Name: Could Twitter Become Irrelevant?
Uploaded: 2023-07-17T02:02:00Z
Duration: 6 min 30 s
Description: Twitter is facing new challengers that threaten to take over the platform’s position as the global town square. WSJ tech columnist Christopher Mims joins host Zoe Thomas to explain how the rise of Threads could make Twitter less relevant. Illustration: Jarred Briggs/WSJ

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Twitter is facing new challengers that threaten to take over the platform’s position as the global town square. WSJ tech columnist Christopher Mims joins host Zoe Thomas to explain how the rise of Threads could make Twitter less relevant. Illustration: Jarred Briggs/WSJ

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Could Twitter Become Irrelevant? 

Zoe: Welcome to Tech News Briefing. It's Monday, July 17th. I'm Zoe Thomas for The Wall Street Journal. The battle between Elon Musk's Twitter and Mark Zuckerberg's Twitter copycat, Threads, has been heating up. Twitter, which has been around for more than a decade, has by one measure roughly 500 million users. Threads, in just five days, hit 100 million users. That's raising questions about whether this new text-first social media app from Meta can do something previous Twitter rivals haven't been able to manage: make Twitter irrelevant. Our tech columnist, Christopher Mims, wrote about this and he's with us now. So Christopher, what is it about Threads that makes it seem like it might be able to replace Twitter in a way other platforms haven't been able to?

Christopher: So when you're starting a new social network, the problem is you go on and your friends aren't there, right? So how do you overcome that problem of getting a critical mass? Well, Threads accounts are linked to Instagram accounts. There's more than a billion global active monthly Instagram users, so that seems to have made Threads blow up overnight.

Zoe: I mean, there are some limitations to Threads though, right?

Christopher: Threads, at this point, is very simple. It's just a algorithmically curated feed of people's short text notes, just like on Twitter. It doesn't have global search, it doesn't have hashtags, if you like, that sort of thing. It doesn't have lists, it doesn't have a chronological feed. The fact that it's gotten so big so quickly seems to indicate that even with just this bare bones Twitter-like functionality, a service that just works and which is easy to sign up for is something people really wanted. Importantly, of course, it's also not being curated by Elon Musk, who's so active on Twitter.

Zoe: Yeah, let's talk about that a little bit because this isn't just about what Threads is doing. This is also about what Elon Musk and Twitter are doing.

Christopher: Absolutely. So Musk, whatever you think of his politics or his taste in memes, he has made a lot of changes to Twitter very quickly and changes to the algorithm, which even his biggest fans don't like. Of course, there was the whole rate limiting debacle recently where for a little more than 24 hours, you could only view so many tweets at a time. Also, you know, if you go on Twitter and you wanna hear from people who haven't paid the eight bucks a month to subscribe, that's pretty hard, right? Because in replies, their replies are prioritized above everything else. It's created a lot of incentives that skew who's being heard on the site, and frankly, skewing it away from the folks who in the past were doing most of the content generation and engaging on the site in the first place.

Zoe: Do we know how much of an impact all of that is having on Twitter? Are there any numbers on that?

Christopher: It looks as though Twitter has had, steadily over the past year, a significant decline in traffic, about 10 or 11% down over the past year. A lot of that drop happened in the first couple of days after Threads debuted. Twitter's also dropped from about the 32nd most visited domain on the internet to about the 41st most visited domain. So whereas in the past it was up there with giants like Amazon, or believe it or not, Yahoo still, it's dropped significantly in its ranking.

Zoe: Last week, Twitter said it started paying creators on the platform a portion of ad revenue from the ads that are placed in replies to their tweets. Could moves like that help to keep people on the platform, keep it relevant?

Christopher: It remains to be seen what the effects of those changes will be to Twitter. So Musk has said that this past week perhaps set a record for the number of, he called it engaged user seconds. In other words, the amount of time people spend on Twitter total and that could be that Twitter's user base is shrinking but they're spending more time on the site, maybe viewing the kind of long-form videos that Musk and others have been touting. It seems as though what's happening overall to Twitter is more engagement from a committed user base but that user base may be shrinking.

Zoe: You know, Christopher, Twitter has really stood out in these moments of big upheaval. You know, for instance, the Arab Spring, the Black Lives Matter movement and the 2016 election. Could it be that we're just not seeing those moments play out right now, and that it could still be the town square when major events happen?

Christopher: In terms of Twitter being the global town square, a lot of its biggest challenges actually don't have anything to do with Threads, they have to do with people moving a lot of those conversations and a lot of that real-time information sharing to TikTok obviously. WhatsApp is huge, especially in South Asia and other parts of Asia. Telegram has been huge for sharing real-time information about the conflict in Ukraine, so people just have more options now than they did a decade ago.

Zoe: Are there things that Twitter can do to stay relevant then?

Christopher: One way that Twitter is staying relevant and that Musk's moves might actually in the end prove to be wise in terms of relevance, if not ad revenue, Twitter is just really doubling down on catering to everyone who feels like their views and their politics haven't been reflected in what gets featured on the products of so-called big tech. So Google, Facebook, et cetera. It could be the home for that, that other places like Gab, Parler and Truth Social were supposed to be, those sites just don't have the region, the influence that Twitter does.

Zoe: All right, that's our tech columnist, Christopher Mims, and that's it for today's Tech News Briefing. For more tech stories, check out our website, wsj.com. I'm Zoe Thomas for The Wall Street Journal. Thanks for listening.

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