In July 2023, the world was seemingly split in half with the launch of Meta’s Threads. This application was set to be an alternative to the ever-popular Twitter, and having amassed over 100million sign ups in its first 5 days, it seemed as though Meta had crafted the platform to dethrone its rivals place in the world of short form, real-world content. But despite its fast start, Threads faces considerable obstacles in living up to Twitter’s longevity and engagement. While Threads is certainly a softer and less volatile social space, the platform has struggled to capture the same levels of engagement and cultural influence, amongst other factors, as Twitter.
1. Audience and Reach: Impressive Start, Low Retention
At first, Threads seemed to have a fast user acquisition rate because Meta relied on the existing 2billion users hooked on their other social media platform, Instagram, to get the job done in the way of marketing and engagement. Initially this worked , and quickly 175 million people found their way to Threads. However, what the new platform was able to do with acquisition, it failed to do with retention. By August 2023, daily active user numbers had dropped by over 80%, indicating difficulty in maintaining interest.
Comparatively, Twitter users remain faithful despite major leadership and policy changes with Elon Musk. This has been attributed to “X”s plethora of breaking news and global debates, allowing a space for many to air their grievances and ideas, whether that space is safe or not.
It seems as though the “low-stakes Twitter space” Threads was hoping to become worked against their favor, because it was the guttural almost aggressive space of Twitter that kept many hooked. For instance “X” proved its enduring relevance during the 2023 coup in Niger, with live updates and real-time discussions from journalists, citizens, and international bodies. In contrast, Threads failed to become a significant platform for coverage of similar high-stakes events.
2. Engagement and Content: Different Focus, Lower Buzz
Like I already said, Threads aims to foster positive, casual interactions. This often includes showing content like travel photos, lifestyle posts, and feel-good discussions. On the other hand, Twitter thrives on immediacy, serving as a hub for politics, pop culture, and breaking news. This difference in focus inherently limits Threads’ ability to match Twitter’s engagement levels.
For example, In the days following the announcement of a potential Hollywood actors’ strike in mid-2023, Twitter exploded with industry insiders, writers, and actors discussing implications and strategies. Meanwhile, Threads saw comparatively little discourse, reflecting a lack of urgency or traction for real-time, heavy topics.
3. Cultural Relevance: Missing the Public Square
Twitter has long established itself as what I would call a digital “town square,”. This means it is a place for diverse users to converge over shared news and debates. Meta’s Threads has struggled to find an angle as engaging as this. The newer platform focuses more on sanitized and curated conversations, meaning it cannot fully embrace the raw and diverse discourse seen on Twitter.
For example, when Elon Musk revealed changes to Twitter’s verification system and introduced Twitter Blue, heated debates erupted on the platform among celebrities, journalists, and users. Despite the fact so much of that discourse was negatively targeted towards the app, .it was a source of engagement for many Such debates showcase Twitter’s ability to shape global discourse, something Threads has been unable to achieve thus far.
4. Professional Networking and Monetization Gaps
Because Threads focuses on user engagement and lighthearted content, not only does it lack political discourse, but professional opportunities as well. This makes it very unpopular with business men and women, job seekers, and freelancers looking for a community they can reside.
Meanwhile, Twitter has cultivated a professional networking infrastructure over years. Businesses and advertisers prefer Twitter’s mature tools and ability to target and amplify professional and brand messages.
5. User Demographics and Content Preferences
Threads’ reliance on Instagram’s user base has led to content that more closely resembles Instagram’s lifestyle-oriented focus.
Conversely, Twitter is used by journalists, policymakers, scientists, and other public figures to drive and respond to significant events. Threads has not been able to replicate this mix of users, making its content narrower in focus.
Conclusion
Ultimately, Threads’ ambition to be a more wholesome alternative might attract some users but limits its ability to compete with Twitter’s raw, unfiltered, and highly engaged environment. Despite an impressive launch, Threads lacks the retention, cultural dynamism, and versatility that define Twitter. Without these attributes, Threads is unlikely to dethrone Twitter as a platform for real-time global discourse and high-impact engagement
