The challenge to the social media platform launched by Meta’s Threads seems to have stalled largely because of user inertia
Social MediaWhen Mark Zuckerberg first entered the ring against Elon Musk, it seemed as if he had delivered a knockout blow in the first round.
Meta’s timing could hardly have been better. It arrived just after Musk’s team had infuriated Twitter’s approximately 400mn users by drastically — and possibly accidentally — limiting the number of posts they could see per day. Threads was hailed as the saviour of disgruntled tweeters. The new management made it harder for users to see the tweets of those they chose to follow and harder to share links to other websites. They introduced more intrusive ads and allowed bots to flourish. They made random changes to the service seemingly on a whim and executed a clumsy rebranding. The user experience, always a mixture of delight and irritation, became more irritating and less delightful.
Threads seemed different though. It is easy to get set up and start using it. Backed by Meta and linked to Instagram, it had scale pretty much immediately. It pitched itself as a kinder, gentler place, free of toxic rants and playground fights. Millions of Twitter users claimed a square of land there before returning to Twitter to tell everyone they had done so. But most of them never got around to fully emigrating.
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