July 10, 2023

Why Has Facebook Launched Threads: Exploring A New Twitter Competitor

Meta, the parent company of Facebook, has recently launched a new text-based app called Threads in a bid to rival Twitter. This bold move aims to attract users looking for an alternative platform, potentially luring them away from the well-established competitor. The launch of Threads comes as no surprise, as Meta has previously attempted to compete with Twitter by implementing features inspired by the platform, such as hashtags and trending topics.

Threads offers users a familiar environment, closely resembling the functionalities and features that made Twitter so popular. By directly targeting Twitter’s user base, Meta aims to position Threads as a viable option for those who may have become disillusioned with Twitter’s constant changes and controversial decisions.

With over 10 million users signing up for Threads shortly after its release, it appears that Meta’s strategy is gaining traction. As Threads continues to evolve and adapt, it has the potential to become a significant player in the world of social media, ultimately changing the landscape and dynamics of the industry.

The Launch Of Threads

Reasons Behind The Launch
Meta, the parent company of Facebook and Instagram, has officially launched a new app called Threads as a competitor to Twitter. This bold move aims to provide a platform for real-time text-based conversations online, a niche long claimed by Twitter. By launching Threads, Meta is aiming to capitalise on the growing popularity of online discussions and to lure users away from its rival, offering a fresh and innovative platform for sharing ideas and trends.

Threads has been designed for those who prefer a text-based format rather than the image or video-dominated Instagram. Meta’s decision to create a Twitter rival reflects the company’s ambition to cater to a wider range of users and to maintain a leading position in the social media landscape.

Relationship Between Threads And Instagram
Although Instagram and Threads are both under Meta’s umbrella, the two apps serve different purposes and cater to diverse user preferences. Instagram primarily focuses on visual content, such as photos, videos, and Stories, while Threads offers a text-based conversation space, more closely aligned with Twitter’s functionality.

Furthermore, Threads could potentially attract a distinct audience looking for a platform that promotes real-time, text-based exchanges without the pressure of creating aesthetically pleasing visual content. It is worth noting that the success of Threads will depend on its ability to differentiate itself from both Twitter and Instagram, offering unique and engaging features that draw users in and encourage them to become active members of the Threads community.

In conclusion, Meta’s launch of Threads is a strategic move designed to challenge Twitter’s dominance in the realm of real-time online conversations. The relationship between Threads and Instagram highlights Meta’s intent to diversify its offerings in the social media market, catering to various user preferences and attempting to maintain a leading position in the industry.

Comparison With Twitter

User Interaction And Post Features
Threads, Facebook’s new text-based app, is set to rival Twitter as an alternative social media platform. It aims to offer a space for real-time conversations and is a significant attempt by Meta to lure users away from its competitor, Twitter (source). The user interaction on Threads appears to be focused on fostering more meaningful and engaging conversations, with the added advantage of leveraging the expansive user base of both Facebook and Instagram community.

In terms of post features, Threads is similar to Twitter in that it allows users to create, share, and engage with short, text-based messages. However, it will likely differentiate itself by offering unique features and integrations with other Meta-owned platforms.

Functionalities And Limitations
While both Twitter and Threads offer text-based posts, Threads aims to provide users with a more real-time experience, ultimately challenging Twitter’s core selling point of online, instantaneous conversations (source).

Despite its confident launch, Threads may face limitations when it comes to gaining widespread adoption. As a new social media platform, it will need to overcome the scepticism that often surrounds new entrants in this highly competitive market. Additionally, high-profile users such as Tesla CEO Elon Musk have contributed to Twitter’s enduring popularity, and Threads will need to entice influential users to its platform to create a substantial impact.

Furthermore, as Threads is part of Meta, there may be concerns over the handling of user data, given the parent company’s past history with data privacy issues. Ultimately, the success of Threads as a viable Twitter alternative relies on its ability to offer a genuinely different and more engaging experience while addressing any potential functional limitations and user concerns.

