Meta Launches Twitter Rival “Threads”
Meta has recently launched a new social media platform called Threads. It can be linked to Instagram accounts and it has been openly marketed by Mark Zuckerberg as an alternative to Twitter. After an initial record number of downloads, will the platform survive the test of time and what legal issues might it encounter along the way?
About the app
Threads is a new text-based social networking app and Meta’s latest product on the market. Upon signing up, users can link their Instagram account and automatically add any followers that use both platforms. Another function enables sharing posts on Instagram stories with a link which easily redirects viewers to Threads.
Beyond its relationship with Instagram, the almost-identical look to Twitter makes Threads a clear rival to Elon Musk’s platform. Alike Twitter, users can create posts of up to 500 characters, and add images, to share with their followers or the entire world. Currently, the app does not display advertisements – a key and welcomed distinction. However, it also lacks some of the additional functions available on Twitter, such as polls or gifs.
Popularity
Upon launch, on 5th July 2023, the app saw a record number of downloads. Meta reported that Threads attracted 30 million sign-ups in less than 24 hours.
Up to date, Threads has surpassed 150m downloads and it is awaiting its release in the European Union. In comparison, Twitter has around 500m users globally.
Legal Challenges
Threads is expected to face a host of legal issues. In a climate of increased scepticism towards Big Tech, the owners of the app will have to prepare to navigate complex regulatory frameworks, such as the UK’s new Online Safety Bill.
Threads has already run into some legal trouble. Twitter has threatened Meta with a suit for stealing its trade secrets. In a letter addressed to Zuckerberg, Twitter’s lawyer accused Meta of engaging in ‘systemic, wilful and unlawful misappropriation of Twitter’s trade secrets and other intellectual property.’ This has been presented against the context of hiring dozens of Twitter’s employees to help develop the platform, although this practice is not unusual in the sector. Finally, in response to the app launch, Musk commented on Twitter that ‘competition is fine, cheating is not’.
Conclusion
Threads is the latest social network to hit the market. Its initial success may dilute Twitter’s activity long-term. This threat has already ignited a legal challenge. It remains to be seen whether Meta will be cleared from any accusations.
By Scott Hickman