Meta’s latest social media app, Threads, made a splashy entrance, drawing in a whopping 100 million downloads in its first five days. However, the initial excitement has gives way to a concerning trend: the app’s daily active user numbers are plummeting. According to analytics firm SimilarWeb, the app’s peak daily active user count on Android reached 49 million on July 7, only to decline dramatically to 23.6 million by July 14. This significant drop is mirrored in usage patterns, with users in the US spending an average of 21 minutes engaging with the app on July 7, but only six minutes on July 14.
The struggles of Threads are further reflected in web traffic data. Twitter’s traffic, which initially declined by 5% during Threads’ first two full days of availability, remains 11% lower year-over-year. This trend suggests that even the existing user base of Twitter is not migrating en masse to Threads. The app’s difficulty in retaining users is not entirely unexpected, given the immense challenge of supplanting Twitter as the preeminent social media platform. As SimilarWeb astutely observes, “In the race to replace Twitter, Threads is off to a strong start but still has a long way to go towards winning the enduring loyalty of those who partake in a social network dominated by text posts and linked articles.”
It is worth noting that replacing Twitter would require Threads to replicate the platform’s popular features, user base, and cultural relevance. Twitter’s enduring success can be attributed to its ability to host real-time discussions, live events, and celebrity interactions, which has become an integral part of many users’ daily social media routines. Threads, on the other hand, has yet to establish a similar sense of community and relevance.
Meta’s Attempts to Succeed with New Social Media Platform Fizzle
Furthermore, Threads’ decline in user engagement and traffic is likely attributable to its failure to differentiate itself from other social media platforms. In an increasingly crowded and competitive market, threads lacks a unique selling proposition that would set it apart from existing apps. The app’s relaunch as a Twitter-like platform with a focus on short-form content and direct messaging may have piqued initial interest, but it has failed to provide a compelling reason for users to stick around.
Meta’s efforts to launch a successful social media platform with Threads have thus far been met with disappointment. Despite its auspicious start, the app has struggled to maintain user interest and engagement. To regain momentum, Threads will need to re-evaluate its strategy and focus on building a distinct identity that resonates with users. Until then, the app’s prospects remain uncertain in a social media terrain dominated by established players like Twitter, Facebook, and Instagram.
