You gotta hand it to that huckster Zuckerberg. He and his Meta team have certainly met the moment with the release of his Twitter killer, Threads. It’s not that the app is all that great in this version 1. (More on that later.) But Zuck pushed this thing out with such gusto and killer timing that he was able to eaisly take advantage of Elon Musk’s baffling and ballooning buffoonery. When billionaires go for each other’s throats apparently they use guillotines.
Sure, these social media wars aren’t over yet. Far from it. But these wounds are deep. The number of signups on Threads keeps rising so fast I won’t even hazard a guess at how many millions there have been for fear of the number being old news before I finish writing this. And on it goes.
And on it will go. I don’t think we’ve ever seen such an underpantsing as Zuck put on Musk. He’s taking advantage of someone who has made himself such a detestable target, that Zuckerberg, not all that well liked himself, is momentarily being thought of as the conqueror Elon and his detestables dreamed of being. It’s deliciously funny. But it is also frightening when you take a moment and think about it.
Again, there’s no guarantee Threads will carry this moment’s momentum into something resembling what Twitter was before Musk took MAGA torches to it. And while in this really crazy, and what seems historic, rush there seems to be an appetite for this kind of “everybody into the pool” replacement. That’s guaranteed to fade once ads, bots, spammers, etc… inevitably get their chance to piss in the pool. That’s gonna happen.
The Threads team also needs to move quickly to address some serious missing pieces for a social media app in this day and age. There’s nothing that speaks to accessibility in the app yet. There’s no web access from a browser forcing everyone to use it on their phones. Hashtags aren’t there yet. Forget searching. Or sending direct messages. These are table stakes in the social media game. Lots of iPad users are complaining that there isn’t an iPad app. Don’t hold your breath on that one. This thing is connected to your social network via Instagram and there’s still no appetite for an iPad app from Instagram yet in what seems like another front in the Billionaires Battles, this one between Meta and Apple.
Just about everyone is screaming to only have their feed show only folks they are following. Same here. But, folks, let’s get real. These companies need to push all sorts of stuff into your eyeballs in order to make bigger bank. We lived through this with Facebook, Instagram, Twitter and the rest. We will probably see some soft of attempt at appeasement here, but it’s not going to last. Don’t kid yourself.
There’s also talk of Meta doing the federated thing with Threads. That’s got pros and cons and lots of consternation stirred up among those who see the beneift of protocols like Activity Pub in the Fediverse. (If you have no idea what that means, don’t worry. Most don’t.) I have my doubts things will go this way. But if it does, there’s going to all sorts of noise made on places like Mastodon and beyond.
So this story has offered a slam bang opening number and for a variety of reasons appears to be sucking many in to see what’s next while it sucks ever more life out of Elon’s Twitter. There’s more to come and more to know when it does. About the only thing we know in this moment is things are changing. But they always are. Score this moment for Meta. Enjoy the ride while we watch it play out.
Oh, and you can find me on Threads at https://www.threads.net/@warnercrocker
Life on the Wicked Stage: Act 3 