Threads is Losing Users — Fast. Here’s How the App Fumbled Its Product Launch (and 4 Social Media Fails It Resembles)

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In November 2022, Adam Mosseri, Head of Instagram, received a late-night call from Mark Zuckerberg, CEO of Meta (Instagram’s parent company), while on a family vacation in Italy to discuss a plan to build the “Twitter-killer.”

A month after Elon Musk’s tumultuous $44 billion acquisition of Twitter, Mosseri found himself speaking softly to avoid waking his sleeping wife as he, Zuckerberg, and a few other Meta executives discussed Twitter-like features they could add to Instagram until Zuckerberg said that he had a different idea: “What if we went bigger?”

On late July 5,

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