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HOT TOPIC | Threads: Unravelling the Competition - Surpassing 100 million users in just days

On the 5th of July, Meta, the parent company of Facebook and Instagram, launched Threads, an application described as a "text-based conversation app", in approximately 100 countries. It has emerged as a formidable threat to Twitter, presenting a significant shift in the online platform landscape.


It has rapidly gained traction, surpassing 100 million users in a mere four days after its launch on the Apple App Store and Google Play Store. It is even more noteworthy considering that Threads has yet to be introduced in one of Meta's key markets, Europe.


The question remains: can Meta sustain the impressive momentum of Threads and outpace Twitter's estimated monthly active user count, which ranges between 400 to 500 million? Nevertheless, it is crucial to differentiate between sign-ups and active users, as not all those who tried Threads will become regular monthly users, despite the substantial initial user base it attracted.

What sets Threads apart from its competitors is Meta's ability to leverage its existing two billion Instagram users, enabling seamless integration and community retention. This gives Threads a significant advantage in rapidly establishing itself as a leading platform.


Its simplistic black-and-white feed and features resembling Twitter, such as reply, love, quote, and comment options on other users' "threads," offers a familiar experience for Twitter users seeking an alternative platform.


Twitter users have faced multiple challenges lately, with Elon Musk's arrival as CEO leading to platform instability, controversial policy changes, and limitations on user functionality.


In a twist, Twitter's lawyer has accused Meta of unlawful misappropriation of trade secrets, alleging that former Twitter employees deliberately developed Threads as a copycat app. The rivalry between the two companies continues to unfold.


While Threads offers a glimmer of hope for users seeking an alternative to Twitter, the battle between Meta and Twitter will ultimately depend on each company's ability to navigate the long game. Threads has made an impressive initial impact, but Twitter's established status in the social media landscape still holds significant influence. The future will be determined by the users who decide which platform they choose to support.

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