Meta’s Threads app, a direct competitor to Twitter, has finally launched in the European Union (EU), marking a significant milestone for the company. The app, which bears striking similarities to Twitter, has been available in the United States since July, and Meta is hoping to attract users who are disillusioned with the recent turmoil on Twitter since Elon Musk’s acquisition of the platform.
Initially, Threads got off to a flying start in the US, with over 100 million users signing up in the first week. However, within a month, more than half of those users had stopped checking in, according to Meta CEO Mark Zuckerberg. Since then, the company has been working to revamp the app with new features aimed at building a strong community.
Threads’ arrival in the EU is expected to give the platform a much-needed boost, with the app’s spokesperson highlighting “significant improvements” since its initial launch. These improvements include the addition of a web experience, a Following feed, an edit capability, search with keywords, tag topics, and more.
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One of the key changes is the ability for users to sign up for Threads using their Instagram profile, providing access to a more comprehensive experience. Alternatively, users without an Instagram profile can still browse and share content, but with limited functionality, such as reporting and searching for accounts.
The delayed launch in the EU has raised eyebrows, with some speculating that it may be linked to stricter regulatory rules governing data usage and market dominance by large corporations. By allowing users to access Threads without an Instagram profile, Meta is likely attempting to appease EU regulators who have expressed concerns about the platform’s close ties to Instagram.
As Meta continues to expand Threads, it remains to be seen how the app will perform in the EU market, which presents a significant opportunity with nearly half a billion people. The company has been playing the long game with Threads, focusing on building a strong community rather than chasing quick fixes. With the app’s arrival in the EU, Meta is likely to gain valuable insights into user behavior and preferences, which can inform its efforts to take down its main competitor, Twitter.
The launch of Threads in the EU marks a significant milestone for Meta, and the company is hoping to capitalize on the momentum. With its continued investment in the app and adherence to EU regulatory requirements, Meta is poised to make a significant impact in the social media terrain.
