The five reasons Zuckerberg’s plan to topple Twitter is starting now

Forget cage fighting, Mark Zuckerberg is going up against Elon Musk in his traditional arena of social media with this week’s launch of Threads.

Forget cage fighting, Mark Zuckerberg is going up against Elon Musk in his traditional arena of social media too. Aresna Villanueva

Conrad Quilty-Harper

Updated Jul 5, 2023 – 8.41am, first published at 8.11am

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Since Elon Musk bought Twitter last year, the microblogging site has faced technical glitches, content moderation problems and controversy over its new owner’s declared “free speech absolutism”. Enter rival billionaire Mark Zuckerberg, whose Meta Platforms has seized the moment to launch a rival service, Threads, with the scale, financial firepower and pre-existing user base to potentially threaten Twitter’s dominance.