July 2023: Meta launches Threads and Twitter turns into X

Covers July 2023. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.

This entry is part of our timeline of the search and social changes that have shaped how local businesses win work online, written with hindsight.

What happened in July 2023?

Threads went live on 5 July 2023, letting people sign up quickly with their Instagram account. Separately, Universal Analytics ceased processing data on 1 July. Towards the end of the month, Twitter started its rebrand to X.

Why it mattered for local businesses

UK businesses were left with a scattered set of options for short text posts. Most found that going where their customers already were, and concentrating on fewer platforms, worked better than trying to be everywhere. For a busy plumber, one well run channel beats four neglected ones.

What to do about it now

• Grab your business name early on any new platform, even if you hardly post.
• Judge each platform on engagement and enquiries, not on the hype.
• Reuse your best tips and insights across the channels your customers actually use.

Frequently asked questions

Is Threads worth it for a local business?

It can be if you already have an engaged Instagram following. Test it with repurposed content before putting serious time in.

Did X change for advertisers?

Yes. Verification, policies and ad products all changed, and many advertisers reviewed their spend.

Sources and further reading

• Meta: introducing Threads

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