Meta Launches Killer App Threads — Is Twitter Really About to Be Replaced? | BlueRun Ventures Commentary

The real war between Mark Zuckerberg and Elon Musk isn't their online cage-match challenge — it's that Meta has launched Threads, a new app billed as the "Twitter killer." Today's article explores what Threads is, and whether it can truly replace Twitter.

Meta officially launched Threads today, a new social media app developed as an alternative to Twitter. Threads had been scheduled for release on Thursday, but the company moved up the debut after the announcement generated enormous interest.

Threads is described as "Instagram's text-based conversation app," and it is undeniably a Twitter clone — with a strikingly similar look to Twitter, allowing users to post messages and like, reply to, and repost others' messages. Threads from accounts you follow will appear on your main timeline.

Meta has tied Threads to Instagram, meaning Instagram usernames carry over to Threads, and Instagram users can directly choose to follow the same people they already follow on Instagram — a feature that helps users quickly build a large following.

"Threads is a place where communities come together to discuss everything from the topics you care about today to what'll be trending tomorrow," the official description states. "Whatever it is you're interested in, you can follow and connect directly with your favorite creators and others who love the same things — or build a loyal following of your own to share your ideas, opinions, and creativity with the world."

For Twitter, Threads arrives at a critical moment. Elon Musk, the social network's owner, has been reshaping the platform in ways that have driven some advertisers away and alienated certain users. Musk's recent decision to restrict usage for some non-paying members — limiting free accounts to 600 tweets per day — sparked fierce backlash. That decision also fueled interest in alternative apps. Mastodon and Bluesky have positioned themselves as Twitter replacements, but neither has achieved widespread adoption so far.

On social media, some users have dubbed Threads the "Twitter killer," anticipating that many people will abandon Twitter to migrate to this new service.

01

Is this Meta's Twitter clone?

Though marketed as an Instagram service, the app's functionality more closely resembles Twitter than its video- and photo-centric parent company.

Threads is promoted as a place where you can "directly follow and connect with your favorite creators and others who like the same things."

Screenshots of the service show an interface similar to Twitter's, enabling users to "like," "reply to," or repost others' messages.

Images on Apple's App Store suggest the Threads app will allow users to "like," reply to, or repost messages.

Screenshots of Meta's Threads, available for pre-order on Apple's App Store, show that people will be able to carry over their Instagram followers to the new service.

Some observers have compared the rush to join Threads to the Clubhouse frenzy of two years ago — though Threads' popularity is likely to prove more durable.

02

Are there privacy concerns?

Meta has faced criticism over its privacy policies in the past. Recently, the U.S. Federal Trade Commission (FTC) accused Facebook of misleading parents and failing to protect children's privacy on its Messenger Kids app.

Similarly, there are some concerns about data collection by the Threads app. Its App Store listing shows that the app will collect and link to users' information including usage data, location, contacts, identifiers, purchases, health and fitness data, and browsing history, among other things — the same privacy policy as Instagram. Twitter also collects and utilizes similar data.

According to Meta, the app currently appears not to use any data to track users' activity across websites and apps owned by other companies, making it more private than Twitter, Facebook, and Instagram.

Threads will launch in the United States, the United Kingdom, Canada, New Zealand, Australia, and over 100 other countries. However, due to the Digital Markets Act, it will not be available in EU countries for now.

03

Will Threads replace Twitter?

Some Twitter users have expressed enthusiasm for Meta's new product on social media.

Meta's new social media app could potentially draw users away from Twitter by offering a free service without the problems now plaguing Musk's company. Since Musk acquired Twitter last year, hate speech on the platform has surged, and the platform was rated by advocacy group GLAAD as the worst social media service for protecting LGBTQ users from harassment.

In its latest change, Twitter announced on Monday that users must be verified before using TweetDeck, an online management tool popular with businesses for allowing multiple account management from a single app. The new policy takes effect in 30 days and appears designed to generate additional revenue, as users will need to pay for account verification.

Threads clearly has the potential to replace Twitter. Its integration with Instagram makes onboarding simple, and it will have Instagram's user base at its disposal. The app won't be as restricted as Bluesky, nor as difficult to use as Mastodon. Threads supports posts of up to 500 characters, as well as photos, videos, and links.

04

Zuckerberg vs. Musk

The rivalry between Musk and Meta Platforms could spill over into real life. In an online exchange between Musk and Meta CEO Mark Zuckerberg, the two tech billionaires appeared to agree to face off in a "cage match," though whether they will actually step into the ring remains an open question.

Zuckerberg, 39, won gold and silver medals at his first jiu-jitsu tournament in May. Musk, 51, the SpaceX CEO, said on Joe Rogan's podcast in 2021 that he also practices jiu-jitsu at a gym in California.

This article was originally published by 36Kr.

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Founded in Silicon Valley in 2005, BlueRun Ventures is a venture capital firm focused on early-stage startups.

Currently, BlueRun Ventures manages multiple USD and RMB dual-currency funds in China, with assets under management exceeding RMB 15 billion, making it one of the largest early-stage funds in the country. It invests primarily at the Pre-A and Series A stages, with coverage across hard tech and innovative interaction, enterprise technology, new consumer, and healthcare sectors. The firm has invested in over 150 startups, including Li Auto, Waterdrop, QingCloud, Guazi.com, Qudian, Songguo Mobility, Ganji.com, Energy Monster, Yuntu Semiconductor, Machenike, CloudSaints Intelligence, Anxin Network Shield, and BioMap.

BlueRun Ventures has been ranked #1 on Zero2IPO's "China's Top 30 Early-Stage Investment Institutions" and ChinaVenture's "China's Best Early-Stage Venture Capital Firms TOP30," and was named one of Preqin's Top 10 global VC fund managers for consistent high returns.

Additionally, BlueRun Ventures has received multiple honors from Forbes China, 36Kr, Cyzone, Caixin Media, CBNweekly, Jiemian, and other media outlets, including "China's Best Early-Stage Firm of the Year," "China's Top Venture Capital Firm," "Most Entrepreneur-Friendly Early-Stage Firm of the Year," and "Most Influential Early-Stage Firm of the Year."