Meta released its new app, Threads, to much anticipation and saw unexpected success, becoming the fastest app to reach 100 million downloads. However, recent figures suggest a decline in users and usage time, leading to questions about the app’s future. Although it is too early to make predictions, there are reasons to believe that Threads could rival Twitter as a platform for public conversation.
Firstly, Threads has proven that there is a demand for a new text-based conversation app. With Twitter experiencing a decline and its clones failing to gain traction, Threads garnered millions of downloads in a short period, indicating that users have been waiting for a company to offer a superior public conversation experience.
Secondly, Threads attracted high-profile users, including athletes, journalists, and comedians, who brought instant legitimacy to the platform. This sets Threads apart from other Twitter clones that struggle to shed their “nerdy” image.
Thirdly, Threads can benefit from its integration with Instagram for long-term growth. The prompt to create an account on Threads displayed on Instagram profiles encourages users to join the platform. Additionally, the ability to share Threads posts to Instagram stories strengthens the connection between the two apps. As both apps evolve, further integrations could drive user engagement.
Meta still has many growth levers it can pull to further enhance Threads. It plans to introduce requested features like desktop posting, browsing feeds of followed users only, and expanding its user base to the European Union. Furthermore, Meta can promote Threads across its family of apps, leveraging its large user base.
On the other hand, Twitter’s decline continues to accelerate, with ad revenue down by 50% and the company losing money. Rate limits and spam are debilitating user experience, and Twitter’s recent payouts to a select few creators have raised questions about fairness. This decline creates an opportunity for Threads to fill the void left by Twitter.
While there is a case for Threads to succeed, Meta still faces challenges, such as fine-tuning its ranking algorithms. Instagram head Adam Mosseri’s statement that the company does not want to encourage political or hard news posts might hinder Threads’ potential. The app should offer a space for people to learn and discuss current events, including news, to thrive.
Despite some doubts, Meta CEO Mark Zuckerberg remains optimistic about the Threads community and its potential for growth. The early success and unique features of Threads suggest that it could become a significant player in the social media landscape, possibly surpassing Twitter’s influence in shaping public conversation. Only time will tell if Threads can maintain its momentum and become a staple in the world of social media.
