15-8-2023 (SAN FRANCISCO) Threads, the text-based social network hailing from the Meta empire led by Facebook’s owner, made an assertive entrance onto the social media scene, coinciding with a tumultuous period for its arch-competitor, the platform then known as Twitter. Garnering swift attention, Threads rapidly accumulated an astounding 100 million sign-ups, a remarkable feat for a newcomer in the realm. This meteoric rise led many to brand Threads a formidable “Twitter killer.”
Yet, within a mere two weeks, the momentum began to dwindle. Recent figures as of August 7th reveal that the count of daily Threads users settled around 10 million on Android devices. This starkly contrasted with the 49 million users during its launch only a month earlier, according to data sourced from SimilarWeb, a renowned research firm.
The question that looms now is whether Mark Zuckerberg’s latest venture is a mere ephemeral flash, or if it can withstand the headwinds posed by its most formidable adversary. Astonishingly, this contender is not the former Twitter, known as X, but rather TikTok. However, the odds stacked against Threads in this battle are far from favorable.
“Mark Zuckerberg may have momentarily shifted his focus during the feud with Elon Musk, but the real contest for Meta lies with TikTok,” asserts Insider Intelligence analyst Jasmine Enberg. She adds, “Zuckerberg still needs to keep a watchful eye.”
It holds true that before TikTok seized the mantle of the digital town square and the birthplace of trends, this role was occupied by Twitter, notes Enberg. Nevertheless, the landscape has since shifted dramatically, with the mantle of trendsetters now assumed by the TikTok generation, comprising Gen Z and even younger demographics. The sagacious Pew Research Center affirms that, akin to the decline witnessed on the Facebook front, Twitter usage is likewise waning among teenagers.
In this milieu, a text-centric social media platform may not hold the allure it once did for the TikTok generation. After all, the TikTok epoch propagates dances, makeup tutorials, audacious recipes, and the emergence of “de-influencers” predominantly through dynamic videos rather than the written word. However, despite the medium, Threads encounters a pivotal challenge in transcending its role as a mere alternative to Twitter and in distinguishing itself from Instagram’s expanding sphere, elucidates Enberg.
Regrettably, at present, the solution to this challenge remains elusive. Threads garnered its initial colossal user base, including both well-known luminaries and brands, due to its integral association with Instagram. Registration for Threads necessitates an Instagram account, and seamlessly toggling between the two platforms is facilitated. Given Instagram’s substantial user base, estimated to exceed a billion and possibly even two billion, the app lured users to Threads using notifications that encouraged joining their friends in this new enclave.
However, the pivotal question arises: what next? Presently, Threads’ user demographics mirror those of Instagram, with prominent accounts emanating from the predictable niches: celebrities, politicians, news agencies, influencers, and the like.
Discovering original content from everyday individuals is notably more challenging, unless the imported Instagram connections happen to be a loquacious or “thready” bunch. Opting for Threads without affiliating with an active Instagram account can result in an impersonal and sterile experience, as the app funnels users towards subscribing to the same prominent accounts that everyone else follows.
While numerous internet luminaries hastily joined Threads, amassing sizable followings, the frequency of their return remains uncertain. An instance is MrBeast, the renowned YouTuber whose real name is Jimmy Donaldson. Although he boasts a following of 5 million on Threads, he has remained dormant for two weeks. During this interval, he continued to disseminate content on TikTok, Twitter (or X as it is now known), and even uploaded an 18-minute video on YouTube, where he commands an impressive subscriber base of 175 million.
During a recent conference call, Zuckerberg expressed his “optimism” concerning Threads while conceding that substantial efforts are requisite to unlock its full potential. He remarks, “It has been somewhat anomalous within the tech industry that an app for public discussions, amassing a billion users, has not yet emerged.” He adds, “When I consider the spectrum of social experiences, it’s apparent that such an app should exist.”
However, whether Threads fits the bill remains uncertain. As Zuckerberg candidly acknowledged during the same discourse, Meta has ventured into multiple standalone experiences over time, yet these endeavors have largely faltered. While Facebook perseveres as a behemoth, Meta successfully integrated Instagram and WhatsApp, its two thriving platforms. Messenger, arguably the most prominent success story, initially functioned as a component within Facebook before its elevation into a distinct application.
Zuckerberg concludes, “It’s truly remarkable that we possess the opportunity to engage in this venture, and I am highly optimistic about our current trajectory.” Yet, he concedes, “Nonetheless, the road ahead is extensive.”
