Meta, formerly known as Facebook, recently launched its Threads application, a social network designed to rival Twitter. This new platform is very similar to Twitter in concept, allowing users to share thoughts, anecdotes and opinions through short messages of up to 500 characters. Users can also embed links, photos and videos of up to 5 minutes in length. Features such as likes, reposts (the equivalent of retweets) and comments are also available.
What is Threads?
In the Threads feed, users will be exposed to posts from people they follow, as well as recommended content from new creators. However, it is important to note that Threads does not yet support ActivityPub, the open standard for decentralised social networks. However, Meta plans to integrate this functionality in the future, which would allow the application to be interoperable with other platforms that support this protocol, such as Mastodon or WordPress.
A social network connected to Instagram
What sets Threads apart from other social networks is its close connection with Instagram. The application is directly linked to Instagram, allowing users to connect with their existing Instagram account while retaining their username and contacts. The aim of this strategy is to quickly attract millions of users as soon as the application is launched. And so far, it seems to be working, as Threads has already surpassed 100 million users since its launch on 10 July.
Launch in over 100 countries
However, there is some bad news for European users. Due to data collection issues, Meta has decided not to launch Threads in Europe for the time being. This decision follows concerns expressed by the Irish Data Protection Commission, which believes the app sucks in an excessive amount of sensitive user data. Thanks to this excellent compatibility with Instagram, Threads will allow you to easily share your posts in your Instagram Stories, as well as distribute them as URLs on other platforms.
Meta takes advantage of Twitter's turbulence
The launch of Threads comes at an opportune time, as Twitter has recently been experiencing problems with its users. Changes made by Twitter, such as the monetisation of certain features and problems with the management of the platform, have frustrated many users. Threads therefore has a clear advantage with its large Instagram community and a familiar interface for users.
How to keep users?
To keep users engaged, Meta plans to release regular updates for Threads. These updates will add new features, such as a feed reserved for followers, an edit button and a search function for publications. However, it is still unclear whether all these new features will be available from day one or whether they will be rolled out gradually.
Another new feature is the introduction of advertising on Threads. Although Meta initially stated that it would not be monetising the app in the first few weeks, recent reports suggest that adverts could be introduced soon. This raises concerns among Twitter users, who are already complaining about ad scams, while actual advertisers are reluctant to partner with Elon Musk.
Conclusion
In summary, Threads, the Twitter competitor launched by Meta, offers a similar experience to Twitter, but with a strong integration to Instagram. Although the app's launch in Europe was delayed due to data collection issues, Threads has enjoyed impressive success in other countries, surpassing 100 million users in just five days. With regular updates and new features to come, it remains to be seen whether Threads can compete with Twitter in the long term.
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