Sara Echeagaray has been hired by Too Faced to appeal to Gen Z, offering makeup power and self-confidence

As Twitter users get increasingly disgruntled with a platform owned by a controversial billionaire which has imposed temporary reading limits and has suffered countless outages, the CEO of the social media network has insisted the site’s community is “irreplaceable” as individuals flock to rival apps. After Mastodon, Post and Bluesky all stepped up to the plate to try and pull people away from the bird app, Instagram’s text-based alternative Threads has proven to be the next high-profile competitor – so much so, that Meta boss Mark Zuckerberg revealed 10 million people had signed up in the first seven hours of it going live this week. And Twitter’s certainly alarmed by its growing popularity. Owner Elon Musk has criticised the amount of data the app may collect on users and accused it of “cheating” amid reports of a lawsuit against Meta, and now, CEO Linda Yaccarino has stressed “everyone’s voice matters” on Twitter. The ex-NBCUniversal advertising chair – who was appointed to the top job back in May and didn’t issue a single tweet during the platform’s ‘rate limit exceeded’-related outage earlier this month – wrote on Thursday: “Whether you’re here to watch history unfold, discover real-time information all over the world, share your opinions, or learn about others – on Twitter you can be real. “You built the Twitter community. And that’s irreplaceable. This is your public square. “We’re often imitated – but the Twitter community can never be duplicated.” Sign up to our free Indy100 weekly newsletter Although the post makes no explicit reference to Threads, it was shared just hours after the rival app landed on Google Play and the App Store, and Yaccarino’s mention of “real-time information” comes as the initial version of Threads’ home feed is non-chronological and instead generated by an algorithm. However, sharing a screenshot of a tweet from Musk in which he claimed a “closed-source, algorithm-only system” means “manipulation” of information is “essentially undetectable”, Instagram head Adam Mosseri clapped back: “If anyone was asking, both Instagram and Facebook have chronological feeds options, so yes, we’re going to bring one to Threads too.” So that’s that, then. And looking at the replies to Yaccarino’s tweet, many aren’t convinced by her argument – not even the blue ticks paying a monthly fee for additional features: Oh, and if all of this wasn’t bizarre enough, there’s talk of a cage fight between Mark Zuckerberg and Elon Musk. Yes, really. No, we can’t believe it either. Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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