Meta’s Threads is thriving one year in, but X is still in the fight
Threads, Meta’s X competitor, is officially one year old. While the site was rushed into existence with a bare-bones set of features, Meta has steadily improved upon the app to make it a decent place for people looking to post on a platform that isn’t X.
The site arrived at the right moment. By last summer, Elon Musk’s takeover of X — which back then was still called Twitter — hadn’t only seen him wantonly firing vast swaths of the company and shutting off servers but also making changes with real consequences for the site’s user experience. That site had been very unstable and major advertisers fled, leaving in their wake cheap, garbage product and crypto ads. Chaotic changes to verification led first to high-profile impersonations and...