Overall, Threads represents Meta’s ambitious attempt to enter the world of microblogging and present itself as a worthy competitor to Twitter in the social media landscape.

The Role Of AI And Data Management

Artificial intelligence (AI) plays a crucial role in the operation and success of social media platforms like Threads, Facebook’s competitor to Twitter. One of the primary uses of AI in these platforms is for delivering personalised content and advertisements to users, ensuring a more engaging and relevant experience. This is achieved by analysing large volumes of data generated by users’ behaviours, preferences, and interactions on the platform.

Furthermore, AI technologies are essential for detecting and preventing data scraping, which refers to the unauthorised extraction of information by third parties. By employing AI-powered algorithms, social media platforms can detect anomalies in data usage and implement appropriate restrictions to protect both the platform and its users.

Another critical aspect of AI in social media platforms is system manipulation detection. By analysing patterns and identifying unusual activities, AI algorithms can flag and mitigate instances of spam, fake accounts, and coordinated campaigns aimed at manipulating public opinion or disseminating misinformation. This contributes to a safer and more authentic environment for users.

In summary, AI and data management contribute significantly to the success of social media platforms like Threads by:

  • Personalising content and ads for users
  • Detecting and preventing data scraping
  • Identifying and mitigating system manipulation attempts

It is through the effective deployment of AI technologies and robust data management practices that Threads seeks to carve its niche in the competitive social media landscape and stand up against established players like Twitter.

Profiles, Creators And Communities

Threads, the new app launched by Facebook’s parent company Meta, is stepping up as a direct competitor to Twitter. Designed with users’ preferences in mind, it encourages a stronger focus on text-based posts. The platform supports the gathering of like-minded individuals and fosters interaction within communities.

Upon signing up for Threads, users create profiles represented by their unique Instagram username. This integration allows for a seamless transition between Instagram and Threads, as contacts and connections made on Instagram carry over automatically. Just like on Twitter, Threads users can easily follow and engage with other profiles they find interesting, including well-known creators and niche communities.

As social media platforms continue to evolve, the rise of creators and influencers becomes more prominent. Threads acknowledges the impact of creators and provides them with an interactive environment to share their content whilst building relationships with their followers. Creators and communities alike can easily communicate and share their thoughts, ideas, and opinions through posts on Threads, allowing for healthy discourse and the exchange of ideas.

The following features are at the core of Threads’ experience, enhancing user engagement and interaction:

  • Username: Each user’s unique identifier, derived from their Instagram username, ensures a smooth and familiar user experience on Threads.
  • Creators: A vital aspect of the app, creators have the opportunity to share their content, increase their visibility, and engage with their followers.
  • Following: Users can easily follow other profiles and creators who interest them, enabling rich and diverse connections.
  • Posts: Text-based posts in Threads promote both concise and articulate communication, fostering healthy exchanges between users.
  • Mastodon: Although not directly related, the open-source social network Mastodon also provides a similar space for creators and communities to engage; it is a reference point for social platforms such as Threads.
  • Communities: Threads fosters interaction among like-minded users by supporting the creation and discovery of online communities.

In conclusion, Threads emerges as a strong contender against Twitter due to its focus on facilitating communication among profiles, creators, and communities. Its design promotes concise text-based posts and engagement among users, providing an ideal platform for discussion and growth.

Availability On App Platforms

Threads, a new social media platform launched by Meta, serves as a competitor to Twitter. The introduction of this app was welcomed, as it aims to create a space for real-time conversations online, much like Twitter’s core function1. Notably, Threads is a free application and can be found on various app platforms.

Users of Android devices can readily access Threads from the Google Play Store, while those who possess iOS devices can download it from the Apple App Store2. As a result, this microblogging platform is conveniently accessible to a broader audience, regardless of their choice of operating systems.

Threads’ official launch included rolling out the application to over 100 countries3. As the platform gains traction, this vast availability ensures that users from different locations can engage with one another on a real-time basis, fostering global conversations. This expansion, in turn, signifies Meta’s dedication to facilitating connections and information sharing in line with Twitter’s offerings.

