Can Threads overtake X, formerly known as Twitter? Experts weigh in.

August 8, 2023

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Plans for a cage match between billionaire entrepreneurs Mark Zuckerberg and Elon Musk regained momentum on Sunday when Zuckerberg said in a post on Threads that he had suggested to Musk the date of Aug. 26 for the fight. Musk, according to Zuckerberg, had yet to respond.

The run-up to a hypothetical fight between the two has played out alongside a real-life competition waged by their near-identical social media platforms: Zuckerberg's newly-launched Threads and Musk's X, formerly known as Twitter.

Days after its launch last month, Threads reached 100 million users faster than any app ever created; but user engagement has fallen dramatically since the initial burst of enthusiasm, according to data firm SimilarWeb, which tracks social media use...

"While they started with scale, what they haven't gotten right is culture," David Karpf, a professor at the George Washington University School of Media and Public Affairs, told ABC News.

"The feel of Threads is like a mostly text-based Instagram," Karpf added. "If you start from an Instagram user base, you start from a really big number of users, but you have a built-in question of why people are not using Instagram instead."

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