Pebble Bites the Dust: A Predictable Demise in the Cutthroat World of Social Media

Explore the demise of Pebble, originally branded as “T2”, another X/Twitter “copycat” platform, and delve into the challenges facing new entrants in the competitive social media landscape. We examine the parallels with Mark Zuckerberg’s Threads and discuss the key takeaways from Pebble’s journey, underscoring the need for innovation and user connection in this fast-evolving digital world, inspired by the TechCrunch article by Sarah Perez.



Inspired by the TechCrunch article “Pebble, the Twitter alternative previously known as T2, is shutting down” by Sarah Perez I thought I’d revisit my analysis of X/Twitter versus Threads “Twitter Remains the Unrivaled King of Conversational Social Media”. Let’s skip discussing Mastodon (technically too complex for users) or Truth Social (binary political audience).

In the fast-paced realm of social media, innovation is crucial, but not every new platform is destined for success. The recent shutdown of Pebble, a promising yet short-lived contender in the Twitter-dominated microblogging space, stands as a stark reminder of this brutal reality. While the founders maintain a positive outlook, having gleaned valuable insights from their venture, one can’t help but draw parallels to another platform struggling to find its footing: Mark Zuckerberg’s Threads.

No Surprises Here: Pebble’s Inevitable Downfall

When news broke out about Pebble shutting down, the collective reaction from the tech community was another resounding “no shit, Sherlock.” Despite the enthusiasm and dedication of its founders, Pebble’s demise seemed almost written in the stars, a fate shared by numerous start-ups attempting to go toe-to-toe with industry giants.

“The durability of the network effect of Twitter is stronger than anticipated”

Pebble co-founder and CTO Michael Greer, previously Discord engineering head.

The founders of Pebble have decided not to direct their users to any particular platform, leaving them to find their next digital hangout spot independently. In a lighthearted jest, co-founder Gabor Cselle quipped, “I don’t know. Maybe LinkedIn.” This comment, while humorous, underscores the uncertain future that awaits both the users and the creators of these fledgling platforms, it also speaks volumes about how the Pebble team feel about X/Twitter.

Threads: A Cautionary Tale in the Making?

As we reflect on Pebble’s journey, it’s hard not to cast a speculative eye on Threads, Mark Zuckerberg’s latest venture touted as a formidable competitor to Twitter. However, this so-called competition raises a critical question: Can Threads truly carve out a niche for itself, or is it destined to follow in Pebble’s footsteps?

“We were really seized by people saying they wanted something that felt safer, where they could speak openly without dogpiling”

“And so we were confident that was an important thing to hit. Are there other things that are equally important and a great user experience? Yes.”

“Twitter is you have real people…saying real things”

“At the expense of using a word that’s overused, ‘authentic.’ And our theory was always if you can create a space where people really feel like they can let down their hair, then you would get that authentic content. We didn’t quite get there,”

Pebble co-founder Sarah Oh, Twitter’s former human rights advisor. 

Threads has the distinct advantage of being a frontispiece for Instagram, a social media behemoth with millions of active users. Yet, this backing doesn’t guarantee success. The social media landscape is littered with examples of well-funded platforms that couldn’t quite capture the public’s imagination.

Lessons Learned and the Road Ahead

Despite the setback, the founders of Pebble remain optimistic, reflecting on the invaluable lessons learned during their journey. Cselle emphasized the existence of a dedicated audience craving a fresh take on the Twitter-like platform, highlighting the importance of clear communication regarding content expectations, but noted that the platform didn’t do enough to spark genuine back and forth dialogue.

“There’s a lot of nice things that are said on Pebble, but maybe not enough breaking news. Not enough conversation.”

Pebble CEO Gabor Cselle

Sarah Oh, another co-founder, remarked, “We’re at an inflection point in social media.” Pebble’s journey, albeit short-lived, serves as a crucial case study in understanding the evolving dynamics of social media and the challenges faced by new entrants in this competitive space.

As we bid adieu to Pebble and closely watch Threads’ trajectory, one thing is clear: the social media landscape is in a state of flux, and only those platforms that truly resonate with users and innovate in meaningful ways will stand the test of time. The rest, as history has shown, will become mere footnotes in the ever-evolving narrative of social media.


In conclusion, the closure of Pebble underscores the significant challenges faced by new entrants in the social media landscape, particularly when competing against well-established platforms like Twitter. Twitter’s substantial user base, wealth of conversation and content, years of experience, extensive data, and strong financial backing—especially following Elon Musk’s buyout—provide it with a robust foundation that is hard for emerging platforms to rival.

On the other hand, Threads, while backed by the popularity of Instagram, currently serves more as an extension of the photo-sharing platform rather than a standalone conversational social media site. Instagram’s primary function has been about image sharing, and it lacks the conversational depth that platforms like Twitter offer. This has resulted in users quickly losing interest in Threads, as it doesn’t provide the engaging, discourse-driven experience they seek.

The journey of Pebble, although brief, highlights the importance of clear communication with users and the need to offer unique and compelling features that differentiate a platform in a crowded market. As the social media landscape continues to evolve, success will likely depend on a platform’s ability to not only understand and connect with its user base but also to offer an experience that stands out from the competition.