In recent weeks, the initial enthusiasm surrounding Meta's newly launched Threads platform appears to have hit a snag, as brands are noticeably decreasing their engagement and content output on the platform.

Elon Musk this week ended his destructive charade as the owner and operator of Twitter not by ceding operational control to someone more capable or by admitting his vision for the product is completely unworkable, but instead by just killing it entirely.

The OG social media company saw an opportunity to unseat the app that always seemed to be cooler and more influential, though Facebook and Instagram both dwarf Twitter in terms of users.