Threads vs. X

Can Meta’s New App Stay Politically Neutral?

Katie Metz // Adriana Lacy Consulting

As we gear up for the 2024 US election, Meta's Threads, a Twitter-like app, is finding itself in a bit of a conundrum. The challenge? Keeping political discussions at bay. As recently reported in an article by Andrew Hutchinson, a Content and Social Media Manager at Social Media Today, this issue came to the forefront after a particularly news-heavy weekend when President Joe Biden announced via social media that he wouldn't be running for re-election.

Comparing Engagement: X vs. Threads

Even though X hasn't seen much growth since Elon Musk took the helm, it certainly remains a key player in breaking news. After all, as initially reported by The Information, with just a 2-minute difference in posting times, Biden's post got nearly a million likes on X within a day but only 12,000 on Threads. The reason? Well, threads don’t push political content unless you follow the account posting it.

Meta's Approach to Political Content

Meta's approach is pretty clear—they want Threads to be a space with less political noise. Users can follow political accounts if they wish, but Threads won't actively promote this content. This strategy initially came about because many users expressed fatigue over political bickering on social media, especially after events like the Capitol Riots. Mark Zuckerberg himself had mentioned in a conference call that users were just tired of politics taking over their social media feeds.

The Impact of the Capitol Riots

And while there’s no debate that the Capitol Riots were a turning point for Meta, if Threads wants to outshine X as the go-to platform for real-time updates, this approach might need a rethink. Adam Mosseri, the head of Instagram and Threads, has openly stated in a recent interview that he wants Threads to be the best platform for sharing ideas online, aiming to surpass X. The big question now is: Can Threads actually achieve this while steering clear of political topics?

Meta's Wariness of Politics

Meta's hesitation to dive into politics is certainly understandable. Over the years, Facebook has been a punching bag for political controversies, and even Zuckerberg has faced his fair share of criticism. Plus, more and more news publishers have been demanding payments for their content, leading to hefty payouts in some regions due to political pressure. It’s really no wonder Meta wants to keep politics at arm's length, especially with the continued rise of short-form video content.

Threads' Unique Challenge in the Short-Form Content Era

Short-form videos, like those on TikTok, have undoubtedly reshaped engagement on Facebook and Instagram alike. Meta reported in February that 40% of what people see on Instagram comes from AI recommendations, leading to more time spent on the platform. It would appear as though political content just isn't as crucial for Meta's overall success anymore.

Unfortunately, Threads might not be able to follow the same playbook. While avoiding heated political debates may be a smart move, Threads can't just flat-out ignore major political news. When Biden made his announcement, Threads' trending topics didn’t even reflect this major event, potentially pushing users back to X for their news fix. If Threads truly wants to thrive, it will likely need to find a good balance between avoiding divisive content and staying relevant with the latest news.

The Bottom Line

At this time, Meta is likely mulling over this issue internally. For Threads to succeed, it might need to allow more challenging content within set guidelines. Needless to say, navigating political neutrality while remaining a key player in real-time news will be Threads’ ultimate test in the coming months. Stay tuned—this story is far from over.

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