Though Threads is an independent app, it originates from the parent company of Facebook, Instagram, and WhatsApp4. It is worth noting that it remains distinct from Twitter’s Bluesky initiative, which is focused on decentralised social networks. Nevertheless, both Threads and Bluesky signal the ongoing commitment towards enriching the social media landscape and providing alternatives to traditional platforms.


  1. https://www.cnn.com/2023/07/05/tech/meta-twitter-threads-app-instagram/index.html ↩
  2. https://www.usatoday.com/story/tech/news/2023/07/04/facebook-instagram-launching-twitter-rival-threads/70381679007/ ↩
  3. https://www.theguardian.com/technology/2023/jul/06/meta-launches-twitter-rival-threads-in-100-countries ↩
  4. https://www.cnn.com/2023/07/06/tech/instagram-threads-app-explained/index.html ↩

Competition And Rivalry

In an attempt to stay ahead in the competitive environment of social media platforms, Meta, formerly known as Facebook, has launched a new app called Threads. This is seen as a direct challenge to Twitter’s dominance in the real-time conversation space, with Threads being described as Meta’s “Twitter killer.”

Threads emerged as part of a resolute strategy to diversify Meta’s reach into social media, orchestrated by Mark Zuckerberg. The new app has been designed to provide users with a text-based conversation platform, similar to Twitter. By offering an alternative platform for real-time conversations, Meta aims to capture a share of the market space that Twitter has long dominated.

The rivalry between Meta and Twitter can also be viewed from a broader perspective, encompassing various tech billionaires and their respective interests. Elon Musk, for example, recently invested in a different Twitter alternative called Truth Social. This underlines the significance of the ongoing competition among tech giants in the sphere of social media platforms.

Heading into this virtual “cage match” demonstrates Meta’s determination to stay relevant and expand its reach in an increasingly volatile social media landscape. Taking on well-established platforms like Twitter requires bold moves, ample resources, and strategic execution. Threads, as Meta’s latest venture in its rivalry against Twitter, is an example of the company’s willingness to innovate and transform in order to secure a competitive advantage.

In conclusion, the introduction of Threads by Meta highlights the competitive nature of the ever-changing social media space. As tech giants like Mark Zuckerberg and Elon Musk engage in fierce contests to control market share, consumers can expect additional platforms, rivalries, and innovations to emerge in the coming years.

User Experience And Interface

Threads, the Twitter competitor launched by Meta, aims to provide users with a unique and engaging experience on its platform. The interface is designed to be user-friendly, focusing on ease of use and straightforward navigation.

Users can create profiles on Threads, with accessible settings that allow them to customise their online presence. The platform supports sharing of various types of content, such as links to articles, images, and videos, fostering a rich multimedia experience. Threads is compatible with numerous social media platforms, enabling users to cross-share content with ease.

One key aspect of Threads’ user experience is its integration with other Meta-owned services. Email notifications keep users updated on account activity, while interconnectivity with apps like WhatsApp simplifies communication and promotes cohesion across Meta’s ecosystem.

As an alternative to Twitter, Threads has its unique features as a microblogging platform. Users can repost content they find interesting, akin to Twitter’s retweet function. The overall format and structure encourage rapid sharing, enabling information to spread quickly through the platform.

Notably, Threads aims to address privacy and security concerns within the social media realm. This commitment extends to reducing spam and limiting exposure to intrusive content for a safer browsing experience.

Innovative features like in-app profile customisation, cross-platform posting capabilities, and tailored user controls distinguish Threads from existing microblogging rivals. By leveraging its resources and expertise, Meta has designed Threads as a formidable competitor to Twitter and continues to enhance the platform’s user experience.

The Scope Of Content

Threads, the new app launched by Meta, aims to cover a wide range of content, rivalling Twitter’s established platform. Designed for real-time conversations, Threads integrates various features for users to express themselves effectively.

One significant aspect of Threads is the incorporation of hashtags, similar to Twitter. Hashtags allow users to categorise and search for specific topics, facilitating better engagement with relevant content. Additionally, Threads enables users to share photos and videos, providing an avenue for visual expression alongside text-based posts.

