In a very short time, a new competitor to Twitter has emerged and gained massive popularity with more than 70 million users already.
Meta has launched its version of a social media platform called Threads, where, just like on Twitter, users can share their thoughts in writing, communicate, and engage with others across the platform.
Engagement on Threads comes from likes, reposts, and comments — the written elements can also be accompanied by images and videos.
This is far from the first time Meta has drawn heavy inspiration from other major media giants — just look at how stories, originally from Snapchat, have become an integrated part of Instagram, alongside the popular Instagram Reels inspired by TikTok’s short video format.
Now it’s Twitter’s turn to be overtaken — or, according to some, outright cloned.
In this post, I want to explore what this new social media platform, Threads, is capable of and what it might mean for the future of marketing through Meta apps.
Cloning or improving Twitter?
Since Elon Musk’s acquisition of Twitter, the platform has faced criticism due to its chaotic layout, limited ad reach, and uncertainty around which accounts and tweets are given visibility.
There has long been speculation about when an alternative would appear — one that supports the popular written format used to quickly publish thoughts and create communities.
Whether Threads is merely a clone of Twitter or even an improvement remains to be seen. In my view, Threads stands to win big thanks to its seamless integration with Instagram, allowing users to carry over their profile data easily.
This gives creators the ability to bring their followers and data with them, instead of having to start from scratch on a new platform.
It’s also a requirement to have an Instagram account to create a Threads profile — a strategic move by Meta to drive adoption and allow for a smoother transition from one platform to another.
The purpose behind Threads
Threads is reportedly designed to be a more “empathetic” platform, supported by guidelines and safety protocols aimed at creating a more streamlined feed for users.
In this way, the platform distances itself from the chaotic and criticized Twitter, with the intention of fostering a safe environment where visibility and reach are granted to those who genuinely engage with the platform and its community.
Advertising on Threads
At the time of writing, Threads has no paid ads, but many predict that advertising will eventually become a natural part of the platform. In theory, ads could easily be integrated into Meta’s existing ad ecosystem, which already includes Instagram and Facebook.
Meta has automated advertising processes across Meta apps – read more in my post here.
Additionally, Meta has announced that Threads plans to collaborate with ActivityPub, allowing users to transfer their followers and content to other ActivityPub-compatible apps, such as WordPress.
As Meta describes, this opens the door for a unique type of cross-platform collaboration not seen before, offering the potential to reach even more users and communities.
Availability in the EU?
Currently, Threads is not available to users residing in the European Union due to ongoing uncertainty regarding the types of personal data the platform can access.
Investigations are underway to determine whether Threads can comply with GDPR regulations within the union.
Personally, I look forward to the day when we in the EU can explore this new platform and see what opportunities arise for paid advertising within the app.
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