I blame Tim Lovejoy. His raving about Twitter, 14 years ago, convinced me to dive in. Such was his endorsement of the social media platform on BBC2’s Something For The Weekend (before it transferred to Channel 4 as Sunday Brunch) that I had to give it a go.
It was a bit of a laugh back then, with people posting stupid cat videos and making witty remarks about their breakfast. With tweets originally restricted to 140 characters, it started the culture of ‘micro blogging’. Over time, it evolved into an invaluable source of almost immediate information generated by media organisations and businesses, as well as individuals disseminating Things They Know. It created its own luminaries, too - must-read accounts authored by smart, witty people who could write with erudition (and knew the difference between “your” and “you’re”, as well as the role a possessive apostrophe plays in basic grammar). Most of all, it was free. Free!
But, then – and I’m conveniently truncating history here – Donald Trump came along, and his deranged early morning, stream of consciousness, all-caps tweets (written, we assumed, while he was conducting the day’s first ablutions) started to take Twitter into a very different direction. We had entered the ‘post-truth’ era, and before you knew it, Twitter had become bad for your mental health - especially if you’re susceptible to the grifting of certain politicians and their equally gaslighting acolytes. Views long-banished to the darkened recesses of society were propelled to the surface, or near enough.
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For some, this last Saturday may have proven to be the final straw. “Rate limit exceeded – Please wait a few moments then try again” appeared in the place of up-to-the-minute missives about whatever. Twitter appeared to be down. The hashtags #ratelimitexceeded and #twitterdown started trending, except no-one could read the tweets born by them. No-one – with perhaps the exception of Musk – knew what the hell was going on. Twitter wasn’t down - it had been intentionally broken by its owner.
In, oddly, one of the few tweets you could read, Musk later explained what had happened: “To address extreme levels of data scraping & system manipulation, we’ve applied the following temporary limits: - verified accounts are limited to reading 6000 posts/day; - Unverified accounts to 600 posts/day; - New unverified accounts to 300/day.”
Immediately there was a collective realisation that Musk was having another dummy-spitting episode about something. He was doing it knowingly, too. Twitter (or Musk) would later raise the restrictions to 8,000/800/400 tweets viewed and then 10,000/1,000/500 respectively, with the South African billionaire clearly finding the whole exercise – and the brouhaha it generated - funny.
“You awake from a deep trance, step away from the phone to see your friends and family,” he wrote in another tweet. He then trolled users further by posting: “Oh the irony of hitting view limits due to complaining about view limits,” after people had exceeded their cap by posting the “Rate limited exceeded” message and asking what it meant. Many concluded that “data scraping” and “system manipulation” claims had something to do with AI harvesting (other social media platforms have expressed similar concerns) and didn’t want anyone or anything else to profit from Twitter.
However, given that Saturday’s action effectively shut off Twitter’s basic functionality to its users - and therefore eyeballs belonging to the platform’s lucrative advertising audience - the whole exercise seemed like another gallon of petrol thrown in the blazing bin. Industry analysts said the latest chaos would not help maintain advertisers’ interest in the platform, with one saying that the stunt was “remarkably bad” for them. “This certainly isn’t going to make it any easier to convince advertisers to return [to Twitter]. It’s a hard sell already to bring advertisers back,” Insider Intelligence analyst Jasmine Enberg told Reuters, a point of view backed by media buying agencies openly advising clients against using the platform.
Only last month former NBC-Universal advertising chief Linda Yaccarino started work as Twitter CEO with a brief of improving the company’s commercial activity. In fact, according to the Financial Times, Yaccarino had been specifically tasked with restoring relationships with the advertising community, relationships that had been strained since Musk’s takeover and his subsequent tinkering. One industry figure told Reuters that Yaccarino represented the “last best hope” of saving Twitter, which has seen its market value drop to just a quarter of what Musk paid for it.
Key to advertisers staying with Twitter is it continuing to deliver those eyeballs, but in that, no knows for certain how many accounts the platform has, or how many have been closed down since Musk’s takeover (the company no longer discloses how many accounts it has - the last time it did it reported 330 million active monthly users). Several high profile figures, like Sir Elton John have, though, stopped using it since October.
