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The Threads Creator Paradox

It's been just over a year since Meta launched Threads, a microblogging platform built upon Instagram's foundation. While still in its infancy, the team has quickly added features that present itself as a viable alternative to its contemporaries, the most important being a TweetDeck-like desktop UI. But there seems to

In NBA Threads, creators like David Rushing and Sara Montour Lewis curate community posts, engage across replies to boost other users, and help drive conversations during games. In fact, if they want to inject the kind of creators who succeed on Threads from platforms they own, they're likely to find more ideal users who run Facebook Groups—community builders who engage and give space to their group members. Instead of pushing community-building features that enable organic growth, they're trying to shove a square peg in a round hole and throw money at it, hoping it fits with enough financial incentive.

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