Why Is Meta Competing With Twitter Using Instagram Threads?

Meta, the parent company of Instagram, has released a standalone app called Threads, which is intended to compete with Twitter.

The head of Instagram, Adam Mosseri, mentioned that the volatility and unpredictability of Twitter under Elon Musk’s leadership provided an opportunity for Meta to enter the market. Threads is designed for public conversations, similar to Twitter’s purpose.

Threads is a new app that users need to download separately. To make the onboarding process easier, Meta allows users to auto-populate their account information and follow a list from Instagram.

The app’s main feed shows posts, or “threads,” from accounts users follow, along with recommendations from Instagram’s algorithm.

Users can repost content with their own commentary, and replies are prominently featured in the feed. Threads allows posts up to 500 characters long, along with photos and videos up to five minutes long.

While Meta acknowledges the challenges of unseating Twitter, it sees an opportunity to attract creators who are looking for alternatives to centralized social media platforms. Meta aims to make Threads culturally relevant rather than focusing solely on the number of users.

Threads has been launched in 100 countries, excluding the European Union initially due to complexities related to complying with new laws, such as the Digital Markets Act.

Meta plans to integrate Threads with ActivityPub, a decentralized social media protocol used by Mastodon, in the future.

This integration would allow Threads users to interact with Mastodon users and transfer their accounts to other clients supporting the ActivityPub standard.

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It seems that Meta is attempting to create a strong alternative to Twitter. The company is trying to enter the public discussion space by leveraging the existing Instagram communities. Currently, there are no ads on Threads. But it is obvious that Meta will try to monetize that soon.