Meta’s Threads racked up more than 30 million sign-ups within about 18 hours of its launch, emerging as the first real threat to Elon Musk-owned Twitter, as it took advantage of its access to billions of Instagram users and a similar look to that of its rival.
Dubbed as the “Twitter-Killer,” Threads was the top free app on Apple’s App Store in the UK and the US on Thursday. Its arrival comes after Meta CEO Mark Zuckerberg and Twitter’s Musk have traded barbs for months, even threatening to fight each other in a real-life mixed martial arts cage match in Las Vegas.
“The cage match has started, and Zuckerberg delivered a major blow. In many ways, it’s exactly what you’d expect from Meta: Stellar execution and an easy-to-navigate user interface,” Insider Intelligence principal analyst Jasmine Enberg said.
Twitter responded on Thursday by threatening to sue Meta, according to the publication Semafor, citing a letter delivered to Zuckerberg by a lawyer for Twitter.
Numerous competitors to Twitter have sprung up following Musk’s $44 billion purchase of the social media platform last year, which was followed by a series of chaotic decisions that have alienated both users and advertisers. Musk’s latest move involved limiting the number of tweets users can read per day.
Twitter’s stumbles make room for a well-funded competitor like Meta Platforms, analysts and experts said, particularly because of its access to Instagram users and its advertising strength.
“Meta’s release of Threads came at the perfect time to give it a fighting chance to unseat Twitter,” said Niklas Myhr, professor of marketing at Chapman University, referring to the turmoil at Twitter after it limited the number of tweets users can see.
“Threads will be off to a running start as it is built upon the Instagram platform with its massive user base and if users adopt Threads, advertisers will be following closely behind.”
Other competitors have found limited success. Mastodon, another Twitter-like app, has 1.7 million monthly active users, according to its website, while Twitter co-founder Jack Dorsey-backed Bluesky has about 265,000 users.
Twitter had 229 million monthly active users in May 2022, according to a statement made before Musk’s buyout.
While Threads is a standalone app, users can log in using their Instagram credentials, which makes it an easy addition for Instagram’s more than 2 billion monthly active users.
Threads’ launch was clearly a first stab at a service as it currently lacks the bells and whistles of Twitter.
“There should be a public conversations app with 1 billion+ people on it. Twitter has had the opportunity to do this but hasn’t nailed it. Hopefully we will,” Zuckerberg said on Threads, where he now has a million followers.
Threads does not have hashtags and keyword search functions, which means users cannot follow real-time events like on Twitter. It also does not yet have a direct messaging function and lacks a desktop version that certain users, such as business organizations, rely on.
Some users including tech reviewer Marques Brownlee posted about the need for a feed that only consists of the people one follows. Users currently have little control over the main feed.
Twitter CEO Linda Yaccarino, who was hired by Musk in May to shore up advertiser confidence, said in tweet on Thursday that “everyone’s voice matters” on the app. “We’re often imitated — but the Twitter community can never be duplicated.”
Currently there are no ads on the Threads app and Zuckerberg said the company would only think about monetization once there was a clear path to 1 billion users.
Existing ad relationships from Instagram and Facebook should help Threads’ revenue, said Pinar Yildirim, associate professor of marketing at the University of Pennsylvania’s Wharton School.
“Facebook is a less uncertain bet compared to Twitter and a bigger player in the ad market.”
Some analysts said Threads was reminiscent of Meta’s success in integrating crucial features of platforms such as Snapchat and TikTok in the case of Instagram’s Stories and Reels.
At least four brokerages raised their price target on Meta, whose shares have already more than doubled in value this year.
On Thursday, Meta shares were down 0.2% amid a broader market selloff, after rising 3% on Wednesday ahead of Threads’ launch.
The app is available in over 100 countries, but Bloomberg News reported that it won’t be launched in the European Union as of now as Meta works out how data sharing between the new platform and its Instagram app will be regulated.
A former soldier has been found guilty of raping his ex-girlfriend during a four-hour attack in which he killed her, her mother and her sister.
Warning: This article contains distressing details.
Kyle Clifford, 26, previously admitted murdering BBC racing commentator John Hunt’s wife Carol Hunt, 61, and their daughters Louise, 25, and Hannah, 28.
