Instagram’s New Twitter Competitor is Right Around The Corner. How Can You Prepare?


The world of social media feels like it’s always changing – especially right now. With Elon Musk taking over Twitter, Mark Zuckerberg pushing the metaverse (or trying to), and the meteoric rise of TikTok, there’s a lot to keep track of.

In addition to all the other changes we’ve had to deal with in the last few years, there’s one more on the horizon: a new social media platform from Meta. This new platform is very interesting, and provides for some clear advantages over other new platforms that have risen over the last few years, especially for hotels that have already built followings on Facebook and Instagram. We’re here to clear up as much as we can and help you prepare for its launch.

What is Meta’s Newest Social Media Platform?
This new project from Meta is codenamed “P92” or “Barcelona” and was first reported on by Lea Haberman of marketing newsletter ICYMI. It’s the company’s response to Twitter, which has seen extreme turmoil since being purchased by Elon Musk in Fall of 2022. While Twitter’s stability has come into question and with TikTok facing statewide bans in states like Montana, Meta could be poised for success with this new platform, rumored to be called “Threads” according to The Verge.

Source: Lia Haberman

How Valuable Will Meta’s New Social Media Platform Be For Marketers?

As TikTok user growth slows sitewide, Meta offers an attractive proposition: take your followers from Instagram with you to this new platform. According to a leaked graphic from Meta, “P92” allows you to bring your fans with you: “In one tap, anyone can follow the accounts they follow on Instagram”. This gives marketers a whole new way to reach the people that are already familiar with their brand, in a faster-paced, lower stakes environment where every post doesn’t have to be curated to fit your feed’s aesthetic. 

This new social media platform is also built on the decentralized ActivityPub platform, allowing users to connect with users cross platform from other Twitter-alternative apps such as, a platform that crossed the 2 million user mark in December of last year. This gives your hotel a new way to reach users that avoid mainstream social media sites and privacy minded users that prefer open social media networks. 

Source: The Verge

What Kind of Content Should Our Hotel Be Posting?

While it’s impossible to know exactly what kind of content will reign king on Meta’s new platform, we can look at Twitter to get an idea about what kind of content to start planning for. 

  • Visual content that is easy to engage with will always be a good play online (hint: repurpose your hotel’s best Instagram posts).
  • Engage directly with customers and prospective customers - this is like responding to Instagram comments, but even more public since it’s not hidden underneath a post. This shows you care about guest experiences.
  • Engage with thought leaders in your community or industry.
  • Provide timely updates to local happenings like new businesses in your area, special events on and off property, and new improvements on your property.

The leaked slides also say you can “attach links”, something you can’t currently do on Instagram without linking to an external website through your bio. This could help marketers and creators drive more direct-response actions through social posts.

These are just some ideas to get you started thinking about what kind of content you’ll be posting on this new social media platform. Remember, the more high quality, useful content you post, the more your audience will see you as their go-to for their next trip and the more likely you are to reach new audiences that haven't yet heard of you.

When will Meta’s New Social Media Platform Be Released?

Meta has stated that the social media app will be launched “As soon as we can” with Lia Haberman teasing a late-June launch. 

Whether this new social media app is launched next week or later this summer, it could be a game changer for you and your hotel. Sign up for our newsletter to get continuing updates on the platform and even more tips when it first launches.