Is The Threads Honeymoon About To Be Over?
Threads is a week old today, and in those short seven days, the service has lapped generative AI as the favorite tech story of the mainstream press. And why not? Threads has managed to scale past 100 million users in just five days — far faster than ChatGPT, which broke TikTok’s record just a few months ago. That’s certainly news — and news is what drives the press, after all.
Threads has re-established Meta as a hero in tech’s endless narrative of good and evil — I can’t count the number of posts I’ve seen from influential public figures joking that, thanks to Threads, they actually like Mark Zuckerberg again. And Meta can certainly relish this win — the company has been the scapegoat for the entire tech industry for the better part of a decade.
But were I an executive at Meta responsible for Threads, I’d not be sleeping that well right about now. As they well know, the relationship between the tech industry and the press can shift in an instant. Glowing stories about breaking app download records can just as quickly become hit pieces about how Meta has leveraged its monopoly position in social media to vanquish yet another market, killing free speech and “real news” along the way. So far that story has been confined to the fringes of Elon’s bitter troll army over on whatever remains of Twitter these days, but should Threads lap Twitter as the largest app focused on creating a “public square” — whatever that means — the worm will quickly turn.
Meta has a tiger by the tail here, and so far, they’ve been working hard to tamp down expectations. Both Zuckerberg and Instagram CEO Adam Mosseri have been active on Threads, posting daily with both practiced humility (“gosh this thing is succeeding well beyond our expectations,” “we’re just at the starting line,” “we know we’re over our skis”) and reminders about how Threads isn’t like Twitter. Mosseri, for example, has downplayed the role of news — Twitter’s main differentiation and its endlessly maddening Achilles hell; Zuckerberg’s first Thread defined his new service as “an open and friendly public space” — prompting Musk to fire back that he’d rather be “attacked by strangers on Twitter” than live in “hide the pain” world of Instagram.