What Happened: Just five days after its launch, Meta’s Threads reached the milestone of 100 million users, beating even OpenAI’s ChatGPT to become the fastest app to surpass the 1 million mark.
However, the app, dubbed “Twitter killer,” could not sustain the momentum.
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Within a week after reaching the 100 million users mark, Threads reportedly started noticing a decline in daily active users and app usage time.
According to Similarweb, a data aggregation company specializing in web analytics, the average global time active users engaged with Threads daily was approximately 14 minutes. In the U.S., this duration was notably higher, reaching nearly 21 minutes on July 7.
However, this figure was down to just three minutes a month later.
The report further noted that on July 7, the highest point of Threads usage in the U.S. was recorded at around 2.3 million daily active users. The number has since dwindled to approximately 576,000.
Why It’s Important: While the report emphasized that the aforementioned statistics do not reflect on Threads’ future but only cast doubt on the app’s “overnight success,” it is important to note there have been other social media platforms in the past, which started strong but couldn’t sustain their initial momentum.
All the apps mentioned above were able to attract users’ attention in the beginning, but either they were not able to adapt as other rivals or got surrounded by security and privacy.
Simply put, Threads must make swifter and smarter moves to pick up engagement on the platform to repeat the history of Facebook and Instagram’s success.
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