Threads vs Twitter: THESE factors leading to Meta platform's success

livemint.com:

Twitter has experienced significant uncertainty since Elon Musk took over as CEO in October. A considerable number of major advertisers who suspended their advertising on Twitter during that period have yet to return. As per the report, confidence in Twitter has waned, even among its own user base, making it an opportune time for an alternative like Threads to emerge.

Unlike Twitter, Threads positions itself as a positive, less political, and better moderated alternative. Twitter's approach of fostering controversy does not resonate with all users, and Threads capitalizes on this sentiment. The platform's commitment to maintaining the same moderation guidelines as Instagram has garnered a positive impression among users.

According to the Morning Consult survey, since its launch, 23% of Threads users already primarily use the app, while 38% use both Threads and Twitter equally. Moreover, the report implies that Threads is not solely competing with Twitter; it faces off against Instagram and Meta's social media empire. With Instagram boasting a massive user base of 2.35 billion monthly active users, compared to Twitter's 535 million "monetizable" monthly active users, it becomes evident that Instagram's brand power and Meta's expertise play a pivotal role in Threads' success.

As per the survey, Threads has the potential to differentiate itself by embracing decentralization. Meta has revealed that Threads is working on supporting ActivityPub, a decentralized social networking protocol that could allow users to interact with Threads content on different supporting apps. Although mainstream adoption of decentralized services remains divided, Meta's influence could propel it into the mainstream.