NEW YORK: With the launch of Meta’s app Threads, celebrities, lawmakers, brands, and social media users are quickly embracing the platform. Many Twitter users, who have grown tired of the drama surrounding Elon Musk’s oversight, are now eager to connect with their followers on Threads. However, the big question remains: Will they stick around?
According to Adam Mosseri, the head of Instagram, Threads has attracted a whopping 100 million users in just five days since its launch. Among these users is Ann Coleman, a 50-year-old resident of Baltimore. Coleman, who has been an avid Twitter user for over a decade and even found her husband on the platform, joined Threads after hearing about it from a comedian she follows. She has been seeking an alternative platform due to Musk’s political views and changes to Twitter, such as the upheaval of its verification system. Although she likes Threads, she wishes she could easily follow all her Twitter friends on the platform.
Michael Evancoe, 28, has had limited experience on Twitter since his personal page was suspended several years ago. He agrees with Musk’s changes on Twitter and created a new account earlier this year, but struggled to gain followers and interactions. After joining Threads, Evancoe has found it easier to interact with other users. However, he hopes that Meta does not overly moderate the app, as it could deter interest and engagement.
Meta has stated that it will moderate Threads using Instagram’s content guidelines. The company is positioning the platform as a new digital town square, offering a less toxic version of Twitter. Their aim is not to replace Twitter, but to provide a more appealing space for conversations. In the first two days of Threads’ availability, Twitter’s traffic decreased by 5% compared to the same period a week ago and 11% compared to the same period last year, according to SimilarWeb. However, it should be noted that Twitter traffic has been declining overall, even without the presence of Threads.
Dr. Jennifer Billinson, a media studies professor at Nazareth University, sees a potential clash between Twitter refugees and the larger number of Instagram users on Threads. Twitterites are likely to be outnumbered on the new platform. Those accustomed to Twitter’s aggressive culture could easily clash with the more laid-back Instagram users. Any tensions could potentially be resolved by giving users more control over their Threads feed. Currently, users are subject to the Threads algorithm.
Though Threads has experienced a surge in users, Brendan Gahan, partner and chief social officer at the creative agency Mekanism, believes it is too early to determine its success. He questions whether the rapid growth is a good thing, comparing it to successful platforms that started with a focused approach and expanded gradually.
Another question arises regarding how influencers will utilize Threads and whether they can replicate their following from other platforms. Notably, YouTube creator Jimmy Donaldson, known as MrBeast, has already gained over four million followers on Threads. Integration with Instagram has made it easy for content creators to convert their followers, but this could potentially overshadow emerging talents on the platform.
Additional challenges may loom for creators. As Gahan points out, video and photo-based creators may struggle to transition to a text-focused platform. However, many creators are reposting the same content, and time will determine the success of this strategy.
Asante Madrigal, a content creator whose livelihood relies on social media, has tried out Threads but does not plan to prioritize it for now. He is unable to monetize his content on the platform and will focus on apps like Instagram, YouTube, and TikTok, where he has a combined following of over two million. Madrigal highlights the lack of transparency in Threads’ algorithm and the absence of features like hashtags and direct messaging between users.
While Threads shows promise, only time will tell how it fares in the competitive social media landscape.
Credit: The Star : News Feed
