Threads and Twitter Cage Match: AWS is the silent winner

Threads and Twitter Cage Match: AWS is the silent winner

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In the world of short-form text-based social media engagements, a cage match between tech giants Elon Musk and Mark Zuckerberg seemed like a mere joke. Little did we expect that the battle would escalate into the realm of actual fights, not in the ring but in the form of competing platforms. In this article, we explore the role of Amazon Web Services (AWS) as a silent winner in this unfolding drama, acting as a key cloud infrastructure partner for both Meta’s Threads and Twitter.

Threads – A New Player in the Arena

Meta’s new Threads platform has made a splash in the social media landscape since it was launched just yesterday on 6th July 2023. Positioned as a friendly rival to Twitter, Threads offers users the ability to post up to 500 characters, share links, photos, and videos, and interact with a feed of posts from people they follow. With a focus on public conversations and a vision to expand Instagram’s strengths into the text-based realm, Threads has quickly gained attention.

With Threads, Meta aims to tap into the demand for concise and engaging content. By allowing users to post up to 500 characters, Threads strikes a balance between brevity and expressiveness. The platform’s similarity to Twitter in terms of features and character limit may attract users who are dissatisfied with recent changes on the Twitter platform. With its user-friendly interface and familiar functionalities, Threads has the potential to become a much-needed competitor to Twitter.

Facebook, Twitter, and their AWS Connection

While Threads is a standalone platform, it is important to note that Meta, formerly known as Facebook, and Twitter have existing ties to AWS. Facebook, with its suite of platforms including Facebook, Instagram, WhatsApp, and Oculus, primarily relies on its own data centers but also utilizes AWS for specific purposes. This collaboration allows Facebook to leverage AWS’s robust infrastructure, particularly in scenarios where additional computing power or storage capacity is required.

Facebook’s relationship with AWS extends beyond infrastructure support. The social media giant also collaborates with AWS on various initiatives and technologies. For example, Facebook’s AI Research lab, known for its advancements in machine learning and artificial intelligence, developed PyTorch, an open-source programming library widely used for deep learning applications. AWS, recognizing the value and potential of PyTorch, works closely with Facebook to optimize its performance on AWS’s cloud infrastructure. This collaboration benefits developers and data scientists by making it easier to build, train, and deploy complex deep learning models on AWS. So it can be logically considered that quite a few Threads workloads would be hosted in AWS too just like how Instagram did when it initially started.

Similarly, Twitter has a strategic partnership with AWS, utilizing its compute services for artificial intelligence research and development. Twitter, being a real-time social media platform, deals with vast amounts of data generated by millions of users, including tweets, user interactions, and trending topics. AWS’s scalable and flexible infrastructure empowers Twitter to handle this immense volume of data, ensuring smooth and uninterrupted user experiences. Additionally, AWS provides advanced AI and machine learning capabilities that enable Twitter to implement features such as sentiment analysis, content moderation, and personalized recommendations.

The partnership between Twitter and AWS extends beyond infrastructure and AI support. Twitter leverages AWS’s extensive global infrastructure to ensure reliable and low-latency delivery of tweets and user interactions to users across the globe. This collaboration allows Twitter to focus on its core competencies of fostering public conversations and providing a real-time platform for news, discussions, and cultural trends.

By leveraging AWS’s expertise in cloud infrastructure and AI technologies, both Facebook and Twitter can focus on delivering innovative and engaging experiences to their users. AWS acts as a strategic partner, enabling these platforms to scale efficiently, handle high user loads, and drive advancements in AI research and development. The collaboration between these tech giants and AWS highlights the critical role that cloud infrastructure plays in supporting the operations and growth of social media platforms in today’s digital landscape.

AWS: The Silent Winner in the Cage Match

In the face-off between Threads and Twitter, AWS emerges as a silent winner. As a key cloud infrastructure partner for both platforms, AWS plays a crucial role in supporting their operations. Despite the risks of cloud repatriation, where companies move away from cloud services to self-managed data centers, the partnership with AWS offers reliability, scalability, and security in the cloud. AWS enables both Threads and Twitter to focus on their core functionalities while leveraging AWS’s robust infrastructure.

