Meta Platforms is set to introduce a new microblogging app named Threads, aimed at competing directly with Twitter. This announcement follows a wave of criticism towards Twitter CEO Elon Musk for implementing temporary restrictions on the number of posts users can read on the platform.
Scheduled for release on Thursday, Threads will enable users to carry over their followers from Instagram and maintain their existing usernames, according to information from Apple’s App Store.
The debut of Threads comes at a time when Twitter has been embroiled in numerous controversies since Musk acquired the company for $44 billion in 2022.
Just last week, Musk unveiled new restrictions on Twitter, capping the daily tweet views for users, which sparked backlash across the social media community.
While other microblogging platforms like Mastodon and Blue Sky have seen increased user engagement since Musk’s takeover, neither has emerged as a viable competitor to Twitter.
However, Meta’s Instagram boasts hundreds of millions of users and has a track record of successfully launching features inspired by other social media trends.
For instance, in 2016, Instagram added “stories,” a feature modeled after Snapchat’s disappearing posts, and more recently, it introduced “Reels” to tap into the popularity of TikTok.
The launch of Threads poses a significant threat to Twitter during a tumultuous period for Musk, whose attempts to revamp the platform and streamline its revenue strategies have drawn heavy criticism.
Since acquiring Twitter, Musk has dramatically reduced the workforce by approximately 80 percent and reinstated previously banned accounts, including that of former U.S. President Donald Trump and the conservative satire site Babylon Bee.
The platform has seen hundreds of advertisers pause their spending due to concerns over increased harmful content, and internal documents revealed a decline in engagement among its most active users.
Meta has not yet responded to inquiries regarding a similar launch on the Google Play Store. Efforts to reach Twitter for comment were unsuccessful.
© Thomson Reuters 2023
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