Meta Platforms' 'Threads' poses a serious threat to Elon Musk's Twitter: Predictions and Analysis

BY Jaber Posted August 10, 2023 Update August 14, 2023
Meta Platforms' 'Threads' poses a serious threat to Elon Musk's Twitter: Predictions and Analysis

News flash! Meta Platforms' 'Threads' shakes up the digital world, threatening Elon Musk's Twitter reign. Dive into this thrilling tech face-off now!"

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The social media landscape witnessed a seismic shift with the arrival of Meta Platforms' Threads, a platform deemed by many as a serious challenger to Elon Musk's Twitter empire. This article delves into the potential threat Threads poses to Twitter, examining predictions and analyses from industry experts. As Threads gains momentum, advertisers are closely monitoring its trajectory, contemplating a potential shift in their marketing strategies.

Threads vs. Twitter

Threads has swiftly gained popularity since its launch on July 5th, rapidly reaching 100 million users and emerging as the fastest-growing social media platform. Many perceive Threads as less controversial and more predictable compared to Elon Musk's often-volatile Twitter. In response to the rising competition, Musk announced Twitter's rebranding, adopting the minimalist "X" as its logo and trademark.

Threads' Rapid Rise

The meteoric rise of Threads has undoubtedly caught the attention of the social media landscape. Analysts initially predicted its potential to attract significant marketing budgets once it reaches a considerable user base. However, research firm Sensor Tower reported a slight decline in downloads and user interactions in the week following the app's launch, raising questions about its long-term growth prospects.

The Advertising Factor

One crucial aspect impacting Threads' potential is its lack of advertising support. While the platform currently doesn't offer advertising opportunities, analysts speculate that if Threads sustains its user base, brands may allocate substantial ad budgets once ad options become available. This could pave the way for Threads to achieve an impressive annual ad revenue, rivalling Twitter's 2021 earnings.

Threads' Ad Revenue Potential

Experts in the advertising industry predict that once Threads allows advertising, brands may divert their ad budgets from Twitter to this emerging platform. If Threads successfully retains its users and provides a compelling advertising ecosystem, it could potentially generate billions in ad revenue annually, creating fierce competition for established players in the social media advertising space.

Advertisers' Reaction

Some advertisers have already begun shifting away from Twitter, expressing concerns about the platform's tone of discourse and its frequent policy changes since Musk's acquisition last year. This uncertainty has led marketers to explore alternative platforms like Threads, which promise a more stable environment for their campaigns.

Twitter's Ad Sales Decline

Musk recently announced a significant drop in Twitter's ad sales, claiming they fell by 50%. However, the timeframe for this decline remains unclear. Such a downturn could be attributed to shifting ad budgets and uncertainties surrounding the platform's future in the face of Threads' competition.

Threads' Growth Challenges

While Threads' explosive growth is impressive, it still has a long way to go to catch up to Twitter's substantial user base of nearly 240 million daily active users as of last year's official announcement. Mark Zuckerberg, CEO of Meta Platforms, expressed the company's intention to consider monetizing Threads once it reaches the ambitious goal of a billion users.

Limitations of Threads

Threads currently lacks some features that advertisers find valuable on Twitter, such as direct messaging, tags, and keywords. This limitation hampers marketers' ability to track and follow real-time events, which is an integral part of social media advertising campaigns.


As Threads continues its remarkable ascent in the social media arena, the platform's potential impact on Twitter becomes increasingly evident. Advertisers are keeping a close eye on Threads' growth and user engagement, waiting for the moment when advertising opportunities become available. With both positive predictions and concerns, Threads' journey in the realm of social media is one to watch closely.

FAQs (Frequently Asked Questions)

Q1: Is Threads available for advertising yet? Currently, Threads does not support advertising. However, analysts speculate that once the platform opens its doors to advertising, brands may flock to it, potentially reshaping the social media advertising landscape.

Q2: How does Threads compare to Twitter in terms of user base? As of July last year, Twitter boasted nearly 240 million daily active users, far surpassing Threads' 100 million users at its rapid growth stage. However, Threads' potential to reach a billion users has caught the attention of Meta Platforms' CEO, Mark Zuckerberg.

Q3: Why are some advertisers considering shifting their ad budgets from Twitter to Threads? Some advertisers have expressed concerns about Twitter's tone of discourse and unpredictable policy changes since it came under Elon Musk's ownership. Threads, being perceived as less controversial and more stable, could attract marketing budgets seeking a more predictable environment.

Q4: Can Threads track real-time events like Twitter? Currently, Threads lacks direct messaging, tags, and keywords, limiting its ability to track and follow real-time events, a key feature advertisers often utilize on Twitter.

Q5: How much ad revenue can Threads potentially generate? If Threads sustains its user base and offers a compelling advertising ecosystem, analysts predict it could achieve an annual ad revenue of $5 billion, equivalent to Twitter's earnings in 2021.