Twitter’s Demise Is About So Much More Than Elon Musk
It’s really, really hard to kill a large, beloved social network. But Elon Musk has seemingly been giving it his absolute best shot: Over the past year, Twitter has gotten a new name (X), laid off much of its staff, struggled with outages, brought back banned accounts belonging to Alex Jones and Donald Trump, and lost billions in advertising revenue.
Opportunistic competitors have launched their own Twitter clones, such as Bluesky, Mastodon, and Threads. The hope is to capture fleeing users who want “microblogging”—places where people can shoot off little text posts about what they ate for lunch, their about politics or pop culture, or perhaps a few words or sentences of harassment. Threads, Meta’s entry, which launched in July, seems the—beating a milestone set by ChatGPT just months earlier—in part because Instagram users were pushed toward it. (Turns out, it’s pretty helpful to launch a new social network on the back of the defining social-media empire of our time.)
