Meta briefed some creators on Instagram's decentralized text-based app that may launch in June 2023 with a Twitter-like design, Mastodon compatibility, and more

Meta's hosting secret meetings with select creators to share details — [a sneak peek at Instagram's new text-based app]

ICYMI 2023-05-20 Lia Haberman

Context & Ripple Effects

Meta had already been reported to be exploring P92, a standalone text network with Instagram login; this creator outreach turns that reported P92 exploration into a concrete go-to-market step. It matters because Meta is pairing a new publishing surface with an existing identity and creator network rather than building distribution from scratch.

The emphasis on a Twitter-like format and Mastodon compatibility positions the effort as both a direct text-social challenger and a possible bridge to federated services. Related reporting soon described an Instagram-based response to Twitter with ActivityPub integration, reinforcing that interoperability was central to the product’s proposed positioning.

First-order effects

Select creators gain early visibility into the product and a chance to shape its initial audience, feedback loop, and launch messaging.
Meta can test creator willingness to post on a text-first service tied to Instagram before committing to a broad public rollout.

Second-order effects

A credible Instagram-linked entrant raises pressure on Twitter to retain high-profile posters and on other text networks to clarify what differentiates their communities and distribution.
If Mastodon compatibility is delivered, federated-network operators and creators may need to assess how an influx of Meta-connected accounts affects discovery, moderation expectations, and audience reach.

Third-order effects

If major platforms use existing social graphs to seed new services, launching a rival network may increasingly depend less on acquiring users one by one and more on reusing identity, creator relationships, and cross-product distribution.
The proposed federation link points to a possible split between closed platform control and interoperable social protocols; whether that becomes structural depends on implementation and sustained user participation.

The trend: This is one data point in the move by incumbent social platforms to enter text-based public conversation through their existing identity and creator ecosystems, while using interoperability as a differentiator.

Discussion

Moneycontrol Moneycontrol on mastodon
Exclusive: Meta mulls a Twitter competitor codenamed ‘P92’ that will be interoperable with Mastodon
@film_girl@mastodon.social Christina Warren on mastodon
So the new Instagram text thing is reported to have ActivityPub support and instead of being happy at all the new labor that could potentially be coming to the standard, Mastodon people are now actively encouraging instances to not federate with any of that stuff. …
@rodhilton@mastodon.social Rod Hilton on mastodon
The celebrities are already ON Instagram. Big win that their new thing is going to have ActivityPub support built-in.
@liahaberman Lia Haberman on x
Based on a (somewhat blurry) example I got, Meta's new app looks a lot like Twitter. So, could this take over all the Twitter screenshots we've been seeing on the Feed lately? Maybe. It's impossible to predict how audiences will respond but this could be an alternative. [image]
@liahaberman Lia Haberman on x
The decentralized app is built on the back of Instagram but will be compatible with some other apps like Mastodon. So, users on other apps will be able search for, follow and interact with your profile and content.
@liahaberman Lia Haberman on x
Meta's been briefing creators on it's upcoming text-based app — now looking at a possible late June launch. Details are in my newsletter but I'll list some highlights 🧵 [image]
@billym2k Shibetoshi Nakamoto on x
@TitterDaily this is a bad idea for instagram 🤣 it would add reality to the app and the users wouldn't be able to take it
@filipeesposito Filipe Espósito on x
Honestly, if there's one company that can make a mainstream Twitter competitor, that company is Meta. Especially with an app under the Instagram brand sharing the same account. https://twitter.com/...
@hamids Hamid on x
Even as an investor in $META this doesn't excite me. It's hard to gain mindshare in established areas. I don't see how instagram penetrates the twitter user base. https://twitter.com/...
@nash076 @nash076 on x
... are you seriously telling me Facebook is pushing “pivot to text?” https://twitter.com/...
@gregbensinger @gregbensinger on x
This actually would be more akin to an “instant telegram” than the current Instagram https://www.theverge.com/...
@lamag @lamag on x
According to reports from @liahaberman, the app is built on Instagram's infrastructure but will be compatible with other apps like Mastodon. Users can sync their existing followers, handle, bio, and verification from Instagram to the new app. https://twitter.com/...
@mattnavarra Matt Navarra on x
This is Instagram's new Twitter rival app https://www.theverge.com/...
@sarahfrier Sarah Frier on x
@mattmday Right??? I think I've joined like 9 new apps in the last 6 months
@mattmday Matt Day on x
Could somebody just tell me what would-be Twitter killer I need to pay attention to? This is exhausting. https://twitter.com/...
@kevincollier Kevin Collier on x
Love to patiently copy and paste my stories and beautiful thoughts into Twitter, Mastodon, Bluesky, and now this secret fourth thing. https://twitter.com/...
@mathewi Mathew Ingram on x
As someone who wrote about Twitter cutting off Instagram's access to the API way back when, this news brings with it a lot of schadenfreude :-) https://liahaberman.substack.com/ ...
@jcpunongbayan JC Punongbayan, PhD on x
Let's see how this goes. https://www.theverge.com/...
@sarahfrier Sarah Frier on x
Meta has long embraced open source on the technical side. Interesting to see them thinking about it for this consumer app.
@lionvestgroup @lionvestgroup on x
Twitter is coming to Instagram? According to new information, we are finally getting a look at what Twitters newest competitor will look like in the form of Instagram. Set to be released this summer. https://www.theverge.com/...
@michaelsayman Michael Sayman on x
curious to see how well this does... https://twitter.com/...
@danprimack Dan Primack on x
Meta/Insta continue to follow the strategy of: If you can't beat em, copy em. https://twitter.com/...
@goofrider @goofrider on x
Instagram joins Fediverse? https://twitter.com/...
@marvelle Marshall Maher on x
All Meta needed was some loony billionaire to destroy Twitter in the most comical and ham-fisted way imaginable before they unveiled their Twitter knockoff. https://twitter.com/...
@smacula @smacula on x
Meta/Instagram just released Twitter 😂 https://twitter.com/...
@michaelguimarin Michael Guimarin on x
Interesting idea, building a portfolio of social apps. Wonder if it will work. My money is on no. instragam users have a lower literacy than twitter, so they are not going to jumpstart a network that pulls people over from twitter. Businesses already go downstream to both. https:…
@martinsfp @martinsfp on x
I did *not* expect Meta's Twitter-esque app to be fediverse compatible https://twitter.com/...
@liahaberman Lia Haberman on x
The app will have a centralized feed showcasing your followers and recommended content You can post text updates up to 500 characters (that's less than an Instagram caption, an extended tweet or a LinkedIn post so be concise!) And also videos and images.
@alex__ha12 Alex Ha on x
Instagram launching a Twitter clone with a few key advantages - funnel IG live users -> text, taking the new broadcast feature to a new product - more creator-friendly, as most creators are already on IG - no immediate monetization pressure thanks @liahaberman for sharing! [image…
@mattnavarra Matt Navarra on x
👀 FIRST LOOK: This is Meta's new text-based app https://twitter.com/... [image]
@liahaberman Lia Haberman on x
Based on what I've seen of Instagram's new text app, Twitter's problem isn't with the company that hosts my newsletter or anyone else. It's with Meta https://twitter.com/...

Chronicles