Thread and the power of public perception

Thread, a text-based conversation platform from Instagram, launched by Meta, has made its debut, and its success is as much about the personalities behind it as it is about the platform itself.

The launch has been amplified by the rivalry between two of the tech industry’s most influential figures — Mark Zuckerberg, CEO of Meta and the driving force behind Thread, and Elon Musk, the CEO of Tesla, SpaceX, and the somewhat “controversial” CEO of Twitter. Their contrasting leadership styles, public personas, and strategic decisions have significantly influenced Thread’s trajectory.

The sudden launch of Thread took everyone by surprise, and I believe it was strategically timed to capitalize on the recent negative publicity surrounding Elon Musk. While Thread may currently offer less than Twitter, it embodies more of what people aspire to.

In terms of numbers, Thread’s launch was a resounding success, with over 100 million accounts now on the app, as indicated by the badges appearing on Instagram profiles when someone joins Thread. For context, ChatGPT reached 100 million users in two months, TikTok in nine months, and Instagram in two and a half years. While some may argue that these numbers are driven by Instagram’s seamless or centralized integration with Thread, I believe that it’s more about people’s perception of Elon and Mark.

Elon Musk exemplifies the creative side of autocratic leadership. His business ventures have been guided by his unique vision, but Musk often makes impulsive decisions with little input, a trait that has become apparent over the past two years.

Musk announced his intention to purchase Twitter in April 2022, with a fervent desire to eliminate spam bots and safeguard free speech. However, his actions since then have contradicted his initial intentions. His tenure at Twitter has been likened to that of a modern tyrant, drawing parallels with Mr. Trump’s political style in the USA, with a promise to “make Twitter great again”. Musk is seen as someone who believes he knows everything, displaying arrogance, recklessness, and a lack of empathy.

His interference with the Twitter experience and announcing changes based on his beliefs rather than the desires of his audience or the Twitter community has left many, including corporations investing millions in ads, worried about what might come next. His firing of Twitter employees and the manner in which it was handled sent shockwaves through Silicon Valley and the tech community. Regardless of whether these moves were successful, they have earned him a negative reputation in the public and media eye. These qualities and values contradict everything that the younger generation, the driving force behind all social spaces, stands for.

On the other hand, Zuckerberg has been successful in generating positive PR. It’s been five years since Zuckerberg testified before Congress about the company’s data collection and usage practices. Many people have likely forgotten about this, and his products, especially Instagram, have been growing in popularity. He consistently engages with his audience in a friendly manner, portrays himself as a family man by sharing personal updates about his family life, and promotes a casual and healthy lifestyle.

Zuckerberg carefully positioned Thread to garner appeal, focusing heavily on the values and ethos that will drive the platform forward. This strategic move is particularly significant given that, in its current state, Twitter still offers much more. He emphasized that it is an open conversation platform that gives users more control. He also mentioned the open social networking protocols that will allow developers to create new features and user experiences. This has earned him a favorable opinion among the public and the development community. Furthermore, many businesses and corporations use META ads to promote their businesses, and a new app could potentially extend their reach.

In the grand scheme of social media evolution, Thread’s emergence is a testament to the power of public perception. As we’ve seen, the contrasting leadership styles of Mark Zuckerberg and Elon Musk have played a significant role in shaping the narrative around Thread. While the journey of this new platform is just beginning, its early success underscores the importance of understanding the aspirations of the digital generation and the impact of leadership in the tech industry.

As Thread continues to grow, it will be fascinating to watch how it navigates the complex dynamics of the social media landscape, and how the ongoing Zuckerberg-Musk saga continues to influence its trajectory. In the end, Thread’s story is not just about a new social media platform; it’s a reflection of the broader tech industry and the personalities that drive it.