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  • Writer's pictureAaron Jones

Threads vs. Twitter: A New Chapter in Social Media Competition by Meta

Social media is an ever-evolving landscape and with Meta's launch of "Threads," a new competitor enters the arena, aiming to challenge the dominance of established platforms like Twitter. As Threads has been around for a week or so now, our team here at Social Swagger has been putting in the research to give you the low down on how it compares to Twitter! In this blog post, we'll delve into the key features of Threads and compare them to Twitter, highlighting the differences and potential impact these platforms could have on social media interactions.

Purpose and Philosophy:

Threads, brought forth by Meta, places a strong emphasis on fostering meaningful connections and building vibrant communities. Its primary focus is on creating a space where users can engage in positive and constructive discussions, with an emphasis on fact-checking and credible sources to bridge social divides.

Twitter, on the other hand, is renowned for its real-time, fast-paced nature, where users share short updates, news, and opinions in the form of tweets. The platform has a vast user base and a broad reach, enabling global conversations on a wide range of topics.

Community-Centric Approach:

Threads' community-centric approach sets it apart from Twitter. Users can join communities of interest, where they can connect with like-minded individuals, share ideas, and participate in discussions centred around specific topics. This approach aims to enhance user engagement and create a sense of belonging within the platform.

Twitter, while it allows users to interact with a broad audience, lacks the specific community feature that Threads offers. Twitter's focus has been on amplifying voices and content through retweets and hashtags, encouraging the viral spread of information.

Personalisation and Privacy:

Meta's AI algorithms power Threads with personalized content recommendations, tailoring users' feeds to match their interests and engagement history. This ensures that users are presented with content that aligns with their preferences, creating a more personalized and relevant user experience.

Twitter also utilises algorithms to curate content on users' timelines, but its approach has faced criticism for potentially reinforcing echo chambers and filter bubbles, where users are exposed only to content that reaffirms their existing beliefs.

Regarding privacy, Threads aims to provide enhanced privacy controls, allowing users to have more agency over their data and the information they share. Twitter, too, has improved its privacy settings over the years, but it has faced challenges in balancing user privacy with its advertising model.

Content Moderation and Toxicity:

Both platforms face the challenge of content moderation and tackling toxicity. Threads intend to address this issue proactively by implementing robust moderation tools, leveraging AI to detect harmful content, and empowering community members to report problematic behaviour. Meta's proactive stance aims to create a safer environment for users.

Twitter has faced significant challenges in combating harassment, misinformation, and hate speech. While it has made efforts to improve content moderation, the sheer volume of tweets and the real-time nature of the platform present ongoing challenges.


Meta's Threads enters the social media landscape with a fresh perspective, emphasising community-centric interactions, personalized content recommendations, and enhanced privacy controls. By addressing issues of toxicity and misinformation, Threads aims to foster more meaningful and positive social media experiences.

Twitter, as an established giant, offers a fast-paced and broad-reaching platform for real-time conversations and information dissemination. While both platforms have their strengths and challenges, Threads' focus on community and fact-based discussions sets it apart.

As these platforms continue to evolve and compete for users' attention, it is crucial for both Meta and Twitter to actively engage with user feedback and address concerns to create social media spaces that promote healthy, informed, and inclusive conversations. The future of social media competition between Threads and Twitter promises to shape the way we interact and engage on the internet for years to come.

Have you jumped on the Threads bandwagon yet? If so and you would like some guidance on how to maximise your business efforts on the new platform from Meta please get in touch with the team at Social Swagger, Essex’s number-one social media marketing agency! We are here to help.

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