An enormous tech firm with billions of customers introduces a brand new social community. Leveraging the recognition and scale of its current merchandise, the corporate intends to make the brand new social platform a hit. In doing so, it additionally plans to squash a number one competitor’s app.

If this appears like Instagram’s new Threads app and its push towards its rival Twitter, assume once more. The 12 months was 2011 and Google had simply rolled out a social community known as Google+, which was aimed as its “Fb killer.” Google thrust the brand new web site in entrance of a lot of its customers who relied on its search and different merchandise, increasing Google+ to greater than 90 million customers inside the first 12 months.

However by 2018, Google+ was relegated to the ash heap of historical past. Regardless of the web search big’s huge viewers, its social community didn’t catch on as individuals continued flocking to Fb — and later to Instagram and different social apps.

Within the historical past of Silicon Valley, huge tech firms have typically develop into even larger tech firms through the use of their scale as a built-in benefit. However as Google+ exhibits, bigness alone isn’t any assure of profitable the fickle and faddish social media market.

That is the problem that Mark Zuckerberg, the chief govt of Meta, which owns Instagram and Fb, now faces as he tries to dislodge Twitter and make Threads the prime app for real-time, public conversations. If tech historical past is any information, dimension and scale are stable footholds — however finally can solely go up to now.

What comes subsequent is way tougher. Mr. Zuckerberg wants individuals to have the ability to discover mates and influencers on Threads within the serendipitous and generally bizarre ways in which Twitter managed to perform. He wants to ensure Threads isn’t crammed with spam and grifters. He wants individuals to be affected person about app updates which can be within the works.

In brief, he wants customers to seek out Threads compelling sufficient to maintain coming again.

“For those who launch a gimmick app or one thing that isn’t absolutely featured fairly but, it is likely to be counterproductive and you might see lots of people churn proper again out the door,” mentioned Eric Seufert, an unbiased cellular analyst who carefully watches Meta’s apps.

For the second, Threads seems to be an in a single day success. Inside hours of the app’s introduction final Wednesday, Mr. Zuckerberg mentioned 10 million individuals had signed up for Threads. By Monday, that had soared to 100 million individuals. It was the primary app to take action in that time-frame, exceeding the chatbot ChatGPT, which gained 100 million customers inside two months of its launch, in response to the analytics agency Similarweb.

Mr. Seufert, the cellular analyst, known as the numbers that Threads had racked up “objectively spectacular and unprecedented.”

Elon Musk, who owns Twitter, has appeared agitated by Threads’ momentum. With 100 million individuals, Threads is shortly surging towards a few of Twitter’s final public consumer numbers. Twitter disclosed it had 237.8 million day by day customers final July, 4 months earlier than Mr. Musk purchased the corporate and took it non-public.

Mr. Musk has taken motion. On the identical day final week that Threads was formally unveiled, Twitter threatened to sue Meta over the brand new app. On Sunday, Mr. Musk known as Mr. Zuckerberg a “cuck” on Twitter. Then he challenged Mr. Zuckerberg to a contest to measure a selected physique half and examine whose was bigger, alongside an emoji of a ruler. Mr. Zuckerberg has not responded.

(Earlier than Threads was introduced, Mr. Musk individually dared Mr. Zuckerberg to struggle a “cage match.”)

What Mr. Musk lacks at Twitter, Mr. Zuckerberg has in abundance at Meta: huge audiences. Greater than three billion customers frequently go to Mr. Zuckerberg’s constellation of apps, together with Fb, Instagram, WhatsApp and Messenger.

Mr. Zuckerberg has had loads of expertise nudging hundreds of thousands of individuals in these apps to make use of one other of the apps. In 2014, as an example, he eliminated Fb’s non-public messaging service from contained in the social community’s app and compelled individuals to obtain one other app, known as Messenger, to proceed utilizing the service.

Threads is now tied carefully to Instagram. Customers are required to have an Instagram account to enroll. Folks can import their whole following checklist from Instagram to Threads with only one faucet of the display screen, saving them from looking for new individuals to comply with on the service.

On Monday, Mr. Zuckerberg urged there was extra he may do to push Threads’s development. He had not “turned on many promotions but” for the app, he wrote in a Threads publish.

Some customers have questioned why Threads appears to have made its debut with out some primary features which can be used inside Instagram, like a search operate that permits individuals to browse trending hashtags.

“There are a variety of options Threads didn’t launch with, probably by design, to maintain it model secure” and reduce controversy from the beginning, mentioned Anil Sprint, a tech trade veteran and author. “What does that do to the long-term interesting-ness of the community?”

Adam Mosseri, the pinnacle of Instagram, mentioned in a Threads publish on Monday that there was a operating checklist of latest options so as to add to the brand new app that individuals have requested. “They are saying, ‘make it work, make it nice, make it develop,’” he wrote, including, “I promise we are going to make this factor nice.”

But bolting on a brand new app to an organization’s current merchandise can ultimately run out of steam.

In 2011, after Larry Web page, Google’s co-founder and its chief govt on the time, cloned Fb with Google+, customers quickly grew bored of the novelty of the brand new social community and stopped utilizing it. Some noticed Google+ as one thing that was pressured on them whereas they have been simply making an attempt to realize entry to their Gmail.

Former Google workers described the product as “fear-based,” constructed solely in response to Fb and with no clear imaginative and prescient of why individuals needs to be utilizing it as an alternative of a competing community. In a autopsy of what went incorrect, one ex-Googler wrote that Google+ primarily outlined itself by “what it wasn’t — i.e. Fb.”

In fact Mr. Zuckerberg may pull a Invoice Gates with Threads. Mr. Gates, a founding father of Microsoft, constructed his empire on Home windows, the working system that powered a era of non-public computer systems — after which efficiently used that scale to crush rivals.

As soon as Home windows dominated PCs, Mr. Gates famously bundled different merchandise with the software program without cost. When he did that in 1995 by packaging the online browser Web Explorer with Home windows, Web Explorer quickly became the default browser on hundreds of thousands of computer systems, overtaking the then-dominant browser, Netscape, in simply 4 years.

Even so, Mr. Gates was ultimately stung by the tactic. In 1998, the Justice Division sued Microsoft for unfairly utilizing Home windows’ market energy to snuff out the competitors. In 2000, a federal decide dominated towards Mr. Gates’s firm, saying Microsoft had put an “oppressive thumb on the size of aggressive fortune.”

Microsoft later settled with the federal government and agreed to make concessions.