Will Threads Topple Twitter in Japan?
Threads, Meta's innovative social media network, stormed onto the scene with a staggering 100 million members in its very first week. However, despite this impressive debut, Threads has not yet reached the critical mass needed to dethrone the reigning Twitter giant in Japan.
Japanese internet users were quick to embrace Threads upon its release, but it already seems that the initial excitement has faded, leading many Japanese users to return to Twitter.
Hurdles Facing Threads in Japan
One significant challenge that Threads faces is the absence of a subject search option or an explore page, hindering the creation of a comparable atmosphere to that of Twitter and others.
The culture on Twitter sets it apart from other social media platforms, most notably Instagram, from which the Threads community is derived, due to Threads account signup requiring you to have an Instagram account.
Also, Twitter users generally exhibit a more grounded approach to reality compared to their Instagram counterparts, which is particularly evident among Japanese Twitter users, known for their uncharacteristically direct and unambiguous communication style on the platform.
Twitter's immense success in Japan has even led its former CEO, Elon Musk, to dub it "Japan-centric," owing to the deeply ingrained culture of active, public online dialogues around specific threads and topics.
As a result, many Japanese businesses and brands currently hesitate to fully embrace Threads due to their strong allegiance to Twitter.
Reluctance to Embrace Threads
Taking a quick look at the social media of major brands in Japan, we found that hardly any have established a presence on Threads. Even brands with huge followings on Twitter, such as Shiseido, McDonald's Japan, and Lawson's (a convenience store chain), have yet to create an official account on Threads.
The lack of sponsored advertising serves as another deterrent for brands contemplating Threads. Moreover, the platform's limited accessibility to posts, subject searches, and hashtags reduces its appeal, especially given that Twitter's word-of-mouth advertising plays a pivotal role in the platform's success.
One potential advantage for brands is the relatively lower competition on Threads' timeline, making it potentially beneficial to establish a strong presence before industry competitors move in and saturate the space with content. However, while this may seem positive, the lower competition on Threads also indicates a smaller user base and potentially limited reach.
With the continuous emergence of new social media platforms, users will consequently cherry-pick the platforms and content that best resonate with them, which emphasizes the importance for brands to utilize various channels and develop optimal strategies to meet and engage with communities and consumers on multiple touchpoints.
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