No one who has been paying attention is surprised to realize that the market for a short-form blogging app would open up following Elon Musk's 2022 acquisition and turbulent management of Twitter.

For over a decade, Twitter has held the crown as the indisputable king of timeline content, tailored to foster conversations, break news, and enable direct and quick interactions among users. However, it seems that things are taking a different route now, with Meta launching Threads, their Twitter-like microblogging app. This development raises questions about Twitter's position as the dominant platform in this sector.

In this article, we will provide an overview of Threads, exploring its strengths, potential opportunities, and whether it has the potential to replace Twitter as the leading platform in the long term.

Background Information

On October 27, 2022, Elon Musk completed his acquisition of Twitter after months of back-and-forth negotiations and contractual disagreements with the previous executives. Musk purchased the company for $44 billion USD, taking it off the stock market and gaining control over it.

Musk's decision to acquire the blue bird app stemmed from his dissatisfaction with what he perceived as political bias in the previous management. Upon acquiring the platform, he initiated a series of changes to transform Twitter into something different. He terminated a significant portion of the employee base, revoked the bans on prominent far-right figures who had previously violated the platform's Terms of Service, and modified the site's rules and moderation to align with his new vision.

These initial changes shocked not only the public but also advertisers, who suspended their Twitter ad campaigns. According to The New York Times, Twitter's ad sales plummeted by a staggering 59% by mid-2023.

Musk has continued to make controversial alterations to the platform, such as completely transforming the significance of the "blue check mark." Previously used to verify accounts of individuals and institutions of high importance, it has now become part of a paid subscription service called Twitter Blue, which aims to enhance account engagement, among other things. However, this new service has encountered issues, including impersonation and the proliferation of bots. Nevertheless, Musk remains committed to sustaining the platform in an effort to generate revenue that no longer flows in from major advertisers.

Since Musk took over Twitter, many users have noticed an increase in hostility and bigotry towards marginalized communities, a decline in the quality of promoted content, and a diminishing trust in Twitter as a serious platform for meaningful discourse. As a result, there has been a strong demand for alternative applications that can replace the blue bird.

Early Competitors

Among the various early contenders, Mastodon emerged as a platform that experienced the most relative success, capturing the attention of numerous disenchanted Twitter users in the wake of Elon Musk's acquisition. Mastodon managed to attract millions of new sign-ups, which was a feat that other micro-blogging alternatives struggled to accomplish. However, despite the initial surge in user growth, Mastodon faced challenges in retaining its user base over the long term.

One of the key factors that hindered Mastodon's sustained success was the perceived complexity and technical nature of the decentralized protocol on which it operates. This aspect of Mastodon, while appealing to certain tech-savvy individuals, proved to be a deterrent for many users who were seeking a more user-friendly and accessible platform. This decentralized nature of Mastodon, which aims to provide greater control and privacy to users, created a learning curve that was off-putting to a significant portion of the user base. Consequently, after the initial spike in new users, the utilization of the platform witnessed a substantial decline.

Meta Sees an Opportunity

Amidst the ongoing quest for a viable Twitter replacement, rumors began circulating in early 2023 that Meta, the parent company of Facebook, had its sights set on developing its own platform to fill this void. Known internally as "Project 92," Meta embarked on the task of creating a new micro-blogging platform that aimed to rival Twitter's dominance.

To build anticipation and generate buzz around this upcoming platform, Meta strategically provided journalists and influential figures with exclusive sneak peeks and insights into the development process. By offering glimpses of the platform's features and capabilities, Meta aimed to create a sense of excitement and curiosity among potential users. This calculated approach was designed to position Meta's new platform as a promising contender in the race to replace Twitter, stirring speculation and anticipation within the online community.

Threads Goes Live

On July 5th, 2023, Meta officially launched Threads, their highly anticipated alternative to Twitter. The release of Threads appeared to have been expedited, possibly to capitalize on the recent controversy surrounding Twitter. Just days prior, Elon Musk had implemented rate limiting measures, restricting users to view only a limited number of tweets per day, as low as 600, in an attempt to combat data scraping and bots. However, this move was met with widespread disapproval from Twitter's user base. To exacerbate matters, Twitter decided to block non-registered users from accessing any content on the platform, leading to a significant decline in its ranking on Google and a sharp drop in traffic.

While rumors had initially suggested a mid-July release for Threads, the tumultuous events unfolding on Twitter may have prompted Mark Zuckerberg to order an early launch of the app. Meta saw an opportunity to appeal to disgruntled users who were seeking an alternative platform to join, and the timing seemed ripe for their entry into the market. By swiftly releasing Threads, Meta aimed to cater to the growing discontent among users and entice them to switch to their new micro-blogging app.

An Overview of Threads and What Sets It Apart

Let's delve into what Threads is and how it aims to position itself not only as a Twitter replacement but also as a more innovative platform.

Meta has been vocal about its vision for Threads to become a federated platform integrated into the Fediverse. In simpler terms, this means that Threads would connect to a network of servers, allowing its users to interact with users from other platforms also based on the Fediverse, without requiring them to join those platforms individually. One notable example of a platform built on the Fediverse is Mastodon.

However, it's important to note that this key feature has not yet been implemented in the app. Threads currently feels incomplete in many respects, and executives from high-ranking positions at Meta and Instagram have acknowledged that integration with ActivityPub, the protocol used to federate platforms, is planned for the future. Additionally, the platform is yet to introduce features such as hashtags, trending topics, and a potential direct messaging system.

While Threads shows promise, its full potential is yet to be realized, and users eagerly await the implementation of these essential features to enhance their experience on the platform. Meta's commitment to building a federated network within the Fediverse indicates their intention to differentiate Threads from other micro-blogging platforms and foster a more interconnected online environment.

Can Threads Replace Twitter?

Threads has a significant advantage over other Twitter alternatives due to its direct connection and full integration with Instagram. Currently, users can only register on Threads using their Instagram accounts, giving Meta direct access to a user pool of over 1 billion individuals already registered on Instagram.

In less than 48 hours since its launch, Threads has reportedly garnered over 30 million sign-ups, an impressive achievement. This rapid uptake demonstrates the platform's initial appeal and potential for growth.

Meta has applied its stricter moderation rules from Instagram to Threads, ensuring that harmful and hateful content, which may find a space on Twitter, is not tolerated on Threads. Many users appreciate this approach, considering it a breath of fresh air and a reason to support the platform.

If Threads continues to maintain its momentum and Meta invests sufficient resources in refining the app and addressing the most requested user features, it has a strong chance of emerging as the leading player in the micro-blogging landscape. However, only time will tell if Meta can release the necessary updates to sustain this growth in a timely manner. The success of Threads ultimately hinges on Meta's commitment to enhancing the platform and meeting user expectations.

Can Twitter Survive in the Long Term?

Six months ago, the question of whether Twitter could survive in the long term would have been difficult to answer. However, with recent developments, it has become increasingly apparent to many that Twitter may be facing a decline. The emergence of another major platform with stronger public relations and a growing user base could be the final straw that breaks the camel's back.

Elon Musk has repeatedly expressed his vision for Twitter as "X" the "everything app." As Musk and the newly appointed CEO, Linda Yaccarino, prepare themselves for the upcoming battle with Meta, Twitter must make strategic choices to differentiate itself and attract the attention of both advertisers and users in order to retain its position. Only time will reveal whether Elon's vision of the all-encompassing platform "X," can be realized and whether it can achieve its intended goals.