Threads, the new microblogging app launched by Meta, is making waves in the social media world as it amassed over 10 million sign-ups and registered accounts within just seven hours of its launch. The platform, touted as a rival to Twitter, is off to a strong start and poses a significant challenge to its weakened competitor. Meta CEO Mark Zuckerberg took to his official Threads account to share the impressive milestone, stating, “10 million sign-ups in seven hours.”
Immediate Popularity Among Celebrities and Politicians
It attracted a wide range of users, including high-profile celebrities like Kim Kardashian and Jennifer Lopez, as well as influential politicians like Democratic US Representative Alexandria Ocasio-Cortez. Zuckerberg’s first post on the app welcomed the influx of users, accompanied by a fire emoji. The inclusion of such notable figures undoubtedly helped boost the platform’s early success.
Potential Threat to Twitter’s Advertising Revenue
Analysts believe that it’s integration with Instagram, another Meta-owned platform, grants it a built-in user base and advertising infrastructure. This could potentially divert ad dollars away from Twitter, which is already grappling with a struggling business. The ease of transition for Instagram’s more than 2 billion monthly active users, who can use their existing credentials to log in and follow accounts on Threads, adds to its appeal.
A Quest for a Less Toxic Twitter
Beyond posing a challenge to Twitter, Threads also presents an opportunity to create a less toxic version of the microblogging platform. Alexandria Ocasio-Cortez voiced her hopes for a platform with “good vibes, strong community, excellent humor, and less harassment” in her post. With its focus on short text posts, similar to Twitter, Threads aims to foster engagement through likes, reposts, and replies. It supports links, photos, and videos up to five minutes long, according to a Meta blog post.
Global Availability and Positive Market Response
Threads is available in over 100 countries through both Apple’s App Store and Google’s Play Store. Meta’s stock closed with a 3% increase on the day before the launch, outperforming its rival tech companies. The positive market response suggests investor excitement surrounding the potential impact of Threads as a “Twitter-Killer.”
Twitter’s Vulnerability and Meta’s Strategic Move
The launch of Threads comes at a time when Twitter is facing various challenges. Elon Musk acquired the platform for $44 billion last year, but its value has plummeted due to content moderation controversies and significant staff reductions. In response to Twitter’s struggles, Zuckerberg acknowledged the difficulty of maintaining large public social media platforms and expressed his ambition to create a widely adopted conversations app.
Integration with Instagram and Privacy Considerations
The integration of Threads with Instagram includes features that address privacy concerns. Users who sign up for Threads via Instagram automatically receive a badge on their profile, but they can choose to hide it. Additionally, users have the option to set different privacy settings for each app. Brands like Billboard, HBO, NPR, and Netflix quickly established accounts on Threads, although the app does not currently display advertisements.
Influencers and Competitor Landscape
Meta has actively reached out to social media influencers, encouraging them to join Threads and post at least twice a day. The company aims to leverage the influence of these individuals to attract more users to the platform. Despite several attempts by emerging competitors like Mastodon, Post, Truth Social, and T2 to lure Twitter users away, these alternatives have not gained significant traction. Bluesky, a service backed by Twitter cofounder Jack Dorsey, had around 50,000 users as of April.
Meta’s Past Failures and Zuckerberg’s Caution
While Threads has garnered significant attention, Meta has faced failures in launching standalone copycat apps in the past. Notablyits Lasso app, intended to rival TikTok, did not gain traction. The company has since incorporated short video tool Reels directly into Instagram. Responding to a user who predicted Twitter’s demise shortly after the Threads launch, Zuckerberg cautioned that it is still early in the game, stating, “We’re only in the opening moments of the first round here.”
Read more: Meta to launch Twitter-like app called Threads
The rapid sign-ups and registrations on Threads within the first seven hours of its launch highlight its potential as a formidable rival to Twitter. With its integration with Instagram, a built-in user base, and a focus on fostering a positive community, Threads has attracted attention from celebrities, politicians, and brands alike. As Twitter faces challenges and Meta seeks to capitalize on its rival’s weakened state, it remains to be seen how Threads will shape the social media landscape.
