Get free updates on Social Media
Subscribe to our myFT Daily Digest email to stay informed about the latest Social Media news every morning.
The author’s latest book is ‘How to Disagree’
When Mark Zuckerberg initially challenged Elon Musk, it seemed like he had won in the first round.
Zuckerberg’s company, Meta, introduced Threads as a direct competitor to Twitter (now X). Threads launched on July 5th and gained over 44 million daily active users. However, round two has arrived and things have changed. Threads has lost 80% of its active users and now has only around 8 million left.
The timing of Meta’s launch couldn’t have been better. It coincided with Musk’s team angering approximately 400 million Twitter users by limiting the number of posts they could see per day. Threads was seen as the solution for disgruntled tweeters.
There are many Twitter users complaining about its current state. Musk’s management decisions, along with the disruptive changes to the service, has deteriorated the user experience. Despite this, Twitter remains the go-to platform for engaging in live public conversations about current events.
Threads seemed promising initially. It was easy to use and had scale immediately due to its association with Meta and Instagram. It positioned itself as a friendlier platform, free from toxic content. Many Twitter users claimed their space on Threads, but most of them never fully migrated.
Threads failed to fully disrupt Twitter for two main reasons. First, it misunderstood the appeal of Twitter, which lies in its drama and conflicts. Second, user inertia played a significant role. Once a social media platform has a large user base, the collective action problem arises. While individual users may be dissatisfied, they continue to return as long as the majority remains. Musk’s intention seems to be testing the limits of this theory rather than succumbing to external competition.
Despite its flaws, Threads may still become popular among high-information users, potentially replacing Twitter. Alternatively, a diverse range of similar services may emerge, catering to different user preferences. However, for now, Twitter remains the reigning champion, albeit with some bruises.
Denial of responsibility! VigourTimes is an automatic aggregator of Global media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, and all materials to their authors. For any complaint, please reach us at – [email protected]. We will take necessary action within 24 hours.
