Meta set to launch 'Barcelona' - a Twitter competitor

Written by Alex Watt, Senior Social Media Strategist

Ever since Elon Musk controversially took over as CEO of Twitter, many users have been looking for alternatives which can offer them a similar experience, without the baggage and the concerns over weak content moderation. 

This aligns with the wider shift we’re seeing from users to move away the traditional social platforms, as people are falling out of love with centralised networks controlled by individuals or big businesses with certain agendas and looking for apps which put control back into the hands of the users. 

Recently, we’ve seen Mastodon, Hive and Bluesky all pop up as potential challengers for Twitter’s crown as the No 1 reactive, timeline focused social platform. 

However, although these platforms have gained some initial buzz, the staying power simply hasn’t been there from users, primarily because there hasn’t yet been a large enough userbase to engage with. So, it was inevitable that Meta would make its play to enter this space. 

There have been reports since March that Meta has been working on a new, standalone, text-based social network app, and new details have now surfaced about the app, based on secret calls Meta has been having with select creators. 

The information shared by shared by ICYMI’s Lia Haberman on her Substack blog, hints at a potential release in late June - and from this first look at the app, it looks like it could be a contender. 

WHAT IS ‘BARCELONA’? 

‘Barcelona’ is the tentative name for Meta’s new ‘text-based app’, which has also been codenamed ‘Project 92’ or ‘P92’.

The app looks like a hybrid of Twitter and Instagram, with Meta using the tagline: “Instagram for your thoughts”.

Meta are marketing the app as a decentralised platform – ie. One which operates on independently run servers, rather than on a centralised server owned by a business – but given that Meta itself is a powerhouse, it’s not 100% clear yet how this will look in practice.

The app is essentially a simplified version of Twitter, designed to let users (especially “creators and public figures”) create Twitter-like posts on a chat-based timeline.  

HOW WILL THE APP WORK? 

Users will be able to sign in with their Instagram username and password, with followers, handle, bio and verification automatically transferring over from the main app. This is a smart move from Meta, as it will ensure the growth of the channel quickly and a user base that will generate conversation in the channel from the start.

The app will feature a main feed, with users able to make text posts up to 500 characters long with attached links, photos, and videos (which can be up to 5 minutes long), with users able to engage via likes, replies and reposts.

Meta will also apparently have some good moderation controls from the start, “equipping you with settings to control who can reply to you and mention your account” and any accounts users have blocked or hidden words selected on Instagram will apparently carry over. 

The decentralised app is built on the back of Instagram but will be compatible with some other apps like Mastodon, meaning that users on other apps would be able search for, follow and interact with your profile and content. 

COULD IT GAIN SERIOUS TRACTION? 

Meta’s Twitter alternative has all the makings of an app that could prove popular, based on what users are looking for in a Twitter alternative; a decentralised platform, with proper moderation and with enough existing audience reach to justify moving away from Twitter.

While platforms like Mastodon, Hive and BlueSky gained some traction, they are ultimately smaller platforms that don’t offer a proper alternative to users and brands who have built large, existing followings on Twitter – but ‘Barcelona’ would mean users could reach their existing Instagram followers in a new way.

This update would also align with Instagram user trends, as in recent years, more conversation on IG has switched to DMs and away from public posting activity, with the main feed becoming a discovery platform – so this new, separate app is designed to be like a giant group chat that anybody can join, similar to Twitter but with a more Instagram specific vibe.

If the app is released widely, it could make Instagram an even more popular destination than it already is. 

 WHAT ARE THE MARKETING OPPORTUNITIES? 

We’ll be monitoring the app’s rollout closely if and when it happens next month and sharing updates as they become available, but it’s clear that Meta already has the infrastructure and the management tools to monetise an app like this quickly and easily.

There are currently no set plans for monetisation options being shared with creators, so brands and creators will need to focus on organic social strategies initially for the rollout – but that could change quickly upon launch given Meta’s penchant for advertising.

‘Barcelona’ could present great opportunities to reach a different audience demographic than on Twitter via text and media based creative reactive content, with the chance to test building a fresh tone of voice in a new space around topics you know are already popular with your existing Instagram audience.

If this move goes to plan, it would further cement Meta's position as the dominant organisation in a move to offset the growth of TikTok and win back market share.