By Threads, Meta’s response to Twitter, started off strong when it launched but has seen a decline in daily usage.
Meta’s attempt to create its own version of Twitter, called Threads, started off strong but has seen a significant drop in daily usage recently.
Engagement on this social media app has dropped by 79% since its peak in early July, going from 2.3 million active users to 576,000 by August 7th, as reported by Similarweb, a digital intelligence platform.
Not only are users leaving, but major US companies like Wendy’s, Anthropologie, and Rare Beauty have also scaled back their activity on Threads, according to Adweek.
In its initial days, Threads gained a remarkable 5 million user registrations within hours of launching on July 5th. In under a week, it amassed over 100 million sign-ups, making it one of the fastest downloaded apps.
However, the initial excitement seems to have faded. On its busiest day, Threads had less than half the number of users compared to Twitter, which boasts more than 100 million daily active users on average.
Threads was intended to take advantage of Twitter’s turmoil since its acquisition by Elon Musk and challenge it as a go-to platform for text-based social media.
Since Musk took over Twitter in October 2022, there have been extensive layoffs and controversial policy changes that have affected ad revenue. Longtime users have also voiced concerns about platform glitches and a rise in hateful and aggressive language.
In the meantime, public disagreements between Mark Zuckerberg and Musk, including a humorous suggestion of a cage fight, have captured attention. However, Zuckerberg recently stated that it’s time to move past this idea, indicating that Musk didn’t seem genuinely interested in it.
