Introduction
Threads, the twitter's rival, launched on 6th July 2023 by Meta. It is a text based messaging app including images and videos. The app just after its launch became the Internet sensation gaining 10 million users in just 7 hours and currently over 100 million users. Which took four years for twitter to gain this amount of users. In this blog, we will explore how threads gained popularity and how it poses edge to edge competition to twitter.
Need of Meta to launch threads
Mark Zuckerberg, king of social media ,tried to own twitter two times as it would help him in increasing advertising revenue. On failing to do so, he launched his own app 'Threads' which mimicked twitter. Mark Zuckerberg's meta already owns Facebook, Instagram and Whatsapp, with threads he would be able to bring all type of social media in his hands. This will help to boost advertising revenue as the network grows. As the advertiser would have to pay once and would get more networks and benefits with huge network of all four apps.
How threads gained users?
Threads is not the only one to copy twitter other app like Mastodon, Koo, Spotible, Blusky etc also tried to copy twitter but over the time their users decreased drastically. One of the factor that contributed in increased users was network effects. Meta already have huge data of users from Facebook, Instagram and Whatsapp. It linked threads with Instagram and all the Instagram users with single click can easily sign up to threads. Around 25-33% of total world's population are monthly active users of Instagram which helped threads gain enormous amount of users in a very short period of time. Moreover, threads account once created cannot be deleted individually, if one tries to delete it their Instagram account also gets deleted. Pre- launch promotion also increased its popularity. Additionally, after being bought by Elon Musk twitter was facing many controversies and getting negative feedback from users. It's users decreased drastically and it was the time when people were in search of a better alternative. Meta took it as an advantage and came up with his new app threads. As Elon Musk imposed financial and subscription restrictions on twitter, threads entered with positive alternatives.
How threads is better alternative?
Threads entered the scene with less restrictions and more features. It increased the text word limit to 500 words which is 280 words in twitter. It also increased the video duration to 5 minutes that is of 2 min 20 sec on twitter. Twitter charged 8 dollar per month to get a verification blue tick badge no matter who the person is. This led to fraud accounts being verified. On threads the user with verification badge on Instagram got free access to in threads also. And the user is thoroughly verified first. Twitter also limited the number of tweets users can read per day while threads imposed less restrictions. Unlike twitter, threads is ad free. Meta has declared to keep it ad free till 1 billion users.
Famous brands are having much more engagement of users on threads as compared to twitter. It is available in 100 countries and more than 30 languages via Apple's IOS and android.
Features that threads lack
Though threads has come out to be a good alternative to twitter but it still, lack some features which they have to resolve over time. It doesn't have option to edit posts and use popular hashtags. It does not have trending section to know what's trending in the world. Moreover, one cannot see posts of whom they follow individually. Unlike twitter, Threads web version is not available yet.
Privacy concerns
European union has still not allowed to release threads app in Europe due to country’s strict privacy laws. Threads track the personal information of the user including financial credentials, credit card details, health and fitness details, contacts, current location and more. In many countries there are not such strict laws to prevent tracking so we as as a user should take care and read terms and conditions properly. Users should clears search history regularly and avoid giving permission to access location and auto syncing of contacts. Do not accept optional cookies.
How twitter responded to its competitor?
Twitter's response to its rising competition was a letter threatening to sue meta, accusing that meta hired former twitter employees with access to trade secrets. Elon Musk even threatened Mark Zuckerberg to fight each other in real life mixed martial arts cage match in Las Vegas-a match which was cancelled after Elon Musk's mother stepped in.
Threads in 2019-2021
This is not Meta's first attempt at threads. In 2019, Instagram introduced Threads as camera centric messaging app for sharing photos, videos and status updates with close circle of friends. This app was ultimately closed in 2021.
Conclusion : is threads a promising alternative?
Many new apps are being released time to time but threads is one of the app which gained 10 million users in just 7 hours. Users always find it fascinating to explore a new app. It came out as a better alternative due to its marketing strategies and features. It depends on what interests users and fulfills their expectations. At present it seems to be giving cut throat competition to twitter.
What do you think? Comment down your views.
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