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Are You Thready For This?

Updated: Aug 22, 2023

Two Threads are better than one, but, we're not too sure if Elon Musk, the wealthiest man in the world and former CEO of Twitter would agree.

In Instagram's newest update, a direct alternative to Twitter has been launched, falling under the moniker of Instagram Threads. What does this mean for the world of media production? Well, join us as we find that out through this new, separate space for real-time updates and public conversation.

As MarketScale has covered before, finding innovative ways to develop and encourage autonomous CGC content is key to building your business. Meta has proven this once again, announcing that an estimated 30,000,000 people had joined the platform in just one day of launch (. It's fair to assess this platform as no wallflower at all.

Meta has been a powerhouse when it comes to launching innovative "copy-cats" of popular social sharing sites. The introduction of Instagram Reels in 2020 following the global success of TikTok served as a prime example. Aside from being popular among private social media users, it also gained popularity in marketing strategies because of its cost-effectiveness and uncanny ability to increase brand recognition.

Following suit, Instagram Stories soon developed in 2016 as a clone of the social sharing format that put Snapchat on the map, boasting near-identical features such as allowing you to post a 24-hour temporary photo and video slideshow that disappears.

When approached by critics of Instagram Stories and accused of stealing straight from Snapchat's playbook, CEO, Kevin Systrom was meekly quoted saying:

“They deserve all the credit,” but insisted “This isn’t about who invented something. This is about a format, and how you take it to a network and put your own spin on it.”

An intriguing fact of life and business that the majority of successful marketers employ vigorously if they hope to succeed in an ever-competitive market.

Fast-forward a few years and in a similar fashion, Instagram is back at it again but this time, with a focused emphasis on community building and evolution via Twitter's copycat, Threads.

The major appeal? The app will allow the user to transfer their existing follower roster on Instagram to Threads and create posts that can be up to 500 characters long, including links, photos, and videos up to 5 minutes in length.

We imagine the original "Cat" of this copy, Twitter, isn't too keen to see a newcomer challenge its sole authority on microblogging. It begs the question, will Twitter be forced to come to a decision on the"if it ain't broke don't fix it" attitude on its seemingly now antiquated text-based core business model? CGC is a beast that never rests and challenges its fanbase to find new ways in engaging its audience every day. As the world watches, Twitter might do well to find ways to elevate the current platform and keep it moving forward with evolving consumer needs.

Your move Twitter.

Written by Gabrielle Bejarano


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