The news: With more than 10 million sign-ups in the first few hours after launching, Meta has proven that there’s significant user interest in its Twitter competitor Threads. Now comes the next challenge: proving to advertisers that it isn’t victim to the same advertising woes that plagued Twitter even years before Elon Musk took over the company.
Repeating the past: Visually, Threads sure looks a lot like Twitter—and just about every other Twitter copycat on the market. Advertisers can’t buy space on the platform just yet, but Meta will have to prove that it can provide a different advertising experience than Twitter.
The differentiators: The obvious advantage Meta has over Twitter is that Threads is linked to the largest social media and advertising ecosystem in the world. Facebook and Instagram boast over 3.5 billion users worldwide, according to our May forecast.
Our take: Threads could be the Twitter-killer that platforms like BlueSky and Mastodon have failed to become. Meta’s ecosystem gives it a hefty cushion to fall back on and a unique advertising angle that its predecessor never had.