To promote individuality and creativity, Threads offers customisation options. Users can personalise their feeds and profiles, tailoring their experience to match their preferences. This level of customisation allows users to filter the content they interact with more effectively.

In an effort to capitalise on its large user base, Threads has integrated purchase options into the platform. By accessing users’ browsing history, the app can generate personalised product recommendations, encouraging users to make purchases directly through the platform.

As with other social media platforms, Stories play a vital role in Threads. These provide a temporary avenue for users to share ideas, updates, and content in a time-sensitive, engaging manner. The addition of Stories helps Threads compete with not just Twitter, but also platforms like Instagram and Snapchat.

However, launching a new platform doesn’t come without challenges. Threads’ introduction is likely to cause restructuring within Meta and may lead to layoffs. The competition within the social media industry is fierce, and Threads will need to distinguish itself to attract and retain users against established platforms like Twitter.

In summary, Threads aims to provide its users with a comprehensive experience, including text posts, hashtags, photos, videos, personalised recommendations, and Stories. Although entering a highly competitive market, Threads hopes its unique features will resonate with users and emerge as a formidable rival to Twitter.

Active Users And Market Share

Facebook’s launch of Threads aims to tap into the thriving market of social media platforms focused on real-time conversations and public discourse. With over 1 billion active users across various platforms, Facebook recognises the potential to leverage its extensive user base to create a strong presence in this rapidly growing digital public space.

Threads enters a competitive arena, where it will co-exist alongside Twitter, which is known for fostering public conversations and debates among its users. One of the potential reasons for Facebook launching Threads could be to gain a share of this highly active market segment, which currently remains a small percentage of its overall users. By offering an alternative to Twitter for real-time discussions, Meta seeks to extend its dominance in the social media landscape.

An essential element for Threads to effectively compete is capturing a substantial user base quickly and efficiently. Increasing its active users will be crucial to gain a significant market share and entice existing Twitter users to try the new platform. By integrating Threads with its other platforms’ search history and social connections, Facebook may successfully draw more users to the platform by providing a seamless and personalised experience.

Given the rise in popularity of public conversations, Threads will likely focus on facilitating real-time interactions to expand its user base. Offering unique features for real-time exchanges and public discussions could further differentiate Threads from its competitors and attract more users to join the platform.

In conclusion, Facebook’s decision to launch Threads as a competitor to Twitter exemplifies the company’s strategic vision to strengthen its presence in the social media domain. By focusing on expanding its active users and carving out a sizeable market share, Threads aims to become a central communication hub for real-time conversations and public interactions in the digital space.

User Privacy And Customisation Settings

Meta has recently launched a new app called Threads, aimed at rivaling Twitter in the social media landscape. One primary focus of Threads appears to be user privacy and customisation settings, addressing some concerns that users may have when using Twitter or other social media platforms.

The app offers a range of customisation options, giving users the ability to choose the level of privacy they desire when using Threads. This is particularly important for Instagram users who often share personal moments through Instagram stories. With Threads, users can elect to make their content public or private, providing control over who can view their shared content.

In addition to privacy settings, Threads also aims to offer a more unified experience across Meta’s various platforms. This means centralising user and privacy settings across apps to make it simpler for users to understand and manage their online presence. Meta’s intention is to enhance the user experience by making it easier to navigate settings and customise their experience as they see fit.

Overall, Threads offers key features that promote user privacy and customisation settings. By providing Instagram users and other social media users with the flexibility to manage their content and settings, Threads is positioning itself as a viable competitor in the landscape of social media platforms.

Analysis And Predictions

Facebook’s recent launch of Threads, a competitor to Twitter, has been a topic of interest within the tech community. The introduction of this text-based platform comes at a time when social media users are increasingly seeking alternatives due to concerns over community guidelines and trends on existing platforms.

