Threads is considering all its options as the battle with Elon Musk’s X intensifies.
Meta Platforms Inc.’s Threads launched a year ago as Mark Zuckerberg ’s bid to capitalise on the struggles of Elon Musk ’s X, the social network formerly known as Twitter .
If Instagram boss Adam Mosseri has his way, Threads may soon compete with X for advertising dollars as well. “It’s just really a question of opportunity cost. Is that the best way to drive business versus making Instagram ads a little bit better on any given month? But it’ll happen, and hopefully sooner rather than later.”
While Zuckerberg has succeeded in copying many of his competitors’ strongest features – Snapchat’s Stories and TikTok’s short-form video feed, among others – Meta has failed repeatedly when building its own standalone apps from the ground up. Instagram and WhatsApp, both with well over a billion users, were acquisitions.
Instagram was already building a new product called Channels, which worked like a one-way private message to a user’s follower list, akin to an email blast. Channels, though, didn’t feel like enough of a competitor to Twitter. users could read each day, an effort to combat data scrapers and encourage more people to pay for his $8-per-month subscription service.
Because Threads looks almost identical to Twitter, it seems that most people assume they’ll have the same experience. Posts that include political news are still shown to a user’s followers and won’t be “downranked” or hidden, Mosseri said, but Threads won’t proactively recommend those posts to others on the service, either.
Mosseri is adamant that Threads is still a place for news outside of politics, and said that he wants Threads “to be a place where you can be up to speed on what’s happening as it’s happening.”
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