meta could achieve rapid growth.
Twitter, for its part, has approximately 364 million monthly users, according to estimates.
In addition, Meta has a broader repertoire of advertising tools and products to its advantage, allowing it to appeal to a wider variety of advertisers and deliver more advertising to a larger group of users.
Industry insiders suggest the new platform could generate ad revenue in excess of Twitter’s, which is estimated at $3 billion by 2023.
🌎 | Meta announces that in its new social network, Threads, it will be possible to maintain the same user as in Instagram. It will be free, with no viewing limits and with moderation of extremist and hateful content. pic.twitter.com/BDgnWRsC4B
– Alert News 24 (@AlertaNews24) July 4, 2023
Meta knows of successful copies
Although the success of Threads is not guaranteed, Meta has a successful track record of copying key features from its competitors and launching cloned products within its own social media empire.
There are plenty of examples, such as adding “Stories” to Instagram, replicating a Snapchat feature, and launching “Reels,” a direct response to short TikTok videos.
These strategies have proven effective, with “Stories” now accounting for more than a quarter of Instagram’s global ad revenue.
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