Of course, this new rivalry, which has devolved to verbal sparring at the moment, brings good financila news for AWS. The increase in workloads at both Meta & Twitter will improve AWS’s cloud revenue from both these partners.

The extensive network of AWS data centers across the globe ensures that Threads and Twitter can deliver their services seamlessly to users worldwide. AWS’s expertise in managing massive amounts of data and providing cutting-edge technologies such as machine learning and natural language processing allows both platforms to unlock new possibilities. By offloading their infrastructure needs to AWS, Threads and Twitter can concentrate on innovating and improving their offerings, providing users with engaging and immersive social media experiences.

Conclusion: AWS as the Enabler of Platform Success

As the battle between Threads and Twitter intensifies, AWS remains steadfast in its mission to be an enabler of platform use cases and a democratizer of technology. The partnership between AWS and both Meta and Twitter highlights the importance of cloud infrastructure in today’s digital landscape. Despite the challenges posed by cloud repatriation and the occasional financial disputes, AWS continues to provide the necessary foundation for platforms to succeed. As the cage match unfolds, AWS quietly ensures that the technology behind the scenes is solid, enabling both Threads and Twitter to thrive.

In the fast-paced world of social media platforms, AWS proves to be a reliable and essential partner, offering the infrastructure and capabilities necessary to support innovation, research and development, and collaborations. As the battle between Threads and Twitter captivates users, AWS remains a silent winner, empowering platforms to focus on delivering engaging experiences to their users. Through its cloud infrastructure, AWS reinforces its commitment to being the backbone of digital transformations, propelling platforms like Threads and Twitter forward in the competitive social media landscape.

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Vincen works closely with AWS partners, driving strategic growth and process optimization within their business functions, from Product to Go-to-Market. He worked on many consulting projects in Sydney, Mumbai, Melbourne and London, providing solutions to executives and directors at technology and digital businesses. Using structured problem-solving and data-driven analytical skills to identify business drivers is what he does best.


How to Find Balance as an AWS Startup Founder in a Hectic SaaS industry

It is important to find ways to relax & manage the stressful environment a SaaS startup founder or leader find themselves in.

Discover effective strategies for coping with stress in the tech industry, specifically tailored for SaaS startup leaders and employees. Learn how to find balance and joy in a hectic world while navigating the unique challenges of the AWS ecosystem. Prioritize self-care, set realistic goals, establish boundaries, and embrace the support of the wider community to build wellbeing. Find resilience, reduce stress, and foster long-term success in your startup journey.

Today, as we kick off World Wellbeing Week, I want to highlight the importance of finding simple and fun elements in the lives of SaaS startup leaders and employees within the AWS ecosystem that bring them laughter, joy, and wellness. For me, that source of happiness is my dog, Cody. Beyond the muddy floors and sleepless nights, having a dog has immense benefits for our physical and mental health, especially for those working in the SaaS startup space.

Research has shown that dogs have a calming effect on humans, helping SaaS startup leaders and employees handle stress more effectively. Studies indicate that dog owners experience lower cardiovascular reactivity during stressful situations, resulting in reduced heart rate and blood pressure. This effect not only helps dampen the impact of stress on their bodies but also contributes to fewer visits to the doctor, saving the UK health sector an estimated £2.45bn annually. So, even in the fast-paced world of SaaS startups within the AWS ecosystem, having a furry companion can remind us of the simple joys and improve our overall well-being.

Reducing Stress in the SaaS Startup Industry within the AWS Ecosystem

SaaS startup leaders and employees within the AWS ecosystem face a unique set of stressors that can intensify the already demanding nature of the tech industry. The challenges of securing funding, meeting work deadlines, and delivering exceptional customer experiences can create immense pressure and take a toll on mental well-being. It’s important for leaders and employees to recognize that self-care and stress reduction are crucial for long-term success and happiness.

SaaS startup founders and employees are known for their dedication and hard work, often putting in long hours and sacrificing personal time for the sake of their companies. While this level of commitment is commendable, it’s essential to strike a balance and avoid burnout. Remember that taking care of your well-being is not only beneficial for you but also for the overall success of your startup.

