Could Threads kill Twitter? (Like, for real?)
Journalists Assess Threads Launch, Possible Impact:
Following this week's launch of Threads (a Meta Platforms-owned social media and social networking app that may "[threaten] Twitter's place as the short-text pulse of the internet" amid recent "technical missteps"), a team of Poynter writers and producers spoke to prominent journalists and media figures now gauging its potential utility as a professional tool. "It’s buggy and so far it feels to me like the algorithm seems poised to replicate the Instagram experience — which is not what people go to Twitter for," said Brandy Zadrozny, an NBC News senior reporter who covers political radicalization and digital disinformation. "Having said that, it’ll probably be a success — Meta already had the users and Twitter gave them the blueprint. But. Twitter was special in part because of the communities it created around interests and events and the ability to search out and find reliable information during real-time events, emergencies and breaking news. I don't see Threads doing this yet." Axios Senior Media Reporter Sara Fischer, who speculated that the program "is likely moving in the direction of successful apps that Instagram has created and integrated, like Boomerang and Layout," added that it may ulrimately pose a genuine threat to Twitter's dominance: "Yes — not because the advertising dollars will move over immediately, but because it will eventually put a dent in Twitter's engagement. Once the flywheel begins, and prominent voices start to break news on Threads, it will be harder for Twitter to chase that momentum. They won't introduce ads to Threads until it reaches much larger adoption." NewsGuild-CWA President Jon Schleuss affirmed his belief that the app could be a "Twitter killer" but also urged caution, citing Meta's history of "[signaling] hostility towards journalists with its threats to remove news from its platforms if certain legislation passes [...] Journalists produce valuable labor and should be compensated for it. We have to be smart about what we put on platforms by huge companies that do not share our values." Taylor Seely, a Phoenix-based city hall reporter with The Arizona Republic, predicted that the app may destabilize the traditional bifurcation between text-oriented Twitter and visual-heavy Instagram: "My hope is Instagram users who didn’t engage much with Twitter will join Threads, and I can sort of blend the audiences of political insiders from Twitter with everyday Arizonans who want to know what's going on in their neighborhoods from Instagram. I might adopt a more explainer-style, news-you-can-use tone. I want the information to be accessible and easy to understand. That’s truly what I’m most excited for — engaging with new locals." However, David Cohn, the senior director of Advance Digital's Alpha Group, was more circumspect. "The rivalry between Zuckerberg and Musk hasn’t become blood sport (yet) but Threads leans into something that Meta is famous for: ripping off rival products and leveraging pre-built network effects to muscle its own success into existence," he wrote to Poynter. "Combine this with Twitter's various headwinds and Threads has a jiu-jitsu fighter's chance of dealing a real blow to Twitter [...] [Whenever] an app launches with a big fanfare and is declared an 'X Killer,' that’s a red flag. I don’t see Threads as a Quibi repeat and I do see us entering a world where audiences are split among various social networks. As a product, Threads is a bit cumbersome, but I also try to give leeway for launches [...] Personally, I enjoy having my Twitter separate from my Instagram and I semi-resent the idea that where I've sent pictures of my kids could be tied to the kind of network I've built on Twitter, which has been more professional."