
On July 5th, Meta launched the company’s new social networking app, Threads, by giving users of Instagram, its photo and video-sharing service, first crack at the ability to set up a Threads account. The following week, I did a Q&A with my colleague Jon Allsop, in which we talked about whether Threads would be able to compete with X (formerly Twitter), and how useful it might be for journalists. Just four months later, Threads has arguably become a significant competitor for X, and has done so a lot faster than most people probably expected. The app hit thirty million sign-ups within twenty-four hours of its launch, and then fifty million, and in a conference call on October 25th, Mark Zuckerberg, Meta’s cofounder and CEO, said Threads now has almost 100 million monthly users, making it one of the fastest-growing apps in history.
Meanwhile, Twitter’s user metrics are down across the board, and that includes daily active users. Elon Musk, who controls the company, said earlier this year that the app shas somewhere in the neighborhood of five hundred and thirty million monthly users, but that still means that Threads has managed to sign up almost one fifth as many monthly users as X, a social network that has been around since 2007. No doubt the turmoil that has continued at X since Musk acquired Twitter last year has helped push users towards Threads, but that’s not the only reason. Last month, Casey Newton wrote in his Platformer newsletter that the Israel-Hamas conflict also seems to have helped tip the scales in favor of Threads, and caused a minor exodus from X.
For more than a decade, Newton noted, people flocked to Twitter whenever calamity struck, attracted by a blend of first-person accounts, verified journalists sharing reporting, and a broad range of commentary on whatever was happening. That Twitter no longer exists, says Newton. There may still be first-person style accounts of the news, but Musk’s approach to verification makes it impossible to tell what is real and what is not, since the blue check that used to denote an official account can be purchased by anyone. And the desire for factual reporting and commentary about the Israel-Hamas conflict, Newton argues, created the latest instance of what Ezra Klein calls an “exodus shock” from X.
Note: This was originally published as the daily newsletter for the Columbia Journalism Review, where I am the chief digital writer
Continue reading “Is Threads winning the war with X, and if so is that a good thing?”




