There are effective strategies to cope with and reduce stress levels. Here are some actionable tips that you as a startup leader can implement for yourself and your workplace:

  1. Create a balanced schedule: Make sure your daily routine includes breaks, relaxation, and non-work activities. Allowing yourself time for hobbies, exercise, or spending time with loved ones can have a profound positive impact on your well-being.
  2. Set realistic goals: Establish clear and attainable goals for yourself and your team. Unrealistic expectations can lead to increased stress and burnout. Breaking down larger tasks into smaller, achievable goals can help manage workloads effectively.
  3. Prioritize exercise: Incorporate regular exercise into your daily routine, whether it’s a walk during your lunch break or quick workouts throughout the day. Physical activity helps release tension, improves mood, and enhances overall well-being.
  4. Establish healthy boundaries: Set boundaries for work-related communication outside of work hours. It’s important to disconnect and recharge during your personal time. Respecting your own boundaries and those of your colleagues fosters a healthier work-life balance.
  5. Develop coping plans: Anticipate stressful situations and challenges by creating coping plans in advance. Having strategies in place to deal with stressors can help you navigate difficult situations more effectively.
  6. Organize and prioritize: Keep your workspace organized and prioritize tasks based on importance and urgency. Having a clear plan and structure for your work can reduce feelings of overwhelm and increase productivity.

Embracing “Me Time” and Enjoyment at your SaaS startup

In addition to the initiatives mentioned above, it’s crucial to carve out time for yourself and engage in activities you truly enjoy. Many SaaS startup leaders and employees in the AWS ecosystem work long hours, often neglecting their personal interests and social lives. Taking breaks to socialize, relax, or participate in hobbies is essential for maintaining a healthy work-life balance.

My advice this week is to set aside a couple of evenings to meet with friends or plan a BBQ over the weekend. At VeUP, we recognize the significance of downtime and relaxation, and our team will be gathering regularly in London to unwind and enjoy each other’s company. Remember, switching off and enjoying the present moment is key to reducing stress and finding happiness.

Scale your Wellbeing as you scale your SaaS

To all SaaS startup leaders and employees, I urge you to prioritize self-care, set boundaries, and seek support when needed. Embracing the joys of life, whether through the companionship of a furry friend or spending quality time with loved ones, can have a profound impact on your mental and physical health. Remember that a healthy and balanced approach to work and life not only enhances your own well-being but also contributes to the long-term success of your startup.

In addition to implementing the strategies discussed in this article, seeking support from the wider SaaS startup community is essential. VeUP is fostering a vibrant community called WeUP, bringing together AWS technical experts, GTM thought leaders, startup founders, and SaaS business leaders. By relying on this supportive community, you can find guidance, share experiences, and learn from one another’s journeys, further enhancing your well-being.

Take the time to destress, rejuvenate, and enjoy the journey. Your well-being matters, and finding balance in the midst of the startup chaos is essential for sustained growth and happiness. By prioritizing self-care, utilizing the strategies outlined in this article, and leveraging the power of the AWS community, you can navigate the challenges of the tech industry, support one another, and build a culture of well-being.


Senna Baillie

Director of Community

Why & How AWS is democratizing SaaS Gen AI

Discover how AWS empowers SaaS startups with Generative AI capabilities, unlocking the potential of AI to revolutionize businesses everywhere.

Discover how AWS empowers SaaS startups with Generative AI capabilities. Unlock the potential of AI to revolutionize your business. Learn about the value, functions, and automation driving growth in the AWS ecosystem. Maximize productivity and stay ahead in the competitive world of SaaS with AWS.


In the world of fictional superheroes, Tony Stark, also known as Iron Man, stands out as a genius inventor and visionary. But even the brilliant Stark needed assistance to enhance his capabilities and deliver exceptional results. Enter Jarvis, his trusty AI companion. Jarvis not only added a touch of humor to Stark’s life but also elevated his professional prowess. With Jarvis by his side, Stark could focus on what he did best: pushing the boundaries of technology and making groundbreaking discoveries. Jarvis exemplified how AI could augment smart professionals to work even smarter. I am going something similar with my regular use of AI tools such as ChatGPT & MidJourney. While I’m certainly not claiming to be Iron Man, the concept of AI empowering me to work smarter holds true for any professional in the real world as well.

