Threads vs. Twitter: the battle of social media giants

In today’s fast-paced and interconnected world, the Threads app stands out as a game-changer in contrast to its main competitor Twitter to some. This article explores how Threads capitalizes on multiple factors which have contributed to its instant success, which accumulated over 30 million users only 3 days after its launch, despite it not yet being available in the EU (launch postponed amid regulatory uncertainty regarding the use of personal data).

Competitive advantage: Instagram as parent app

In contrast to its main competitor Twitter, Threads can draw massive advantages from its affiliation to its parent app, Instagram, namely brand loyalty (including ease of registration and captive followers base) and use of specialized tools which usually require extremely high investments in R&D. Meta has kept its consistent ‘clean and easy’ strategy when developing Threads which is a driving factor for the record amount of registrations of any application released. Instead of an intricate sign-up process, it suffices to include the Instagram log-ins to access the platform. Threads was the missing puzzle piece to the Meta application ecosystem with the strong leading track record of Instagram and Facebook, providing Threads with a ‘head start’ with regards to credibility and brand loyalty. However, there has been rising user discontent as it is not possible to delete your Threads account without also eliminating your Instagram one.

Head start with security measures

Meta is already an established software developer, meaning it has already poured millions into research and development for cyber security. In other words, Threads is effectively addressing a growing concern for cyber-security which has been brought to light by the weaknesses of their main competitor, Twitter, through numerous recent scandals in their information processing and monitoring. One notable example of a scandal involving Twitter’s failure of information security is the high-profile incident that occurred in July 2020. During that time, a massive security breach compromised the accounts of several prominent individuals and organizations on the platform.

Threads addresses these concerns by providing granular control over privacy settings. From choosing close friends for intimate conversations to sharing location updates exclusively with trusted contacts, the app allows users to tailor their communication experiences according to their comfort levels. This emphasis on privacy and selective sharing empowers users to maintain a sense of security and authenticity in their digital interactions. However, some users remain skeptical about the handling of personal data by its parent company, Meta – Threads is not exempt from scrutiny in this regard.

Twitter’s unstable management

In addition, Twitter’s unstable and somewhat controversial management strategy under Musk has been an area of growing concern, hence giving Threads an opportunity to flourish against its main competitor. One example of Twitter’s unstable management strategy was seen in 2020 when the company experienced significant internal turmoil. Several high-level executives departed from the company, including the Chief Technology Officer, Chief Financial Officer, and Head of Human Resources, raising concerns about the stability and direction of the organization. This executive exodus, coupled with ongoing challenges in user growth and profitability, created a sense of uncertainty among investors and the public regarding Twitter’s long-term strategy.

Focusing on companies

Furthermore, a competitive advantage of Threads is the benefits the app provides for content creators and brands. Brands or creators that have a pre-established presence on Instagram can seamlessly make the transition to Threads: accounts can automatically follow the same people on both platforms so companies can keep their following. This has increased the application’s popularity as it has made it a powerful marketing and company growth tool. Threads innovatively allows brands to ‘take’ their audience with them which was previously impossible with other apps.

Threads capitalizes on core competence

Another strategy that I believe has been effective in Thread’s immediate success is making it an individual application. It would have been possible to simply add this ‘Twitter-like’ functionality to Instagram or Facebook but it would not have been such a massive success. Reels or stories which were also somehow spin-offs of TikTok and Snapchat, were seamlessly incorporated in the Instagram app, but those were both visual additions that are in line with Instagram’s ‘visual’ core competence (posting and interacting with videos and pictures).

The core functionality of Threads is to give the users a voice and let them maintain focused discussions centered around specific topics or groups. This self-standing application facilitates more meaningful interactions among users as users’ responses to the original posts are the same size (vs. Instagram where comments are much more discrete). But Threads’ core functionality does to some extent overlaps with aspects already present in Instagram, such as Close Friends lists and Direct Messaging. Users may question the necessity of having a separate app for similar functions, leading to a fragmented user experience.

However, the Threads app, like any other social media platform, is not without its criticisms and downsides. It still faces challenges related to privacy, limited functionality, competition, and global availability. As mentioned before, Threads was not yet available in the EU due to regulatory uncertainties regarding the use of personal data. This limited availability could frustrate potential users in affected regions and hinder the app’s expansion. While the emphasis on intimate conversations with close friends is a key selling point for Threads, it also means that the app promotes a more closed-off and isolated online experience. Some users may prefer a broader network of connections and interactions, which is offered by other social media platforms like Twitter.

By understanding the intricacies of Threads’ strategy and features, we uncover its potential to revolutionize digital communication in a distinctive and user-centric manner. However, like any other application it has come with its scrutiny and understanding and addressing these concerns will be crucial for Threads’ sustained success in the competitive landscape of social networking apps. It will be interesting to see how Threads will continue to grow and how consumers and competitors will respond to its evolution.