In a recent company-wide meeting, Meta, the parent company of Facebook, made waves by teasing the development of a standalone app aimed at rivaling Twitter. The app, internally known as Project 92 and rumored to be called Threads upon release, was unveiled during the meeting by Meta’s chief product officer, Chris Cox.
He described it as a direct response to Twitter and emphasized that it would be “sanely run.” This move by Meta marks its ambition to create a platform that addresses the concerns of creators and public figures, providing them with a trusted and reliable space for sharing their updates.
Challenging Twitter’s Dominance
Twitter, under the leadership of Elon Musk, has faced its fair share of controversies and challenges. Meta intends to capitalize on this situation by offering an alternative platform that promises stability, safety, ease of use, and reliability. By incorporating these core principles, Meta aims to attract creators and public figures who are seeking a platform they can trust and rely upon for distribution.
Meta’s chief product officer, Chris Cox, took a dig at Elon Musk’s handling of Twitter, highlighting the feedback they received from creators and public figures who expressed interest in a “sanely run” platform. Cox emphasized the importance of providing a stable environment for creators to build and grow their audiences.
During the meeting, Cox also mentioned that several high-profile personalities, including Oprah, the Dalai Lama, and DJ Slime, had already committed to using the upcoming app.
Key Features and Integration
Project 92, the code name for Meta’s new app, is expected to leverage Instagram’s existing infrastructure. Users’ information will be automatically populated from their Instagram accounts, streamlining the onboarding process. Additionally,
the app is said to integrate with ActivityPub, a decentralized social networking protocol. This integration allows users to migrate their accounts and followers to other apps supported by the protocol, providing a seamless experience across platforms.
The decentralized nature of Project 92 distinguishes it from traditional social media platforms. Similar to Twitter rival Mastodon, users will have the flexibility to create their own communities with distinct rules. This approach empowers users to have more control over their online experiences and content moderation.
Leveraging Instagram’s User Base
As per BBC , Meta’s alliance with Instagram gives the upcoming app a significant advantage over Twitter. With over 1 billion users, Instagram provides a massive user base that can potentially migrate to the new platform. In contrast,
Twitter currently has around 360 million users and has faced challenges since Elon Musk took over as CEO. Musk’s decision to introduce paid features, such as the blue checkmark verification, and the platform’s controversies have resulted in a loss of user confidence and advertiser interest.
Meta’s strategic collaboration with Instagram allows them to tap into the photo-sharing app’s extensive user base, enhancing the potential for the success and widespread adoption of the new platform.
The integration of Project 92 with Instagram creates a unique interconnected platform within Mark Zuckerberg’s portfolio, which includes Facebook and WhatsApp.
Meta’s Shifting Strategy
The development of Project 92 aligns with Meta’s broader shift in strategy across its platforms. Meta has been emphasizing video content and recommended content features to better compete with platforms like TikTok.
The company recognizes the importance of keeping users engaged within their ecosystem and is actively exploring ways to streamline user experiences. Tom Alison, head of Facebook, mentioned that they are even testing the reincorporation of messaging features to eliminate the need for users to switch between separate apps.