Just like Jarvis transformed Stark’s abilities, Generative AI is revolutionizing how professionals across industries approach their work. It leverages the capabilities of AI to generate high-quality data, such as text, images, music, and more, leading to new customer experiences and heightened productivity. AWS, although a latecomer to the AI game, is empowering Software-as-a-Service (SaaS) startups to leverage the power of generative AI. By offering a range of tools and a partner program, AWS enables SaaS startups to reimagine their applications, create exceptional customer experiences, and achieve unprecedented levels of productivity.

In this article, we will explore why AWS is focusing on Generative AI and how AWS is equipping SaaS startups with the generative AI capabilities needed to enable transformation.

5 Reasons why AWS is focusing on Generative AI

1. The Value Potential of Generative AI

Generative AI has the potential to create a staggering $4.4 trillion in value across various industries. In the high-tech sector, it is projected to contribute $460 billion, with software engineering playing a crucial role. These estimations emphasize the enormous opportunities that generative AI presents for SaaS startups, enabling them to gain a competitive edge and thrive in their respective domains.

2. Key Functions Driving Value

Four key business functions account for approximately 75% of the total annual value derived from AI: customer operations, marketing and sales, software engineering, and research and development. Generative AI has the potential to transform these functions and revolutionize how startups operate. By leveraging AWS’s generative AI capabilities, SaaS startups can optimize customer operations, enhance marketing and sales efforts, streamline software engineering processes, and foster innovation in research and development. This comprehensive approach enables startups to unlock value across multiple fronts, driving growth and success.

3. Accelerating AI Performance

The progress of AI is advancing at an astounding pace, aiming to achieve human-level performance. Previously estimated to match median human performance by 2027, AI’s natural language understanding is now projected to reach that milestone as early as 2023, according to McKinsey’s analysis. This acceleration indicates that generative AI is evolving rapidly, allowing SaaS startups to harness advanced AI capabilities sooner than anticipated. By leveraging AWS’s generative AI tools and resources, startups can stay at the forefront of AI innovation and leverage cutting-edge technologies to their advantage.

4. Increasing Automation

Automation plays a vital role in driving productivity growth, and generative AI is a significant contributor to this trend. McKinsey estimates that integrating existing technologies could automate 60-70% of work activities, up from 50% previously. This steep increase in automation potential is fueled by the advancements in generative AI’s natural language capabilities. By leveraging generative AI tools, SaaS startups can automate repetitive tasks, streamline operations, and improve overall efficiency. This empowers startups to optimize resource allocation, focus on higher-value activities, and achieve greater productivity gains.

5. Compensating for Economic Slowdown

In recent years, global economic growth has been slower compared to previous decades. However, generative AI offers a pathway to accelerate productivity growth and offset declining employment growth. By automating individual work activities, SaaS startups can leverage AWS’s generative AI capabilities to enhance operational efficiency, reduce costs, and drive sustainable growth, even in challenging economic conditions. This capability allows startups to remain agile and resilient, adapting to market dynamics while maintaining a competitive edge.

4 Ways in Which AWS Enables Generative AI SaaS

Despite joining the AI race later than some competitors, AWS is making significant strides in democratizing Generative AI, which is different from the ‘One Tool To Rule Them All’ approach followed by OpenAI-Microsoft & Google.

1. AWS providing foundational models to build generative AI

AWS is deeply committed to empowering SaaS startups with access to foundational models. Amazon Bedrock offers a fully managed service that simplifies the utilization of foundation models (FMs) from top AI startups and Amazon itself. Recognizing that no single model can fulfill all requirements, Amazon Bedrock enables AWS customers to choose from a diverse selection of FMs from leading providers, ensuring they have the flexibility and freedom to select the best models tailored to their specific needs.

Collaborating with top AI startup model providers like AI21, Anthropic, and Stability AI, as well as leveraging the exclusive AWS Titan family of foundation models Bedrock offers opportunities for customization and optimization through API that gives access to the diverse range of models.

Also through initiatives like Amazon SageMaker JumpStart, businesses can easily embrace pre-trained opensource foundational models or train their own machine learning tools using AWS’ cloud architecture.

This flexibility empowers startups and enterprises to harness the full potential of Generative AI without significant barriers to entry. AWS has also partnered with trusted platforms like Hugging Face to provide access to reliable and transparent open models, further promoting the democratization of AI.

