Threads, the conversation-based app developed by Meta, has quickly become the most downloaded app in just over a week. According to various media outlets, it is speculated that the launch of Threads is the primary reason for Twitter’s decline. However, a recent report from the Morning Consult survey reveals that Threads owes its early success to impeccable timing, purposeful positioning, and strong backing.
Twitter finds itself at a critical moment with the entry of Threads. Since Elon Musk took over as CEO in October, Twitter has faced significant uncertainty. Many major advertisers who suspended their ads on Twitter during this period have not yet returned. The report highlights a decline in confidence in Twitter, even among its own user base, making it an ideal time for an alternative like Threads to emerge.
Threads positions itself as a positive, less political, and better-moderated alternative to Twitter. Twitter’s approach of encouraging controversy does not resonate with all users, and Threads takes advantage of this sentiment. Users have reacted positively to Threads’ commitment to maintaining the same moderation guidelines as Instagram. According to the Morning Consult survey, 23% of Threads users primarily use the app, while 38% use both Threads and Twitter equally.
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Furthermore, the report suggests that Threads is not just competing with Twitter, but also with Instagram and Meta’s social media empire. With Instagram having a massive user base of 2.35 billion monthly active users compared to Twitter’s 535 million “monetizable” monthly active users, it’s clear that Instagram’s brand power and Meta’s expertise play a crucial role in Threads’ success.
The survey indicates that Threads has the potential to differentiate itself by embracing decentralization. Meta has announced that Threads is working on supporting ActivityPub, a decentralized social networking protocol that could allow users to interact with Threads content on different supporting apps. While mainstream adoption of decentralized services is still divided, Meta’s influence could push it into the mainstream.
Advertisers who left Twitter due to concerns over hate speech are eager to invest in a platform where their content is safe. Threads doesn’t need to be perfect; it just needs to offer a safer and more engaging alternative to Twitter for users and advertisers to secure its position as the go-to conversation-based social media app, according to the report.
As Threads continues to gain momentum, industry observers are drawing comparisons to Google+ and iTunes Ping. However, what sets Threads apart is its business model and market positioning. With its commitment to moderation, positivity, and the potential for decentralization, Threads has the opportunity to become the default conversation-based social media app, winning over users and advertisers seeking a refreshing change, the survey highlights.
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Updated: 15 Jul 2023, 01:59 PM IST
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Deepak Sen is a tech enthusiast who covers the latest technological innovations, from AI to consumer gadgets. His articles provide readers with a glimpse into the ever-evolving world of technology.
