Threads, Meta’s text-based social media platform, launched in July 2023 with high expectations. Positioned as the antidote to Elon Musk’s X (formerly Twitter), it promised a “positive alternative” to the chaos and divisiveness that often define online discourse. Yet, more than a year later, Threads struggles to sustain engagement, with users and creators alike abandoning the platform.
Mark Zuckerberg’s recent appearance on The Joe Rogan Experience has reignited questions about Threads’ future. Zuckerberg’s candid remarks on fact-checking, political pressures, and misinformation reveal a CEO grappling with the lessons of Meta’s past.
As Donald Trump prepares to return to the White House, tech leaders and corporate giants are scrambling to align themselves with the incoming administration in a bid to stay in its good graces. Trump’s openly anti-DEI stance and his broader criticisms of corporate social responsibility initiatives have set the stage for a flurry of strategic repositioning within Silicon Valley. Elon Musk who ended DEI at X as soon as he took over, has been an early ally and vocal supporter of Trump, Now, others are following suit. Jeff Bezos’s Amazon funded a $40 million documentary about Melania Trump, signalling an attempt to reset ties with the administration. Mark Zuckerberg’s Meta, in a dramatic pivot, has eliminated professional fact-checking, scaled back DEI programs, and introduced community-driven moderation on Threads. Sam Altman, CEO of OpenAI, contributed $1 million to Trump’s inaugural fund, a record-breaking initiative that has raised over $170 million from corporate America and wealthy donors—including $1 million donations from Google, Microsoft, and Boeing. Trump’s January 20 inauguration, coinciding with Martin Luther King Jr. Day, underscores the complex intersection of corporate power, politics, and historical significance as the tech industry braces for a transformative era under his leadership.
As Meta rolls out strategic pivots, including dropping professional fact-checking and adopting a community-driven moderation system, the question remains: Can Threads truly challenge X as a global town square?
What Mark Zuckerberg Said on Joe Rogan’s Podcast
Zuckerberg’s interview on The Joe Rogan Experience shed light on his frustrations with government pressure and the evolution of Meta’s approach to content moderation. His comments are especially relevant to Threads’ development:
- Political Pressure on Fact-Checking: Zuckerberg admitted that the Biden administration pressured Meta to remove content, including humorous memes. He described how government officials would “yell and curse” at Meta employees, demanding they take down certain posts. One such example involved a Leonardo DiCaprio meme poking fun at vaccinated individuals, which Meta refused to remove.
- Acknowledging Mistakes: Zuckerberg confessed that his company went “too far” in complying with external requests during the pandemic. He criticized Meta’s own fact-checking processes, likening them to something “out of 1984,” and admitted that they led to widespread perceptions of bias.
- Misinformation and 2016: Reflecting on the 2016 U.S. election, Zuckerberg said he and others wrongly believed that misinformation on social media had been the primary factor in Donald Trump’s victory. He acknowledged that this assumption influenced Meta’s overly aggressive moderation policies.
While Zuckerberg addressed several topics, including critiques of Apple, these revelations about fact-checking and content moderation are particularly relevant to Threads’ ability to navigate the delicate balance between free speech and misinformation.
Why Threads Isn’t Yet the Global Town Square
Threads’ initial launch was plagued by a lack of core features, an overly sanitized vision, and a misalignment with its target audience. These challenges persist, even as Meta experiments with new strategies.
Key Issues Holding Threads Back
- Limited Features: Threads launched without trending topics, hashtags, or robust discovery tools—critical elements for fostering real-time global conversations.
- Overly Cautious Strategy: Zuckerberg’s vision of a “positive platform” led to a bland user experience, devoid of the vibrancy and spontaneity that define X.
- User Retention: Threads experienced a 70% drop in daily active users just weeks after its launch, reflecting its struggle to sustain engagement.
Meanwhile, other platforms like Bluesky, Mastodon, and Post.News also attempted to dethrone X, only to face similar challenges. These platforms failed to replicate X’s dynamic, fast-paced environment, leaving the space wide open for Threads to innovate—but only if it addresses its core weaknesses.
What Meta Can Do to Fix Threads
To compete with X and establish itself as a true global town square, Threads must go beyond imitation and focus on innovation. Here’s how:
1. Enhance Community-Based Conversations
Threads needs to build tools that foster organic, community-driven engagement. This includes:
- Localized Topics: Enable community conversations around hyperlocal issues, such as city events or regional debates.
- Interest-Based Groups: Create spaces for users to engage deeply on shared interests, similar to Reddit’s subreddits.
- Threaded Conversations: Improve the way replies and discussions are displayed, making it easier to follow conversations.
2. Reintroduce Key Features
Improved core features like trending topics, hashtags, and improved discovery tools are essential for a vibrant social platform. Without these, Threads cannot replicate the immediacy and relevance that X offers.
3. Support Creator Economies
Threads must incentivize creators with monetization opportunities. Musk’s X has introduced ad revenue sharing, subscriptions, and paid content options, making it attractive to creators. Threads needs to match or exceed these offerings to attract influential voices.
Additionally, Threads should explore exclusive creator incentives, such as:
- Bonus Payments: Offer financial bonuses for exclusive content creators who commit to posting only on Threads for a defined period.
- Promotional Tools: Provide exclusive creators with greater visibility through in-app promotions and algorithmic boosts.
- Community Engagement Events: Host virtual meetups, Q&A sessions, or collaborations that allow creators to connect with their audience directly, fostering deeper engagement and loyalty.
4. Integrate Meta AI for Smarter Interactions
Meta’s recent advancements in AI, including tools like Meta AI chatbots, have enormous potential for Threads. These tools could:
- Personalized Content Curation: Use AI to recommend threads based on users’ interests and browsing habits.
- Enhanced Moderation: Deploy AI to detect and flag harmful content in real time, creating a safer environment for users.
- Conversational Features: Incorporate AI-driven bots that can engage in discussions, answer questions, or even moderate heated debates in community spaces.
5. Clarify Its Value Proposition
Threads has yet to define what makes it unique. Is it a platform for long-form discourse? A professional networking tool? A casual space for friends? Until Meta clarifies its vision, users will remain uncertain about why they should choose Threads over X.
6. Expand Globally
Threads needs to focus on international markets where X’s presence is weaker, such as parts of Africa and Southeast Asia. By tailoring the platform to local needs, Threads could establish itself as the preferred option in these regions.
Mark vs. Elon: The Bigger Picture
The competition between Zuckerberg and Musk extends beyond Threads and X. It reflects two opposing philosophies:
- Zuckerberg envisions a “positive” platform focused on connection and inclusivity.
- Musk embraces unfiltered discourse, valuing freedom of speech even when it courts controversy.
This ideological divide shapes how each platform approaches moderation, engagement, and innovation. While Threads strives for harmony, X thrives on chaos.
The Road Ahead for Threads
Threads has the potential to challenge X, but it requires bold changes. Zuckerberg’s reflections on fact-checking and government pressure suggest a willingness to evolve, but the platform’s success will depend on its ability to:
- Deliver the features users demand.
- Incentivize creators to join and stay with exclusive benefits.
- Leverage cutting-edge AI to improve functionality and engagement.
- Foster vibrant, authentic conversations.
For now, Threads remains in Musk’s rearview mirror. But with Meta’s resources and Zuckerberg’s renewed focus, it may yet transform into a platform capable of redefining the global town square.
