Twitter has weathered months, if not years, of mismanagement as well as mass layoffs, frequent service disruptions and an exodus of top advertisers, but the launch of a rival app from Meta could prove to be the final straw.
Threads surpassed 100 million users this weekend, less than a week after it launched, Meta CEO Mark Zuckerberg announced Monday, marking a staggering feat for any social network and one that puts it on pace to rapidly pass Twitter’s audience size.Meanwhile, multiple internet traffic analysts reported noticeable declines in Twitter usage in just the past few days. The results underscore the risk Meta poses to Twitter’s business and raise questions about how, or if, Twitter can stem its losses.
Bolstering the traffic reports were the anecdotal experiences of some Threads users. Alex Stamos, director of the Stanford Internet Observatory, said Saturday he ran an “unscientific test” of how the same post he shared on Twitter, Threads and Mastodon, another rival, performed with his audience over a 23-hour period.
“From my perspective, Twitter is done as a platform for serious tech conversations,” Stamos said, who previously was the chief security officer at Facebook.Fueling Threads’ rapid growth has been Meta’s use of Instagram as a springboard to sign up new users, along with what many Threads users have identified as a dissatisfaction with Twitter.
Zuckerberg and Instagram head Adam Mosseri have emphasized that Threads is about more than replacing Twitter and that the app seeks to tap audiences outside of Twitter’s traditional user base. That means Threads will not actively elevate news or political content, Mosseri said, describing those topics as “not at all worth the scrutiny, negativity , or integrity risks that come along with them.”
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