Facebook recently launched Threads, a new social media platform similar to Twitter, which opened with high engagement and user growth. However, the new “Twitter Killer” has seen a significant drop in user engagement following the strong debut. According to recent data, analysts have calculated a 25 percent drop in daily users and a 50 percent decline in time spent on the app.
Threads saw a record-breaking opening seeing 100 million signups in just five days. The user growth was so strong in this period that it “broke the internet” by stalling the data models predicting the app installs. However, as managing director at Sensor Tower Anthony Bartolacci pointed out, the activity on the app has significantly pulled back in recent days.
“These early returns signal that despite the hoopla during its launch, it will still be an uphill climb for Threads to carve out space in most users’ social network routine,” Bartolacci noted. “The backing of Meta and the integration with Instagram likely gives Threads a much higher flood than other services, but it will need a more compelling value proposition than simply ‘Twitter, but without Elon Musk.’”
Twitter account DogeDesigner tweeted a graph of the declining interest in the new Meta app, stating the new “Twitter Killer is dying already.” Elon Musk replied to the tweet with a saluting emoji, subtly commenting on the declining status of Threads.
"Twitter Killer" is dying already. 🪦
Twitter vs Meta's New App (Google Trends) pic.twitter.com/nBy0luFbOI
— DogeDesigner (@cb_doge) July 13, 2023
Loyal Twitter users in the comments section of DogeDesigner’s post share their sentiments on Threads. One user said, “Free speech is waaay more fun… Exchange of ideas and viewpoints, freely, is the American way Americans know the difference between free speech, and ‘One side, only, allowed’ speech…” Many users commented that it was inevitable the app would fail to take on Twitter’s prowess.
Another person highlighted the prevalent sentiment from conservative social media users that they desire a free-speech platform more than anything. “I came specifically to Twitter to view free speech content. Hoping for all kinds of input from diverse voices. I love to hear from people who have novel and different opinions from mine own. Does not frighten or trigger me in the least,” they said.
However, the declining engagement is not totally surprising as many apps see an initial surge in interest that tapers off as users determine whether it is something they will consistently use. Based on the data, it seems like a substantial number of users didn’t take an interest in what Threads had to offer.
Despite the decreasing growth and engagement Meta remains optimistic about Thread’s prospects. According to a Meta spokesperson, “While it’s early days, we’re excited about the initial success of Threads, which has surpassed our expectations. We launched the app just over a week ago, and our focus now is on ensuring stable performance, delivering new features and continuing to improve the experience in the coming months.”
Meta has noted that it doesn’t seek to be a direct comparison to Twitter, as Threads won’t focus on sensationalized news or politics. Although it is early in the app’s life, it is to-be-seen if Threads can overtake Twitter in popularity.
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