![]() ![]() The app has been in the works since January, according to the same Cox presentation, but it was last week’s throttling event on Twitter that accelerated the launch of Threads. Zuckerberg, writing this time on Threads, says the app has received 30 million sign-ups in the first 24 hours of the app’s life. In an Instagram post, Mark Zuckerberg talked about the idea of creating a “friendly public space for conversation.” Already the joke of a “friendly” rival to Twitter is being widely shared. The difference and opportunity, according to Meta’s chief product officer Chris Cox speaking in an internal presentation, is to provide a platform that is safe, easy to use, reliable, and “sanely run”. Threads is a “text-based conversation app” that accommodates posts of up to 500 characters along with hyperlinks, photos, and videos. If you’re looking for more competition between the rival social networks, there’s also talk of a cage match between Musk and Zuckerberg, which appears to be the way that major celebrities go about settling differences these days. Should Threads continue to grow at this rate, it could match Twitter’s user base by the middle of this month – though that is deeply unlikely. Twitter, meanwhile, was never a big source of ad spending compared to the Meta juggernaut and fulfilled an idiosyncratic role that garnered more passive attention than other platforms. The appetite for testing will likely match user appetite for the app itself but given that a lot of companies big and small already use Meta’s ad manager, the same offer of convenience to users will presumably translate to advertisers too. Some brands are already posting organic content to the site. ![]() ![]() Not yet, but with the company specialising in the plumbing of advertising around social media, one suspects that advertising on Threads is no distant prospect. This time, Meta’s clone of the ailing Twitter even borrows a feature of the older microblogging platform for its name, in a tactic that even Meta founder and CEO Mark Zuckerberg notes on his rarely used Twitter. It’s not the first, and probably not the last time, that Meta pulls its judo move and effectively clones its way to a new product, Threads – what now? ![]()
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