Threads, the highly anticipated social network launched by Meta CEO Mark Zuckerberg, has suffered a stunning collapse in popularity. Despite a promising start with over 100 million sign-ups in its first weekend, the app has seen a rapid decline in active users, with the numbers dwindling by half.
The initial excitement surrounding Threads was palpable. Zuckerberg himself expressed his astonishment at the app’s success, stating, “Can’t believe it’s only been five days!” However, this premature celebration seems to have been misplaced as recent data from SensorTower and SimilarWeb paints a bleak picture for the fledgling social network.
The latest figures from SimilarWeb indicate that the exodus of users has intensified. Within a single week, daily active users on Threads plummeted from 49 million to a mere 23.6 million. Even more alarming is the sharp decline in user engagement. The average time spent on the app in the United States, which peaked at approximately 21 minutes on July 7, dropped to a meager six minutes by last Friday.
SimilarWeb, in its analysis of Threads, highlighted a lack of essential features that would entice users to switch from established platforms like Twitter. This deficiency, coupled with allegations of censorship dominating the Threads experience, has likely contributed to the app’s downfall.
Threads Usage Drops By Half From Initial Surge
At this rate it will need a bailout from the CIAhttps://t.co/BYHzedMijl
— zerohedge (@zerohedge) July 19, 2023
Threads had initially posed a significant threat to Twitter, capturing a substantial portion of its market share. The hype surrounding the app was largely fueled by corporate media outlets, including The New York Times, NPR News, and CBS News, which referred to Threads as a potential “Twitter killer” and generated substantial interest among users.
It is interesting to note the concerted efforts of legacy media to criticize Elon Musk’s free-speech Twitter in parallel with the promotion of Threads. However, despite this media attention and initial traction, Threads has proven to be a better venture for Zuckerberg than his ill-fated virtual reality (VR) endeavors.
While Threads may have suffered a rapid decline, it remains to be seen whether Meta can salvage the platform and win back users. With competition fierce in the social media landscape, it is crucial for any new entrant to offer compelling features and foster an environment that respects user freedom of expression. As the Threads saga continues to unfold, only time will tell if it can reclaim its former glory or if it will become yet another cautionary tale in the world of social networking.
