NICKIE LOUISE FROM TECH STARTUPS
Last week, we were all abuzz about Threads, the supposed Meta ‘Twitter app killer’ which some believed would send Elon Musk’s social platform to the grave. And boy, did it make an entrance! Within just a week of its launch, Threads managed to reel in an impressive 100 million sign-ups, setting a record for Meta.
However, the excitement was short-lived, as the initial boost didn’t sustain its momentum. Just a week after its red-hot debut, Threads experienced a sharp decline in user engagement. It’s a tale of highs and lows for the new app, leaving many wondering what might have caused such a swift turnaround.
Data provided by the two tracking firms SensorTower and SimilarWeb reveal a substantial decline in daily active users and time spent on the app following its launch last week. Specifically, on Tuesday and Wednesday, the platform experienced a decrease of approximately 20% in daily active users compared to Saturday. Additionally, the average time spent by users on the app plummeted by 50%, dropping from 20 minutes to just 10 minutes. These figures indicate a significant pullback in user activity and demonstrate a decline in the app’s overall appeal. But that was last week.
New reports from the tracking firms confirmed that Thread has now lost more than half of its daily active users. And when you thought things couldn’t get any worse, the firms also found that Thread’s total daily minutes collapsed from 21 minutes to just six minutes.
According to recent data from SimilarWeb, the exodus of users from the app has taken a turn for the worse. As of last Friday, the number of daily active users on the app plummeted from 49 million to 23.6 million in just a week, reflecting a significant drop in user activity.
What’s even more telling is the usage pattern in the US, where engagement peaked on July 7, with users spending around 21 minutes on the app. However, by the following Friday, that number had drastically decreased to a mere six minutes.
The data paints a concerning picture, indicating a sharp decline in user interest and engagement. Whatever the reasons behind this sudden shift, it’s evident that the app is facing serious challenges in retaining its user base.
However, the sudden collapse of Threads shouldn’t come as a surprise to anyone who has been following the development. For example, much of the attention and hype Threads has received has been coming mostly from corporate media outlets.
The New York Times, for example, published an article titled “Threads, Instagram’s ‘Twitter Killer,’ Has Arrived,” contributing to the buzz surrounding the app. Similarly, NPR News, which is federally funded, questioned whether Threads could truly be a “Twitter killer” in an article of its own, titled “Is Threads really a ‘Twitter killer’? Here’s what we know so far.”
Even CBS News joined in on the hype, offering readers a chance to get ahead with a headline that read, “Meta’s ‘Twitter killer’ app Threads is here – and you can get a cheat code to download it.”
With such media coverage and enticing titles, it’s no wonder Threads quickly captured the curiosity of the public. The spotlight was on the app, and people were eager to see if it could truly live up to its reputation as a potential challenger to the mighty Twitter.
Lastly, it’s important to remember that Threads is still in its early stages, and it’s natural for the initial surge of sign-ups to taper off as users navigate and explore the new platform. However, if history is any guide, Threads may probably go in the way of Reels or the disastrous metaverse bet that led the company to lose billions in market capitalization.
