After Stories and Reels, Meta targets Twitter turf

Meta Platforms is set to launch Threads, a new microblogging app, aiming to rival Twitter. 

The development comes when Twitter, under new owner Elon Musk, is making changes that limit the number of posts users can see.

Threads plans to tap into Instagram’s user base for a quick kick-off. A notable feature of Threads is that it will allow users to retain their Instagram usernames.

Meta has in the past introduced features found on other social media that have gained success on its own platform.

It capitalized on Snapchat’s growing popularity by introducing a similar ‘Stories’ feature on Instagram, where posts disappear after a set period. It later introduced “Reels”, a feature similar to TikTok, which has been banned in India.

Analysts and social media experts anticipate that Threads, slated for release on Thursday and already listed on Apple’s App Store, could emerge as a strong contender against Twitter, which has faced declining revenue and operational challenges since Musk’s takeover in October.

Twitter has had its share of troubles, including technical problems, job cuts, and criticism regarding content moderation. This has led to some users seeking alternatives.

Mark Zuckerberg, Meta’s CEO, and Elon Musk have been engaged in public exchanges, even jesting about a physical confrontation. 

Twitter did not respond to an email seeking comments, while Meta did not respond to a specific query regarding availability of Threads on Google Play Store.