[New York Diary] Asked New Yorkers: Have You Tried Threads?

Stories from Everyday Life in New York

"Have you tried Threads? How is it?" This is one of the most frequently asked questions recently in New York, USA. Meta Platforms, led by Mark Zuckerberg, ambitiously launched Threads, a text-based social networking service (SNS) targeting Twitter, earlier this month. The initial craze was astonishing. In less than a day, the number of sign-ups exceeded 30 million, and within five days, it surpassed 100 million.

[Image source=AP Yonhap News]

Was this just a grand opening rush? Signs of the craze fading quickly have also been observed. According to a report released last week by SimilarWeb, as of the 14th of this month, the daily active users of Threads stood at 23.6 million, a sharp decline from 49 million on the 7th, right after the launch. The number of active users was halved in just one week. While Threads achieved tremendous success in securing initial sign-ups, local analyses question whether these sign-ups have translated into actual users.

Especially when listening to the evaluations of early adopter New Yorkers who have tried Threads, doubts increase about whether Threads can truly replace Twitter or become a 'Twitter killer.' Fred McNulty, an early adopter and longtime Twitter user living in Manhattan, summarized it as "It targets Twitter, but it's not as fun as Twitter." Cory Herman, a company employee in his 30s, commented, "It only looks like Twitter in form, but inside, it's no different from Instagram."

As they say, Twitter and Threads are both text-based SNS with similar user interfaces, but a closer look reveals that their target audiences are fundamentally different. This is not just about Twitter allowing 280 characters and Threads allowing 500 characters per post. Since Threads is based on existing Instagram users, it inherently carries the Instagram-like traits of being 'focused on acquaintances' and 'sharing daily life.' It is closer to sharing a text-based platform using already existing accounts rather than being a completely new SNS.

On the other hand, Twitter's defining characteristic is 'anonymity.' The space where people with similar hobbies and interests can freely share emotions and opinions anonymously is what made Twitter users enthusiastic. This anonymity has also led to issues such as fake news, spam bots, and cyberbullying, which are considered Twitter's problems, but at the same time, it played a crucial role in establishing Twitter's unique identity that no one else could replace.

Ultimately, it is not a matter of which is better, but since the inherent orientations of the two platforms differ, the conclusion is that "it is difficult for Threads to replace Twitter." This is also why Fred, who usually enjoys hearing opinions from people with similar interests on SNS, quickly lost interest in Threads. Of course, the lack of new features in the early stages also influenced this. On the other hand, those who said they would continue using Threads agreed that "it is too early to say what kind of platform Threads will become or what color it will be defined by," and "it might not replace Twitter but could create a new culture."

The emergence of Threads, backed by the giant Meta, has indeed increased the sense of crisis around Twitter recently. Since Elon Musk acquired Twitter, its advertising revenue has dropped by 50%, and policy changes such as mass layoffs and daily tweet view limits have increased user resentment. Signs of a Twitter exodus have also been confirmed. In this context, the appearance of a competing SNS is like a refreshing rain for those looking for a new platform.

But can Threads be a Twitter killer? The answer to this question currently leans towards "No." This is not only because Threads will find it difficult to replace Twitter. The real Twitter killer is Twitter itself. It was Twitter that killed its own unique fun and caused SNS fatigue through algorithm-driven fake news, excessive ads, and abrupt policy changes. This is exactly what Zuckerberg, who openly targeted Twitter with a new SNS, should be wary of.