One of Mark Zuckerberg’s most trusted aides, Chris Cox, introduced what he dubbed “our response to Twitter” during a conference of the Meta team last week.

The head of products unveiled “Project 92,” also known as “Barcelona” internally, a prototype software that Facebook thinks would ultimately defeat its competitor.

According to technology news website The Verge, the app is anticipated to be named Threads and images indicate it would include a continuous scroll of text similar to Twitter and buttons comparable to the Like and Retweet functionalities.

Celebrities and influencers are already being courted by Zuckerberg’s business to test the app. The Dalai Lama, a religious figure in Tibet, and TV personality Oprah Winfrey have agreed to register accounts for Meta in the hopes that these well-known early users will entice more people to sign up.

A social media strategist named Matt Navarra claims, “I know for a fact they’ve been talking to a British celebrity, and some US big name stars.”

He said that since “they have been onboarding people for a little while,” the launch of the new app may happen as soon as “the end of the month or the beginning of next month.”

Unlike its competitor platform, which has abandoned shorter Tweets in favour of lengthy essays, Threads, which will be independent from Meta’s famous Instagram, is anticipated to have a 500 character restriction on its posts. This will keep Threads loyal to the original concept of Twitter.

According to Navarra, the overall design “looks remarkably similar to Twitter”.

Users should be able to move over their Instagram account information, including the option to maintain their username and invite their followers to join them.

For those who have amassed sizable followings on other platforms, it should ideally make it easier to sell.

As Twitter struggles following Elon Musk’s purchase of the company last year, Zuckerberg is ready to pounce.

Twitter has been losing money on advertising since Musk bought it for $44 billion last October, and some users have just stopped using the service.

By reversing certain bans on accounts barred for using hate speech, Musk has frightened both advertisers and users. Additionally, he removed the “blue tick marks” from accounts and demanded payment for the status badge, which some found offensive.

Companies increasingly worry that their ads can show next to hate speech or inaccurate information. According to internal estimates, The New York Times claimed that Twitter advertising spending has fallen 59 percent year over year.

Since Musk purchased Twitter for $44 billion in October of last year, it has been losing money on advertising, and some users have just quit using the service.

Musk has alarmed advertisers and users by rolling back certain prohibitions on accounts blocked for spreading hate speech. He also requested payment for the status badge and deleted the “blue tick marks” from accounts, which several people considered disrespectful.

Companies are becoming more concerned that their advertisements may appear next to offensive material or false information. The New York Times reported that internal calculations indicated a 59 percent decrease in Twitter advertising spending from the previous year.

Zuck made a wise decision to capitalise on the turmoil on Twitter, according to Wedbush Securities technology analyst Dan Ives.

The man who founded Facebook has a long-standing interest with Twitter and reportedly sought to acquire the two-year-old, nascent software in 2008 for $500 million.

Could Threads truly dethrone Twitter as the centre of the universe?

Smaller competitors haven’t caused any harm so far. Since Musk’s takeover, apps like Bluesky, supported by former Twitter CEO Jack Dorsey, and Mastodon have seen an increase in users, but these increases haven’t translated into genuine momentum.

Meta, on the other hand, poses a considerably more serious danger. Advertisers are probably far more inclined to deposit their advertising funds with Zuckerberg than with his smaller competitors.

In spite of prior worries about Facebook safety, particularly for younger users, “advertisers will be very open to a new offering from Meta,” predicts Brian Wieser, an impartial advertising analyst and author of the Madison and Wall newsletter.

There is nothing preventing the majority of marketers from using Meta in the same way that Elon Musk’s presence on Twitter is preventing them from doing so, the author claims, even if brand safety and appropriateness issues are typically a worry with any social media.

Politicians, journalists, celebrities, and commentators continue to be avid users of Twitter. Zuckerberg’s applications, Facebook and Instagram, have always had a much larger user base.

With over 250 million users since his takeover, according to Musk, Twitter usage was at “an all time high” in November. However, this is little compared to the more than 2 billion users of Instagram alone. To threaten Twitter, Zuckerberg would only need to persuade a small portion of his user base to open an account.

Navarra claims that Instagram has maintained a “positive halo effect” around Meta despite the unfavourable perception of its Facebook counterpart. Despite a number of unfavourable articles about its elder sister, its brand has succeeded in persuading marketers to state.

The alternative app from Meta may be able to win over liberal celebs and anxious companies that are sick of Musk’s shenanigans.

The Verge reports that Mr. Cox, chief product officer at Meta, told his workers, “We’ve been hearing from creators and public figures who are interested in having a platform that is sanely run.”

Zuckerberg could use a victory: Investor discontent with Meta’s costly foray into the “metaverse” is mounting. In an effort to sell consumers on Zuckerberg’s vision of a virtual reality-powered, immersive future for the internet, the corporation has been spending more than $1 billion every month.

However, Meta’s history of releasing its own apps may cause some worry. Aside from Facebook, Zuckerberg’s finest achievement, the corporation has had difficulty launching new initiatives and has instead expanded through shrewd acquisitions, most notably Instagram and WhatsApp.

In recent years, Meta has closed down several apps, including Neighbourhoods, an app for local communities, Groups, a Facebook spinoff that barely garnered 15 million downloads, and Direct, an Instagram-based messaging service.

According to Navarra, “Meta doesn’t have a great track record” when it comes to releasing new apps for younger consumers. “Most of them never got off the ground and failed very quickly.”

He continues, saying that it is “better at copying and pasting successful features than launching new ones on its own.” By stealing the popular “Stories” format—short films that are pinned to a user’s profile—from competitor Snapchat for Instagram in 2016, Zuckerberg significantly hampered the growth of the competing app.

The business also changed the aesthetic of Instagram to more closely resemble its quickly-expanding rival TikTok, but it later undid some of these modifications in response to user anger.

Zuckerberg has been looking on measures to make WhatsApp more appealing to exiles from Twitter, maybe as a precaution against the likelihood that Threads won’t succeed.

The business introduced Channels, a platform that allows businesses and organisations to broadcast messages to sizable audiences. They are able to transmit texts, images, audio, and video.

Government organisations and sports teams like Manchester City and Barcelona have both joined. With 2 billion users, it could be more effective to speak with individuals directly than to wait for them to see a Tweet.

Whether it involves WhatsApp or Threads, Zuckerberg and Musk’s conflict is not likely to be simple. Ives predicts a “costly battle for market share as advertising growth remains under pressure” for the competitors.

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