Mark Zuckerberg’s Meta launched its latest social media app Threads to fantastic hype, topping all the charts and clocking over 100 million sign-ups in a matter of days.
Despite the initial surge, the platform – banked as a ‘Twitter killer’ – has failed to hold on to its users, recording a massive decline in the number of active users.
According to website traffic analyser SimilarWeb, Threads enjoyed peak usage on July 7 – two days after its global release – with 49 million users. However, that figure dropped significantly one week later, with only 23.6 million people using the platform on July 14.
The highest engagement came from the United States, where the usage timing on Android phones has dropped from 21 minutes per day to just over 6 minutes in that same time period.
The finding has been concurred by a report from market intelligence firm SensorTower, whose report said, “Threads has experienced a double-digit decline in DAUs [daily active users] and user engagement since launch.”
Despite this apparent setback, Meta CEO Mark Zuckerberg says that he ‘optimistic’ about the future of the Threads platform, especially as ‘tens of millions of people’ use that app daily.
Post by @zuckView on Threads
Zuckerberg posted a message on his Threads profile that read, “I’m very optimistic about how the Threads community is coming together. Early growth was off the charts, but more importantly 10s of millions of people now come back daily. That’s way ahead of what we expected. The focus for the rest of the year is improving the basics and retention. It’ll take time to stabilize, but once we nail that then we’ll focus on growing the community. We’ve run this playbook many times (FB, IG, Stories, Reels, etc) and I’m confident Threads is on a good path too.”
Post by @mosseriView on Threads
A similar message was posted by Instagram head Adam Mosseri, who posted on Threads, “We’re on day eight of Threads, and growth, retention, and engagement are all way ahead of where I expected us to be at this point. But what I’m most excited about is the quality of the creator community that has shown up.
“Our focus right now is not engagement, which has been amazing, but getting past the initial peak and trough we see with every new product, and building new features, dialing in performance, and improving ranking.”
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