Whatâs going on here? Metaâs taking the fight to Twitter, with a new, uncannily similar app called Threads. What does this mean? Love him or hate him, most people wouldnât want a job on Elon Muskâs PR team. After all, itâs been one controversy after another since the tycoon took over Twitter. His relaxed approach to content moderation and the new subscription fee for verified accounts first raised eyebrows. And limiting the number of posts users can view â supposedly to ease server strain â has only pushed those furrowed caterpillars further up folksâ foreheads this past weekend. Now Meta, ever the opportunist, has smelled blood in the water: the tech giant is set to launch Threads this week, a platform linked to Instagram where users can publish, share, and reply to text-based posts. Somehow, it all sounds a little familiar⊠Why should I care? The bigger picture: Something borrowed. Twitterâs dominance in the social media space has been challenged before, with attempts like Jack Dorseyâs Bluesky and Donald Trumpâs Truth Social failing to take off. But Meta has a history of making copycat products succeed. After all, it essentially copied the âstoriesâ feature from Snap back in 2016 â and now more people use that format on Metaâs apps than use Snapchat. And thatâs not to mention its âreelsâ, eerily similar to TikTok videos, which have been driving growth lately too. If Threads is an equally successful knockoff, it might just be a game-changer. Zooming out: The star factor. Let's be real: there's only one thing keeping folk on Twitter, and thatâs the people they follow. Yes, Metaâs got a few strengths, like its uber-powerful infrastructure and its existing suite of apps, but to truly mount a challenge, it needs star power â and Instagramâs horde of celebrities and influencers could be the key. With that in mind, Musk might need to use all his clout to prevent his $44 billion purchase from turning to dust. |