Meta’s Threads: From Skyrocketing Launch to Alarming Decline
In the bustling digital age, where the App Store is flooded with new icons and promises daily, Meta’s latest offering, Threads, was the shining beacon for all those tired of the Twitter drama. However, if recent numbers are anything to go by, this beacon dims faster than anyone could have predicted.
An Exciting Start But a Quick Descent
Everyone was talking about it when Threads burst onto the scene as Meta’s answer to Twitter. Threads became the buzzword in techie circles, coffee shops, and online forums. The numbers backed the buzz too. Data from the trusty digital intelligence group, Similarweb showed that Threads had an impressive 49 million daily users within two days of its launch. But here’s where the plot twists. That vast number took a nosedive, and by August 1, only around 9.6 million users were checking the app daily.
And if you’re thinking, “Well, maybe they’re spending quality time on it?”, think again. The average time users hung around on Threads dropped from 14 minutes in early July to 2.3 minutes by August. David Carr, one of the analytical minds behind these numbers, did drop a silver lining, saying American users were slightly more loyal, sticking around for about 3 minutes.
More Insights from Sensor Tower
Sensor Tower, another big name in market research, echoed Similarweb’s sentiments. Their research pointed to a whopping 82% drop in Threads’ daily active users from its launch in early July to the end of the month. To give you a clearer picture, imagine Threads being the popular hangout spot in July, with 44 million daily visitors.
But as the month ended, only 8 million decided to keep coming back. But, hey, let’s not forget that even Mark Zuckerberg, the big man at Meta, had previously mentioned in a company call that Threads had more people returning daily than he had initially hoped. So, maybe, just maybe, there’s hope on the horizon?
The Glory Days of Threads
During its prime, Threads wasn’t just another app; it was the app—the cool kid on the block. Within a week of its debut, it had over 100 million signups. And even today, it remains one of the favorite downloads for both Android and iOS users. Meta tried to keep the momentum going by adding nifty features that users had been clamoring for, like organizing posts chronologically and translating posts for a global audience.
However, seasoned Twitter users felt something was amiss. Unlike Twitter, Threads missed some basics, like trending topics, a comprehensive search function, and the personal touch of direct messaging.
Why Threads? The Quest for a Better Twitter
The origin story of Threads is pretty simple: People wanted something like Twitter but without all the baggage. And when we say baggage, we mean the controversial decisions and changes that bigwig Elon Musk introduced. Threads promised a kinder, friendlier space.
It aimed to be the cozy neighborhood café in comparison to the bustling, sometimes rowdy, downtown bar that Twitter had become. Instagram’s head honcho, Amad Mosseri, even mentioned how they’ve tried to keep the vibe on Threads light and easy, away from the heavy news and controversial debates that dominate other platforms.
A Walk Down Memory Lane
This isn’t the first time a new platform has promised to be the “next big thing” only to face hurdles. Remember Google+? It came, saw, and tried to conquer social media, aiming to overshadow Facebook. But despite sticking around for nearly eight years, it couldn’t make the mark.
One of the significant issues? It didn’t offer what other platforms did, making it an incomplete experience. Threads must listen to their users to avoid becoming another tech cautionary tale. After all, what most folks want is simple: a space like Twitter without the drama.