Meta Rivals Twitter With New App 'Threads'
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With Twitter facing increased backlash after its owner, Elon Musk, introduced controversial updates (including
limits on the number of posts that users can see per day) to the app, Meta has swooped in and created an app with a similar dynamic, to try and capitalize on users leaving the platform. The new app titled ‘Threads’ will contain many of the same features as Twitter. Many tech leaders believe that Threads has the potential to overtake Twitter, a feat that
similar platforms like Mastodon have been unable to achieve, and some have even dubbed it the “Twitter Killer”.
The Logistics
Threads features a
similar setup to Twitter, with the content being featured at the top of a post and with options for users to like, repost, and reply beneath. These posts are not able to be edited and can only feature images, text, and links. At this point in time, the app is ad-free and does not have direct messaging. The app is intertwined with Instagram, which allows users to keep their username and to follow the same accounts that they already follow on Instagram. However, this has led to some criticism as users can only delete their Threads account if they also delete their Instagram accounts. Threads users have also been assigned a number that correlates to when they downloaded the app; the lower the number, the sooner that user joined. This number can be found on the user’s Instagram profile. The algorithm that the app uses to suggest posts is still unknown, but because of
Adam Mosseri’s transparency with Instagram’s features, we’re sure we’ll receive more answers as time goes on.
What to Expect on Threads
At the moment, Threads appears to have a relatively laid-back ambiance. In fact, it seems that informal posts (memes, random thoughts, etc.) are gaining the most traction. With this, brands are taking the time to interact with their fans on a more personal level. During our time on the app, we’ve noticed many brands are posting content that is aimed at generating engagement through comments (i.e. asking users to share their favorite products). Let’s take a look at some of the brands that are excelling on Threads:
1. Dunkin’ has been on Threads since Day 1. Their strategy involves taking the time to reply to as many of their fans as possible. When they post on their own account, they keep it casual and post whatever is on their mind.
2. Wendy’s has carried their “unhinged” sense of humor over from their Twitter account to their Threads account. They have garnered attention by posting numerous memes and tagging celebrities like John Cena on their posts.
3. Ulta Beauty uses their Threads account to engage with their followers and other brands. They often do this through reposting other brands’ content and asking casual questions for people to answer in the comments.
The Effects of Meta’s Social Empire
If Threads continues to be successful, it will join Meta’s most dominant assets in its social empire along with Facebook, Instagram and What’sApp. As for Twitter, it will either be forced to make revisions to the app or it will crumble. Ultimately, the fate of both apps will be up to the users who generate activity on each app.
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