Social networks must go beyond mere imitation to find success; they need to offer unique features that capture attention and inspire fresh ways of engaging, as exemplified by Snapchat’s vanishing messages, Pinterest’s image boards, and TikTok’s scrolling videos.
Following this criteria, Threads, the recently introduced Twitter competitor by Meta, is deemed to have little chance of success. Marketed as an extension of Instagram, Threads is a simplistic microblogging app that lacks distinguishing features.
Despite its limitations, Meta’s rivalry with Twitter has become an intriguing battle in the realm of social media, reminiscent of Google+’s attempt to overthrow Facebook. In order to avoid the same fate as Google, Meta, under the leadership of Mark Zuckerberg, is relying on three factors, although it is doubtful that these alone will suffice.
One of the advantages of Threads, as a new service against Twitter, is having the support of the Instagram platform, enabling users to utilize their current Instagram accounts and connections; however, although this may aid in the platform’s initial growth, it is unlikely to result in long-term user engagement.
The association with Instagram also presents an alternative opportunity for Threads. It could potentially become a platform for a distinct kind of dialogue. While Twitter is commonly viewed as a space for journalists, politicians, and policy experts to engage in heated debates about current events, Threads, with its connection to Instagram’s artistic atmosphere, might transform into what Meta envisions as a “positive and creative venue for sharing ideas.” However, it is ultimately the users who determine the purpose and usage of a social network, not the company that owns it.
The second expectation is that Elon Musk’s tumultuous control of Twitter has cultivated a population eager for a substitute. Musk’s push to ease regulations on free speech and his decision to reduce the amount of content moderation on the website has resulted in numerous users bemoaning its increased hostility. Furthermore, Musk’s bizarre behavior on the platform has also transformed many users’ outlooks.
Though somewhat ironic considering Meta’s past struggles with content moderation, implementing stricter controls on content could serve as a significant point of distinction for Threads. However, even with the criticisms, Twitter continues to retain a strong influence over its user base. This could be attributed to the absence of a viable alternative, as well as the force of habit and resistance to change, known as inertia.
Meta’s third and most fascinating proposition is that eventually, users will have the ability to interact with individuals on different social networks, permitting them to share and browse content beyond Threads. Additionally, users could relocate their personal networks to alternative platforms if they elect to depart Threads.
This proposal is likely to create skepticism among the fediverse, a consortium of current internet services that have embraced the communication protocol that enables this kind of interoperability. Meta has been the internet’s most flourishing “walled garden,” holding complete authority over its users’ actions. Does this constitute a significant shift in philosophy? Furthermore, is Meta prepared to undergo the business model dilution that would result from relinquishing control of its audience’s attention, since this could weaken its appeal to advertisers?
Meta’s recent embrace of interoperability could signify a recognition that its previous business practices are no longer sustainable. By introducing interoperability in a separate application, detached from its existing core networks, Meta can effectively conduct experiments and explore new possibilities. Alternatively, Meta might be gambling on the hope of dominating the emerging landscape of interconnected services in this new era of interoperability.
Encouraging interoperability could serve as a strategy to challenge Twitter’s dominant position in the microblogging sphere. It is possible that if other platforms embrace this concept and users begin to anticipate it, Twitter may eventually be compelled to open up its network, relinquishing some control over users’ attention. However, this remains a long-term aspiration. For the immediate present, Threads must offer compelling reasons for a substantial user base to migrate to its service.
The ongoing competition between Meta and Twitter has become the most captivating tech rivalry of the year. However, despite the intensity of this rivalry, it is important to acknowledge that Threads, Meta’s new platform, initially appears to be little more than a basic imitation of Twitter. Twitter’s major setback over its 17-year existence can be attributed to its failure to adequately adapt and evolve its service to attract a larger user base. Elon Musk, on the other hand, has made a promise to bring about a transformation in this aspect.
The key challenge for Meta will be its ability to swiftly adapt its new service and surpass Musk’s efforts, by introducing innovative ideas that go beyond mere replication. It is evident that simply observing and expecting Twitter’s downfall will not suffice.
