Meta Platforms CEO Mark Zuckerberg discusses the new Facebook News feature.
Meta Platform CEO Mark Zuckerberg has been developing a text-based social media network to compete with Twitter. This project, codenamed Project 92 or P92, is a potential rival to the numerous clone apps that have gained popularity since Elon Musk privatized Twitter in 2022. The public rivalry between Musk and Zuckerberg has even led to a humorous challenge for a physical “cage match” fight in Las Vegas.
While Meta has confirmed plans to create a decentralized social network, known as Threads, it has not released further details about the app. However, Meta’s well-established user base on Facebook and Instagram could give it a significant advantage over competitors like BlueSky and Mastodon. Additionally, Meta’s existing relationships with brands and advertisers may contribute to its revenue upon launch.
However, Meta faces challenges in content moderation due to recent reductions in trust and safety teams. Advertisers have deserted Twitter in response to controversial content following Musk’s acquisition, and similar concerns may deter advertisers from embracing Meta’s new offering.
In addition, the integration of Project 92 with Instagram is expected to enhance its user experience. Meta aims to leverage its relationships with high-profile users, celebrities, and news organizations to attract content generators and revive its user base. The app’s integration with ActivityPub, a social media protocol that enables seamless interconnection, further supports this goal. Project 92 can connect with other platforms that also run on ActivityPub, such as Mastodon.
Meta’s chief product officer, Chris Cox, is reportedly in discussions with public figures like the Dalai Lama and Oprah Winfrey regarding their participation in the platform’s launch. These high-profile figures, who already have substantial Instagram followings, would provide Meta with a monetizable and captive audience from the start.
Meta began developing Project 92 in January, shortly after Musk’s takeover of Twitter, and aims to make the app available this summer. The company has been working diligently to create an enticing alternative to Twitter and capitalize on the evolving social media landscape.
Meta’s Twitter-like app P92 tied to Instagram accounts
Code-named Project 92 or P92, Meta’s upcoming app is speculated to be named Threads. It will deeply integrate with Instagram, incorporating information from the existing social media platform. Meta executives have expressed the desire to provide high-profile users with a well-managed platform that meets their needs.
The landing screen of the app showcases a single-sign on feature with the option to log in with Instagram.
Meta’s strategy involves utilizing its current relationships with institutions, celebrities, and news organizations to attract users and content creators. This approach is expected to drive advertising revenue and revitalize Meta’s aging user base.
The platform will work with Mastodon
Renders obtained by The Verge reveal a user interface for Project 92 that resembles Twitter’s feed, incorporating symbols and iconography similar to Instagram’s interface. This familiar UI aims to facilitate integration with ActivityPub, a social media protocol that enables effective interconnectivity between different platforms.
The integration with ActivityPub means that Project 92 will have interconnectivity with Mastodon, a Twitter competitor that also operates on the same protocol. The Verge’s render demonstrates this integration prominently.
High-profile figures are in talks to join the platform
Meta’s chief product officer, Chris Cox, has engaged in discussions with public figures such as the Dalai Lama and Oprah Winfrey to secure their participation in the platform’s launch. With millions of followers on Instagram, these high-profile users would offer Meta a captive audience right from the start and potentially surpass Twitter’s reach.
Meta is pushing to launch this summer
Meta commenced the development of Project 92 in January, shortly after Musk’s takeover of Twitter. According to reports, Meta aims to release the app this summer, positioning itself as a compelling alternative to Twitter.
