Meta’s Threads is Thriving One Year In, but X is Still in the Fight

Threads, Meta’s competitor to X, is officially one year old. The platform, which was launched in response to the turbulence at X (formerly known as Twitter) under Elon Musk’s ownership, has seen significant growth and development. Initially rushed into existence with a minimal set of features, Meta has steadily improved Threads, making it a viable alternative for users seeking a new space to post.

The Right Moment for a New Platform

By the summer of 2023, Musk’s takeover of X had led to widespread instability. His drastic changes, including mass layoffs and server shutdowns, severely affected the user experience. Major advertisers fled, and the site became plagued with low-quality advertisements and misinformation. Threads, with its promise of a fresh start and fewer headaches, launched at an opportune time. Despite its initial simplicity — limited to 500-word text posts, images, videos, and basic interaction features — the platform quickly attracted users, thanks in part to the ease of integrating Instagram accounts.

Rapid Growth and Key Improvements

Threads hit 100 million users within the first five days of its launch, surpassing records set by other popular platforms. Initially, the app lacked major features like hashtags and trending topics and only offered an algorithmic feed. However, Meta responded swiftly to user feedback, introducing a follows-only feed, a web app, and even hashtags and trending topics.

The company also added advanced features reminiscent of TweetDeck, such as automatically refreshing feeds and customizable columns. While some functionalities, like a dedicated Threads inbox for DMs, are still missing, Meta is actively experimenting with new features to enhance the user experience.

Integration with the Fediverse

One of the most notable developments is Threads’ integration with the fediverse, specifically using the decentralized protocol ActivityPub. This allows users from other fediverse platforms like Mastodon to follow and interact with Threads users. This integration is still in beta but represents a significant step towards a more open and interconnected social media environment.

Challenges and Criticisms

Despite its growth, Threads faces challenges. Meta’s emphasis on a positive and measured platform has met with mixed reactions. The company’s decision to limit news and political content, and offer users the option to filter such posts, has not been universally welcomed. As the US presidential election approaches, Threads will be tested on how it handles the inevitable influx of political content.

Threads has about 150 million monthly active users, and while it trails behind X in daily active users, it is on an upward trajectory. The platform recently expanded to Europe, further boosting its user base. However, Threads is not alone in the market. Competitors like Bluesky, which offers features such as proper DMs and customizable moderation tools, present a different kind of challenge.

The Road Ahead

Meta faces a tough task in convincing entrenched X users to switch platforms. Many users have invested years in building their follow lists and communities on X, making them reluctant to leave. Specific communities, like "sports Twitter," have yet to fully migrate to Threads despite Meta's efforts to appeal to them.

Still, Threads has made significant strides in its first year. While it may lack some of the elements that made Twitter so engaging, the platform has avoided many of the pitfalls that X has encountered under Musk's ownership. As X continues to grapple with its issues, Threads could position itself as a reliable alternative. The key for Threads will be to continue improving and expanding its features while maintaining the positive environment it aims to foster.

Threads’ success in its first year shows promise, but the platform will need to keep evolving to stay competitive in the ever-changing social media landscape. Whether Threads can ultimately supplant X remains to be seen, but its growth and adaptability suggest it will remain a significant player in the space.