But for some end users, however, Saturday may well have been the final straw following months of constant, clumsy tinkering: the provocative adoption of Musk’s “free speech absolutism”; introducing the ‘curated’ For You channel no one had asked for (but is oddly addictive); bringing in ‘verified’, subscription-based accounts, replacing previous Blue Tick arrangement for prominent account holders; the arrival of a Wild West of spam and even illegal advertising.
On Saturday evening, many people - including me - went scurrying off to look for alternative social media outlets that could do the job Twitter had, until relatively recently, done pretty well. The truth is, there aren’t any or, at least, weren’t. There are venerable discussion platforms like Reddit, Tumblr and Mastodon, which has a similar interface to Twitter. There are rivals in development, too, like Bluesky, the semi-available app being developed by Twitter founder Jack Dorsey.
None, however, appear to offer the immediacy and – when it was good – reliability of Twitter to keep abreast of world events in real time. Which is why, despite Saturday’s nonsense, many users I know, as well as most of the accounts I follow, were operating as usual yesterday. But with the threat of Musk continuing to tamper with what had once been perfectly good (it just struggled to make any money), there is still an open opportunity for someone to offer a direct rival.
Available to download from the Apple App Store on Thursday, it will be functionally very similar to Twitter by being - according to App Store blurb - a “text-based conversation app,” and a place “where communities come together to discuss everything from the topics you care about today, to what’ll be trending tomorrow.”
Threads will enable users to post short messages, with images and links to web pages, as well as engage with them through likes reshares. Given that many people on Twitter also have Instagram accounts, Threads users will be able to easily connect to the accounts they follow on that platform.
Given that Musk is said to have challenged Zuckerberg to an actual cage fight, Threads could be the Meta boss’s ultimate counter-strike. According to The Verge, Meta’s Chief Product Officer, Chris Cox, said at a recent company meeting that Threads will be “our response to Twitter”, adding that it was being developed in response to “creators and public figures who are interested in having a platform that is sanely run,” a barb clearly aimed at Musk.
Not that a Meta-run version of Twitter will be perfect. In its pursuit of profits, Facebook has become, at times, an impenetrable forest of sponsored accounts no one asked for, with functional tinkering of its own making it less of a chronological timeline of posts as a miasma of random items and spam ads. And, to cap it all, ads clearly generated by deep mining of browser activities on devices using Facebook and Instagram.
It’s safe to assume that Threads will make use of the same algorithms. Nor would you bet against Meta applying a tier-based subscription model to it as Musk has done with Twitter. The problem with free stuff is that sooner or later someone decides that it needs paying for.
However, what might determine Threads’ success is the loyalty with which Twitter users remain attached to it. Even after Saturday’s events, and my own search for an alternative (largely to ensure I have something to look at when Musk breaks Twitter for good), it’s a difficult opiate to be weaned off.
Anyone who has ever worked in a newsroom will have access to newswires constantly churning out headlines – click bait before the phrase was even coined – and the Twitter death scroll has fulfilled much the same service. Even in Musk’s batshit-mad world of peppering your feed with ads for things you have no interest in at all (yes, you, Omaze and your bloody million pound house!), it is still, mostly, populated by tweets from organisations we can be individually interested in or, if you choose the ‘For You’ channel, tweets you have an uncannily unexpected appreciation of.
However, with each new belligerent act by Musk, regardless of whether he is genuinely trying to introduce some commercial reality to the platform (or just being disruptive for larks), the Twitter experience gets ever more wearisome. Zuckerberg knows this. He has considerable muscle (Instagram has around two billion monthly active users, according to Meta), but has also shown himself to be very adept at assimilating concepts from elsewhere (Facebook’s feature for ‘disappearing’ stories seemed to have been lifted from Snapchat, just as short-form video ‘reels’ looked a lot like TikTok). So, if anyone can break the Twitter habit, surely it will be him.
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