‘The metaphorical cage match has started’ – Will Threads bring Meta the boost it’s been looking for?
Facebook parent Meta has launched a “Twitter killer” app. It’s an almost direct copy of the microblogging platform, released on July 6 with very few glitches, a smooth interface and an intuitive user experience. But will ‘Threads’ bring Meta the substantial boost it’s been searching for?
Experts say it may. According to the company, the new platform boasted a whopping 30 million downloads just 24 hours after its launch, apparently making it the most rapidly downloaded mobile application ever.
Meta CEO Mark Zuckerberg believes Threads will be able to sustain that momentum, revealing in a post on the app that he imagines a future with over one billion users. But much of that success depends on whether the platform can combine the energy of both Twitter and Instagram.
Can Meta Re-Create Twitter’s Online Culture?
Threads could lure users away from the increasingly dysfunctional Twitter. But the Elon Musk-owned company isn’t known for the ‘functionality’ but the network and the culture, said Drew Margolin, assistant professor of communication at Cornell University.
It remains to be seen how Meta can re-create this. There could be further potential roadblocks along the way, such as antitrust measures and other regulations. At a time when the tech industry is facing unprecedented action, the company’s plans to go big with Threads is a gamble.
On Thursday, Twitter threatened Meta with possible legal action, claiming the new Threads app has violated the company’s “intellectual property rights”. Nevertheless, it’s certainly not the first time the Facebook parent company has borrowed features from competitors.
Threads Is A Strong Punch, Not A Deadly One
“The metaphorical cage match has started,” said Jasmine Enberg, a principal analyst at Insider Intelligence. Musk recently challenged Zuckerberg for a fight, which the Meta chief accepted as well. Rumours suggest Rome’s Colosseum could serve as the venue for the historic match.
Experts believe the Threads app is a strong punch to Twitter, but not a deadly one. Still, Musk needs to watch his back as the new platform could explore monetization methods soon – at a time when scores of advertisers have been fleeing Twitter.
Overall, Threads could be the key to success for Meta, which has been struggling in recent years. The company’s signature metaverse project is yet to be called a success, while growing competition from newer platforms is posing additional problems too. And Meta layoffs are no news!