Instagram Threads failed to seize a significant opportunity to rival X amidst this weekend’s OpenAI controversy. As news circulated about the removal of Sam Altman as OpenAI CEO, the ensuing chaos reverberated through Silicon Valley, with the conversation predominantly unfolding on X rather than Threads. Journalists, tech executives, and key figures affected by OpenAI’s turmoil, including Altman and co-founder Greg Brockman, turned to X to share statements and express sentiments about the unfolding events.
Altman utilized X to convey a range of emotions, from professing his love for OpenAI’s team to sharing a selfie with an OpenAI guest ID pass, signaling the tech community to follow his account for updates. OpenAI employees reposted Altman’s messages on X, showcasing loyalty and hinting at potential departures to join Altman’s next venture. Notably, even the interim CEO Mira Murati expressed support through a heart emoji on X.
Renowned journalist Kara Swisher broke news about the upheaval directly on X, providing insights into Microsoft’s last-minute awareness of Altman’s ouster and uncovering the reasons behind the firing. While some updates were cross-posted to Threads, X garnered significantly more attention, with one scoop reaching 5.5 million views and 6,000 likes.
Prominent figures, including Altman, Brockman, Murati, and OpenAI’s chief scientist Ilya Sutskever, used X to share their thoughts and statements on the situation. Altman’s post expressing love for everyone received 91,000 favorites, while discussions arose about cryptic messages and expressions of shock from various parties.
Rumored board candidates like Marissa Mayer and Brian Chesky also voiced support on X. Mayer criticized OpenAI’s governance, emphasizing “structural flaws” that needed addressing. Sutskever later expressed regret on X for his role in the board rebellion.
Despite X’s recent challenges, such as advertiser departures and reported usage declines, it proved to be a central platform for the OpenAI drama. The opportunity for fast-breaking news existed across various platforms, but X emerged as the primary stage for the unfolding events.
In contrast, Instagram Threads, positioned as a non-news-focused alternative to X by Meta, missed the chance to become a hub for major news breaks, particularly in the tech industry. Adam Mosseri, Instagram head, emphasized Threads’ avoidance of news amplification, and as a result, X maintained its status as the go-to platform for breaking news, leaving Threads in the background.
However, the OpenAI discourse on X did not translate into improved metrics for the platform. Market intelligence providers noted a lack of indication that non-users downloaded the app to follow the OpenAI drama. X’s overall iOS ranking even slipped further, according to data.ai, and Apptopia observed only a slight uptick in daily active users, smaller than the fluctuations over the past 90 days.
