Meta, the parent company of Facebook, has officially rolled out Threads, a text-focused competitor to Twitter, as of Wednesday. However, the platform’s introduction in Europe has been postponed due to concerns regarding regulations.
Threads stands as the most significant contender to Elon Musk’s Twitter, which has encountered various upstart rivals but has yet to see a successful substitute emerge amid its ongoing challenges.
The application became available for download on the Apple and Android app stores at 23:00 GMT (4:30am IST), featuring active accounts for well-known figures such as Shakira and Jack Black, alongside media outlets like The Hollywood Reporter, Vice, and Netflix.
In his inaugural post on the platform, Meta’s CEO Mark Zuckerberg stated, “Let’s do this. Welcome to Threads.”
Designed as an extension of Instagram, the app leverages Instagram’s extensive user base of over two billion, thus eliminating the typical hurdles faced by new platforms starting out.
Observers suggest that Zuckerberg is capitalizing on the disarray at Twitter under Musk’s leadership to launch Threads, which aims to establish itself as a preferred communication hub for celebrities, corporations, and political figures.
Brian Wieser, a strategic finance analyst, noted on Substack that if prominent Instagram users such as the Kardashians, Justin Bieber, or Lionel Messi begin to post consistently on Threads, the platform could rapidly gain popularity.
Jasmine Engberg from Insider Intelligence commented that Threads would require just one out of every four active Instagram users to potentially match Twitter’s scale.
“Twitter users are eager for an alternative, and Musk has opened the door for Zuckerberg,” she remarked.
The rivalry between Musk and Zuckerberg is well-documented, with both parties even suggesting face-to-face combat in a cage match.
This rivalry intensified after a Meta executive reportedly told employees that Threads would be managed in contrast to Twitter’s approach, describing it as “sanely run.”
Adam Mosseri, the head of Instagram, expressed a commitment to fostering a “friendly platform for conversations” on Threads, encouraging users to prioritize kindness.
Under Musk’s influence, Twitter’s content moderation has diminished, coupled with technical issues and controversial decisions that have damaged its reputation, deterring both celebrities and major advertisers.
Musk has appointed advertising executive Linda Yaccarino to stabilize the platform, but she remains subject to his unpredictable strategies.
Last week, Musk announced limitations on Twitter’s access, branding it a temporary measure aimed at preventing AI companies from using the platform’s data for training their models.
He also upset many dedicated Twitter users by declaring that access to the TweetDeck feature, which enables a streamlined view of multiple tweets, would be exclusive to paying subscribers.
Fediverse Integration Planned
Despite its ambitions, Meta faces scrutiny, particularly in Europe, where its track record on data privacy could impede Threads’ growth, even with Instagram’s extensive user base.
The social media giant is under the watchful eye of European regulators due to the recently enacted Digital Markets Act (DMA), which imposes stringent guidelines on major internet companies.
A specific provision within the DMA disallows the transfer of personal data between platforms, which may apply to the potential integration of Threads with Instagram.
Previously, Meta faced backlash for similar practices after acquiring WhatsApp, prompting European authorities to closely monitor its actions regarding Threads.
Additionally, the concept of making Threads interoperable with alternative social media options, such as Mastodon, is currently on hold but not dismissed entirely.
“Soon, you’ll be able to follow and interact with people on other fediverse platforms,” the app communicated to its users.
The fediverse concept aims to enable diverse platforms of all types and sizes to engage with each other seamlessly.
