In an era where tech giants reign supreme, a major player in the industry has launched a new social network. Leveraging its existing user base and popularity, the company has set its sights on squashing a competing app. However, this isn’t the recent feud between Instagram’s Threads app and Twitter. We’re actually taking a trip back to 2011 when Google introduced Google+, intended to be the “Facebook killer.” Google managed to attract over 90 million users within the first year, thanks to its extensive reach. But fast forward to 2018, and Google+ was no more. Despite its massive audience, the social network failed to compete with Facebook, Instagram, and other platforms.
This history lesson teaches us that size alone does not guarantee success in the ever-changing social media market. Now, Mark Zuckerberg, the CEO of Meta (the parent company of Instagram and Facebook), faces a similar challenge. He aims to disrupt Twitter’s dominance and establish Threads as the go-to app for real-time, public conversations. While having a large user base is advantageous, it cannot guarantee victory.
The real test lies ahead for Zuckerberg. He needs to create an engaging user experience on Threads that mirrors the serendipitous and sometimes peculiar interactions found on Twitter. Additionally, he must ensure that Threads is free from spam and scams, while also managing user expectations for upcoming updates. In short, he needs to captivate users to keep them coming back for more.
Eric Seufert, an independent mobile analyst closely following Meta’s apps, advises against launching a half-baked app or gimmick that may drive users away. Therefore, the success of Threads hinges on providing a fully featured and compelling experience right from the start.
Threads seems to have hit the ground running, amassing an impressive number of users shortly after its launch. Within hours, 10 million people had signed up, which soared to 100 million within a few days. These numbers are unprecedented and objectively impressive, according to mobile analyst Eric Seufert.
These accomplishments have caught the attention of Twitter’s owner, Elon Musk, who appears to be feeling the pressure. With 100 million users and rapidly growing, Threads is closing in on some of Twitter’s public user numbers. Musk’s response has been swift, with Twitter threatening to sue Meta over the new app. Musk himself publicly attacked Zuckerberg, challenging him to a rather absurd contest on Twitter. To date, Zuckerberg has remained silent.
While Musk may lack the large user base that Zuckerberg possesses, he is certainly making noise. Zuckerberg’s previous experiences in driving users across his apps can serve as a valuable lesson. One notable example is when he removed Facebook’s private messaging service and forced users to download Messenger as a separate app. This move successfully drove millions of users to adopt Messenger.
Threads is now closely integrated with Instagram, requiring users to have an Instagram account to join. Moreover, users can import their entire Instagram following list with just one tap. This seamless transition eliminates the need to search for new connections on Threads.
Zuckerberg has hinted that there is more to come in terms of promoting Threads’ growth. He has not yet unleashed many promotional efforts for the app. Feedback from users has expressed the desire for basic features already present in Instagram, such as a search function for browsing trending hashtags. However, insiders speculate that these missing features were intentionally omitted to maintain a brand-safe environment and avoid initial controversy.
Adam Mosseri, the head of Instagram, assures users that there is a roadmap of new features requested by the community. He promises to make Threads great by addressing the needs and desires of its users.
Expanding an app by piggybacking on an existing user base can only go so far. Google’s failed attempt with Google+ serves as a cautionary tale. Users quickly lost interest in this forced alternative to Facebook, viewing it as an inconvenience rather than a compelling platform. One ex-Googler described Google+ as merely defining itself based on what it wasn’t — namely, Facebook.
Of course, Zuckerberg could take a page out of Bill Gates’ playbook. Gates, the Microsoft founder, capitalized on the dominance of Windows, the operating system that powered a generation of personal computers. Gates bundled other products, like Internet Explorer, with Windows for free. This move propelled Internet Explorer to surpass the then-dominant browser, Netscape, in just four years. However, even Gates faced legal backlash for using Windows’ market power unfairly to quash competition.
So, as Zuckerberg ventures into the battle against Twitter, he must consider a multitude of factors beyond his user base and scale. The success of Threads hinges on delivering an enticing user experience, ensuring authenticity, and continuously evolving with user desires and demands. Only time will tell if Zuckerberg’s latest endeavor will join the ranks of Silicon Valley triumph or become another footnote in tech history.
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