In a scene unfamiliar with the world of technology and social media platforms, the “Threads” application for short blogging jumped in a short period of time, achieving unparalleled success, and then jumped back again, losing its luster in another short period.
And after it shone since its launch on the sixth of July, with the number of subscribers to “Threads” reaching 100 million people in just 5 days, this glow began to extinguish a few days after its launch, with the reluctance of millions of users from the application launched by the “Meta” company, and many thought that it would become one of the alternatives to “Twitter”.
Significant decrease in reactivity
Data from several interaction monitoring sites – including Similarweb – revealed a 20% drop in daily active users and a 50% drop in the time users spend on the app.
A similar site reported a 25% drop in daily active users and a more than 50% drop in app usage time.
This change in user behavior underscores the difficulties new platforms face in retaining interest once curiosity about them has run its course in the early days, and Threads faces a difficult journey to establish itself as an integral part of users’ social media habits.
Threads has followed the path of many platforms that garnered huge interest when they launched, but interest quickly plummeted to lower levels, highlighting the challenge of retaining users in the fast-paced world of social media.
Many of the stats mentioned are based on Android usage, which is somewhat easier to track than iOS users.
Threads Twitter Reuters
Bushra for Twitter
In a post titled “Threads”, Instagram CEO Adam Mosseri said that Meta is not focusing specifically on engagement metrics at this point with the Threads platform, writing: “Our focus now is not on engagement, which is important of course, but our focus now is on overcoming the initial hurdles we see with each new product, building new features, and improving performance.”
And while the decline in engagement with Threads may sound like good news for Twitter, the company still has plenty of reason to worry about its newest competitor.
And expert David Carr wrote on SameWeb that there are “some signs” that at least some of Threads’ interactions have come on the Twitter account.