|The Elon Musk-Mark Zuckerberg beef is heating up.
The tech billionaires have already claimed they are serious about having a cage fight. (Although some are skeptical.) But now Zuckerberg is trying to hit Musk where it really hurts: taking down a company he spent $44 billion on.
Wednesday night marked the public launch of Instagram’s Threads, a “text-based conversation app” that looks awfully similar to Twitter. Meta execs, for what it’s worth, haven’t shied away from the comparisons, with one describing it as “a platform that is sanely run.”
Musk and Jack Dorsey, Twitter’s cofounder, have taken notice, criticizing Threads’ data-collection policy.
Of course, Threads isn’t the first app to go after Twitter’s crown. (Remember Mastodon, Bluesky, and Truth Social?)
However, Threads seems to have a real chance at getting some noticeable adoption, Insider’s Matthew Loh writes. According to Zuckerberg, the app already had more than 10 million people sign up in the first seven hours of its launch.
It’s not just that Threads can leverage Instagram’s built-in audience, reportedly an eye-popping 2 billion active users back in 2021. Or that Meta has a history of successfully repackaging competing apps. (See: Instagram stories [Snapchat] and reels [TikTok].)
Threads’ timing is what’s most fortuitous, Matthew writes. Its launch comes less than a week after Twitter started limiting how many tweets users could see every day.
Nothing like launching a new business when your top competitor is actively stopping people from consuming its own product.
Threads has already rolled out the charm offensive, Insider’s Amanda Perelli and Sydney Bradley report. The app invited influencers to give Threads a test run ahead of the public launch via an early-access guide Amanda and Sydney got their hands on.
The four-page doc offers a peek into how Threads is being pitched, including playing directly into influencers’ egos. Those who onboard early receive a numbered badge based on the order in which they joined.
“Joining before the public means you get the clout of having one of the low numbers,” per the doc.
Sydney and Amanda surveyed some of the creators who got an early look at Threads. The initial reviews are good, with one source saying Threads has “Twitter killer type of energy if they play their cards right.”
Though another creator said they would remain active on Twitter, adding that Threads was still “pretty bare bones.”
What do you think? Are you itching to get on Threads, or is it Twitter-till-I-die? Let us know firstname.lastname@example.org.