Over 10 million users registered for Threads, Meta’s answer to Twitter, within just a few hours of its launch, according to Mark Zuckerberg, the CEO of the parent company of Facebook. This rapid uptake marks an impressive entry into the social media landscape.
Threads poses a significant threat to Twitter, which has faced numerous upstarts but remains one of the most well-known platforms despite ongoing challenges. As it went live at 23:00 GMT (4:30 AM IST) on Wednesday, the app made its debut on Apple and Android app stores across 100 countries, with an ad-free experience for the moment.
Zuckerberg announced on his official Threads account on Thursday, “10 million sign-ups in seven hours.”
Prominent figures including Jennifer Lopez, Shakira, and Hugh Jackman already had active accounts, as did well-known media organizations such as The Washington Post and The Economist.
In the initial hours after launching, Zuckerberg actively interacted with users. He noted in a reply to MMA fighter Jon Jones, “One thing that’s up is the number of world champion MMA fighters on Threads, especially now that you’re here!” He later remarked, “Round one of this thing is getting off to a good start.”
In a nod to his ongoing rivalry with Elon Musk, who owns Twitter, Zuckerberg shared a meme on Twitter featuring the iconic Spiderman pointing at Spiderman, humorously highlighting the similarities between the two platforms.
On Threads, he expressed optimism about the app’s potential, stating, “It’ll take some time, but I think there should be a public conversations app with 1 billion+ people on it. Twitter has had the opportunity to do this but hasn’t nailed it. Hopefully, we will.” Twitter claims to have over 200 million daily active users.
Striving for Kindness
Threads appears to be a direct offshoot of Instagram, benefiting from an existing audience of over two billion, which could help it gain traction more quickly than platforms starting from the ground up.
Zuckerberg is believed to be capitalizing on the current turbulence at Twitter under Musk’s leadership to launch this new offering. The ambition is for Threads to become a preferred communication avenue for celebrities, companies, and political figures. Strategic financial analyst Brian Wieser stated on Substack, “If an Instagram user with a large following like Kardashian or Bieber posts regularly on Threads, the platform could thrive rapidly.”
According to analyst Jasmine Engberg from Insider Intelligence, Threads could become as large as Twitter with the participation of just one in four monthly Instagram users. She noted, “Twitter users are desperate for an alternative, and Musk has given Zuckerberg an opening.”
Instagram’s head, Adam Mosseri, mentioned that Threads aims to develop “an open and friendly platform for conversations,” urging users to embrace kindness as a guiding principle.
Under Musk’s direction, Twitter has seen minimal content moderation, resulting in glitches and impulsive decisions that have alienated some celebrities and major brands. Although advertising executive Linda Yaccarino was brought in to stabilize the platform, her position has been complicated by Musk’s unpredictable management style.
Recently, Musk announced restrictions on Twitter access to prevent AI companies from utilizing the site for training purposes, a move that angered many of Twitter’s most dedicated users. Additionally, his decision to limit the use of TweetDeck to paying customers caused further frustration among users.
Awaiting EU Approval
Despite its significant user base, Meta faces criticism, particularly in Europe, which could hinder Threads’ expansion. Concerns largely revolve around the company’s data handling practices vital for targeted advertising, which contributes significantly to its revenue.
Mosseri expressed regret over the delayed EU launch, indicating that seeking regulatory clarity from Brussels would have significantly postponed Threads. “I was worried that our window would close because timing is important,” he stated in an interview with Platformer, a tech news outlet.
Sources suggest that Meta is cautious due to potential implications of the Digital Markets Act (DMA), which imposes strict regulations on major internet companies. A particular rule prohibits transferring personal data between different products, such as Threads and Instagram, and regulators will be vigilant to ensure compliance.
User Reactions on Twitter
By midday Thursday, Threads was the top trending topic on Twitter in Japan, though many users voiced concerns about their privacy. One remarked, “Threads is run by Meta, isn’t it? It will definitely leak your real name or the game you are playing, or put you in the list of your workplace company friends.” Another stated, “Meta loves to collect private information, and I don’t trust the way it handles it. I also have the feeling that this is a company disliked by the EU, so I’m hesitant.”