2. AWS’s Programmatic Commitment to Generative AI Startups

Through other programs like the AWS Generative AI Accelerator program, AWS selects and supports startups that leverage generative AI to drive value and gain a competitive advantage over larger competitors. Startups in the program receive mentoring, technical guidance, and access to AWS credits to accelerate their development and deployment of generative AI solutions. This commitment highlights AWS’s dedication to nurturing the growth of SaaS startups in the generative AI landscape.

3. AWS Traditional Services Providing Groundwork Support for GenAI

One of the key advantages of AWS for SaaS startups is its ability to provide scalable and flexible infrastructure. Generative AI applications often require significant computing power and storage resources. AWS’s cloud infrastructure, including services like Amazon EC2 and Amazon S3, enables startups to scale their generative AI applications on-demand, ensuring they can handle increased workloads and deliver consistent performance to their customers. This scalability and flexibility allow startups to focus on innovation without worrying about infrastructure constraints.

Security and data privacy are also paramount concerns for Gen AI startups. AWS addresses these concerns by ensuring that all data remains encrypted and within the startup’s Amazon Virtual Private Cloud (Amazon VPC). This means that startups can trust their data to remain private and confidential while customizing Foundational Models to suit their specific needs. By requiring only a few labeled examples for customization, AWS enables startups to tailor generative AI models to their unique use cases.

4. Access to Complementary Advanced Tools and Services

AWS offers a wide range of advanced AI tools and services that enable SaaS startups to harness the full potential of generative AI. Services like Amazon Rekognition for image and video analysis, Amazon Comprehend for natural language processing, and Amazon Polly for text-to-speech conversion empower startups to incorporate AI-driven capabilities into their applications seamlessly.

Furthermore, AWS provides pre-trained AI models, such as Amazon SageMaker, which simplifies the development and deployment of generative AI models. This accessibility to cutting-edge AI tools empowers startups to deliver sophisticated and personalized experiences to their customers.

Finally, Amazon CodeWhisperer, an AI coding companion, assists developers in building applications faster and more securely. By generating code snippets, comments, and documentation based on natural language inputs, CodeWhisperer boosts the efficiency and accuracy of software development tasks.


Just as Jarvis amplified Tony Stark’s abilities, AI, particularly Generative AI, is amplifying the capabilities of smart professionals. AWS, through its commitment to democratizing AI, is making this power accessible to startups and businesses worldwide. The combination of advanced AI models, user-friendly tools, and a comprehensive infrastructure is revolutionizing industries and driving innovation. As the AI landscape continues to evolve, AWS remains at the forefront, enabling professionals to work smarter and unlock the transformative potential of Generative AI.

In a world where AI is no longer limited to the realm of fiction, the opportunity to embrace Generative AI is within reach. With AWS as a partner, professionals can harness the power of AI, propel their businesses forward, and embrace a future where human intelligence is amplified by the capabilities of artificial intelligence. So, while I may not be Iron Man, I can certainly appreciate how AI, like Jarvis, helps us become better versions of ourselves in our professional endeavors.

The transformative potential of generative AI and AWS’s commitment to empowering SaaS startups are reshaping the way technology is impacting the way we do work. If you are hungry for more thought-provoking resources on cutting-edge technologies, visit our website and dive into a wealth of insightful content that explores the possibilities and implications of SaaS innovation. Additionally, if you’re seeking expert guidance on implementing AWS SaaS operations best practices and maximizing the value of your partnership with AWS, VeUP is here to help. Our team of experienced advisors specializes in enabling startups and businesses to leverage AWS technologies effectively, ensuring they stay ahead in the dynamic world of SaaS and generative AI. Explore the possibilities, unlock your potential, and embark on a journey of innovation and growth with VeUP.


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Vincen is a Senior Consultant at VeUP where he works closely with AWS partners, driving strategic growth and process optimization within their business functions, from Product to Go-to-Market. He worked on many consulting projects in Sydney, Mumbai, Melbourne and London, providing solutions to executives and directors at technology and digital businesses. Using structured problem-solving and data-driven analytical skills to identify business drivers is what he does best.

VINCEN ARIVANNOOR, Marketing Strategy Manager