One key feature of Threads is the limitation of up to 500 characters per post, a decision that could likely encourage more concise and precise communication among users. With a focus on public figures and prominent voices, Threads aims to attract influential users and foster more meaningful engagement among its audience.

An analysis by Wedbush Securities suggests that Threads could potentially capture a significant market share in the social media landscape. According to Dan Ives, an analyst cited in USA Today, Threads could benefit from the growing discontent with Twitter’s platform changes, which some users perceive as a violation of their freedom of speech.

The future success of Threads, however, depends on several factors that ought to be considered. Notably, Facebook needs to ensure that the platform remains neutral, transparent, and committed to upholding community guidelines. Furthermore, as Threads progresses, it should innovate its core features, allowing it to distinguish itself from its competitors while catering to users’ changing needs.

Taking into account these factors, Threads has the potential to become a significant player in the social media market. As public figures and influential voices begin to adopt the platform, it may garner increased attention from users seeking a new, text-based alternative. Nonetheless, only time will tell if Threads will be able to compete effectively with social media giants like Twitter or if it will suffer the same fate as other short-lived platforms.

The History Of Competing Platforms

Throughout its history, Facebook, now known as Meta, has maintained a tradition of competing with rival platforms to expand its market share and provide diverse social media offerings. The introduction of Threads comes at a time when competition in the social media space is as fierce as ever, especially with the ever-changing landscape of Twitter.

Meta’s decision to launch Threads as a competitor to Twitter is rooted in the company’s past experiences and ability to adapt to new trends. From the initial success of Facebook’s core platform to the acquisition of Instagram, Meta has always aimed to dominate different areas of the market. With Twitter, Meta now sees an opportunity to capitalise on the recent volatility in its ownership, and offer users an alternative to engaging in real-time conversations online.

The competition in the social media market has often led to multiple rounds of layoffs and organisational restructuring, as companies try to streamline their operations and find the most effective strategies. Meta has not been immune to these challenges, but its resilience and strong user base have helped it maintain a dominant position.

According to Forrester Research, the launch of Threads is a strategic move by Meta to further solidify its hold on the market. It reveals the company’s awareness of the importance of real-time communication and their belief that providing a rival platform to Twitter will serve the needs of users seeking a different experience.

In summary, the history of competing platforms demonstrates Meta’s ability to identify gaps in the market and create innovative solutions. The launch of Threads is yet another example of this approach and showcases the company’s commitment to offering diverse social media platforms for users around the world.

Past Ventures And Lessons Learnt

In the past, Facebook has ventured into diverse areas beyond its primary social networking platform. The company has made several attempts at diversifying its offerings, and through these past ventures, Facebook has gleaned valuable insights that have contributed to its growth and success.

One such attempt was Slingshot, a short-lived ephemeral messaging app designed to rival Snapchat. Despite offering unique features such as drawing and text overlays, Slingshot failed to garner a substantial user base and was eventually discontinued. From this experience, Facebook recognised the importance of understanding user preferences and adapting accordingly.

Paper was another notable venture, aimed at delivering a personalised news-reading experience for users. Though it had an innovative design and interface, Paper did not gain much traction and was eventually discontinued as well. The lessons learnt from Paper highlighted the critical role of user engagement and staying ahead of the competition in the rapidly evolving digital news space.

Facebook also tried its hand at anonymous chat rooms with Rooms. The focus here was on creating interest-based forums where users could interact without revealing their identity. Despite its promising concept, Rooms failed to gain significant user adoption. It was a lesson in the importance of addressing privacy concerns and striking the right balance between anonymity and user safety.

Furthermore, Facebook-owned Instagram introduced IGTV, a long-form video platform aimed at competing with YouTube. While IGTV is still operational, its uptake has been slow compared to expectations. The IGTV experience has shown the need for a clear differentiation strategy and delivering unique value propositions that resonate with the target audience.

Drawing upon these past ventures, Facebook has gained valuable insights into user preferences, market dynamics, and the importance of continuous innovation. As a result, the company now embarks on launching Threads, a Twitter competitor, with the lessons learnt guiding its strategies for success in this new endeavour.

