The crazy SOCIAL MEDIA CIRCUS — Threads vs Twitter and the rest

BEFORE YOU PRESS PLAY

What is discussed

AskMonty AI editorial noteSource consulted: 2026-09-21

Around the launch of Threads, Montemagno compares social media to a judged sport with shifting rules. He examines Meta's distribution advantage, established Twitter communities and the difference between acquiring users and keeping them active. He acknowledges his limited Threads experience and an earlier mistaken prediction about Clubhouse. He also questions the advantage enjoyed by those given early platform access. The discussion includes an invitation to his ilbusiness.com event on 5–6 October.

Key points

• Platform choices influence which content is produced and seen.
• Fast initial growth does not solve the problem of retaining users.
• Early access can give selected participants a competitive advantage.
• Trying a platform may provide useful knowledge even if it does not succeed.