He also pleaded guilty to false imprisonment of Louise, who was tied and gagged with duct tape, and possession of the crossbow used to kill her and her sister, and the 10-inch butcher’s knife he stabbed their mother to death with.
Image: Kyle Clifford. Pic: Hertfordshire Police
Prosecutors said he raped Louise in an “act of spite” during the attack in the Hunt family home in Bushey, Hertfordshire, on 9 July last year after she broke up with him 13 days earlier.
Clifford, who refused to attend the four-day trial at Cambridge Crown Court, claimed DNA evidence found on her body was from a consensual sexual encounter 16 days before the attack.
But he was found guilty by a jury after the court heard his explanation was “completely untenable”.
Image: Louise Hunt
Pic: Facebook
There was applause from the public gallery and cries of “yes!”, with one woman pumping her fists and another woman crying as the guilty verdict was heard.
The court was told Clifford began planning the murders after Louise, who told a friend he had a “nasty temper”, ended their 18-month relationship in a message on 26 June.
Judge pays tribute to family of the victims
Mr Justice Joel Bennathan said he will sentence Clifford on Tuesday for his “dreadful” and “almost unspeakable” crimes.
The judge paid tribute to the family of the deceased, adding: “They conducted themselves with huge dignity and restraint and I pay tribute to them.”
Detective Chief Inspector Nick Gardner said Clifford’s failure to attend his trial was an “absolute act of cowardice”.
He pointed out that the trial had been held in Cambridge to meet Clifford’s accessibility needs – he required a wheelchair after he shot himself with the crossbow.
“He has put the family through the ordeal of the trial, he has created everything that’s happened over this past week and failing to show his face is completely cowardly,” he added.
Image: Carol Hunt pictured with her husband John Hunt.
Pic: Facebook
Image: Hannah Hunt. Pic: Facebook
Clifford ‘planned a terrible attack’
Louise’s friends and family, who had described Clifford as “odd”, and “disrespectful, rude and arrogant”, backed her decision to end the relationship, sparked by his behaviour at a friend’s wedding.
Prosecutor Alison Morgan KC said Clifford, who had hidden relationships with two other women from Louise, was “angered” that she rebuffed his attempts to get back together.
“The defendant planned a terrible attack on Louise Hunt and her family, enraged by her rejection of him,” she told jurors during the trial.
“That attack included an act of sexual violence, committed out of spite, when she was restrained and unable to escape him.”
Image: The recovered crossbow.
Pic: Hertfordshire Police
She said the murders were “carefully planned and executed”, with Clifford tricking his way inside the family home on the pretext of returning Louise’s belongings and delivering a “thank you” card to her parents after checking Mr Hunt was not home.
He carried out “a brutal knife attack” on Carol, then waited for his ex-girlfriend to return home from working at her dog grooming business in a pod in the garden, the court heard.
It was added that customers of Louise’s business were using the gate at the side of the house, “not realising what was happening” when Carol was attacked and killed.
Louise was held for hours before Clifford shot her with the crossbow moments before her sister Hannah, a beautician, came home from work.
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Footage shows Clifford fleeing the Hunt family home
Hannah is heard on audio at the Hunt family home saying: “Kyle, I swear to God,” after finding him inside the house, the court heard.
The prosecution said Hannah messaged her partner, Alex Klein, telling him to “call police… immediately. To mine. Now. Kyle here. Police now. He’s tying us up”.
Clifford’s own sister messaged him on the day of the attacks when she realised he had taken the crossbow, asking: “What are you playing at?”
A loud whooshing sound was caught on a doorbell camera as the weapon was fired, while Hannah could be heard to shout, “Oh my god”, as she found her mother and sister.
Image: The 10-inch butcher’s knife Clifford used was never found but police released an image of the packaging.
Pic: PA
She was also shot but managed to call police, and emergency services found her collapsed in the doorway, but she died soon after.
Clifford, who served in the army from 2019 to 2022, shot himself in the chest with a crossbow as armed police found him in a cemetery the next day after a manhunt and is now paralysed from the chest downwards.
Violent misogyny promoted by the likes of Andrew Tate fuelled Clifford’s attack, prosecutors argued in court.
He also had been searching YouTube for the controversial influencer’s podcast the day before he carried out the four-hour attack, it was said in legal argument ahead of his trial.
It can only now be reported because the judge excluded the evidence from the trial, saying that it was of “limited relevance” and too prejudicial.