Outlook For The Billionaire Brawl

The stage seems set for a heated competition, coined the “billionaire brawl,” as Facebook, now Meta, is launching its own Twitter competitor called Threads in mid-July. The introduction of Threads to the already crowded social media space sees Meta stepping up its game against rivals Twitter Blue, TikTok, and Snapchat.

Threads is poised to leverage location data and adopt a format similar to Twitter to attract a wider audience. As location data becomes increasingly valuable, it has the potential to set the platform apart from its competitors. Drawing from its vast user base, Meta aims to entice users who are already familiar with their products, like Facebook and Instagram.

This move by Meta has also generated tension between its founder, Mark Zuckerberg, and other billionaire business tycoons such as Elon Musk. The recent exchange saw Elon Musk challenging Mark Zuckerberg to a cage fight, with Zuckerberg taking the bait and responding, “Send me location.”

The launch of Threads adds another layer to the ongoing “billionaire brawl” in the tech industry. While competition in the social media space is a given, the true measure of success will depend on how these platforms engage and retain users. Twitter Blue, TikTok, and Snapchat have their loyal user bases and have made recent strides in innovation, making it a true challenge for Threads to make its mark in such a crowded market.

Ultimately, the novelty of Threads and its ability to differentiate itself from its competitors will be the deciding factor in this billionaire brawl. The outcome of this battle remains uncertain, but it undoubtedly promises to provide much excitement and evolvement in the social media landscape.

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Frequently Asked Questions

What Is The Purpose Of Threads By Facebook?
Threads is a new social networking platform developed by Meta, the parent company of Facebook and Instagram. The primary purpose of Threads is to provide an alternative option to Twitter, aiming to attract users who may be dissatisfied with the current state of the popular microblogging platform. Meta hopes to capitalise on this opportunity and gain a share of the market by offering Threads as a viable alternative for conversation-driven social media interactions (source).

How Is Threads Different From Twitter?
While both Threads and Twitter focus on conversation and short-form content, Threads has some distinct features that differentiate it from Twitter. For example, Threads emphasises more on the integration of existing Meta-owned platforms like Facebook and Instagram, allowing users to easily manage their content and relationships across these platforms. Additionally, Threads may offer new features and tools that will define its unique user experience when compared to Twitter (source).

What Features Does Threads Offer To Users?
Being a new platform, Threads will likely innovate and bring its own set of features designed to offer users a fresh, engaging, and interactive experience. While specific details about these features may still be under wraps, we can expect advanced tools for content creation and collaboration. It is anticipated that Threads will also have seamless integration with existing Meta-owned platforms like Facebook and Instagram, streamlining communication across these apps (source).

How Can I Download And Access Threads?
Threads is expected to have a dedicated app available for both iOS and Android users through the Apple App Store and Google Play Store, respectively. Once the app is released, users will be able to download and install it on their devices. Registration and account setup is also anticipated to be simple and easy, as with other Meta-owned platforms (source).

What Is The Public Opinion Regarding Facebook’s Threads?
Public opinion regarding Threads may vary as it will be a new player in the social media market. Some may view Threads as a welcome alternative to Twitter, especially if the platform offers innovative features and a better user experience. Mark Zuckerberg has mentioned a positive initial response in terms of user sign-ups (source). Over time, the public’s opinion on Threads will become more apparent as the platform gains users and market share.

In what Ways Does Threads Integrate With Instagram?
Although the specifics are yet to be disclosed, it is likely that Threads will have some level of integration with Instagram. Given that both Threads and Instagram are owned by Meta, users can expect tools designed to work seamlessly between the two platforms. This integration may allow users to conveniently share content, manage relationships, and participate in conversations across Threads and Instagram (source).

About Shirish Agarwal

Shirish Agarwal is the founder of Flow20 and looks after the PPC and SEO side of things. Shirish also regularly contributes to leading digital marketing publications such as Hubspot, SEMRush, Wordstream and Outbrain. Connect with him on LinkedIn.