Instagram's Twitter Killer Threads App Losing Steam Fast: Report
Key Highlights :
Instagram's Twitter competitor Threads is reportedly fast losing steam, with a massive 70 per cent decline from its highest in early July. Despite Meta Founder and CEO Mark Zuckerberg claiming that "10s of millions of people come back daily" on Threads, the number of daily active users on Threads dropped for the second week down to 13 million, according to The Wall Street Journal.
Despite the initial surge in sign-ups, user engagement on Threads has continued to fall, putting pressure on parent Meta Platforms. Sensor Tower data shows that user engagement has fallen 70 per cent as "executives focus on options such as a chronological feed".
Meta executives, however, have said they don't see the falloff as worrisome and have said they are working on additional features to make Threads more competitive in the social media space. These features include a chronological feed, which would make the app more similar to Twitter.
Threads was launched on July 5 for iOS and Android users in 100 countries, and it has already surpassed more than 150 million downloads worldwide. India leads the way with 32 per cent of Threads' downloads, followed by Brazil with 22 per cent, and the US with 16 per cent.
Despite the initial surge in downloads, user engagement on Threads has declined and time spent by users has gone down from 20 minutes to just 10 minutes. This is a sign that Threads still has a long way to go before it can be seen as a viable competitor to Twitter.
In order for Threads to become a serious competitor to Twitter, Meta Platforms will need to introduce more features and provide users with a better experience. This includes making the app more user-friendly and adding features that will make it stand out from other social media apps. Meta Platforms will also need to focus on marketing and advertising to drive more downloads and engagement.
The decline in user engagement on Threads is a reminder that competition in the social media space is fierce and that Meta Platforms will need to work hard to make Threads a success. If they can do this, then Threads could eventually become a viable competitor to Twitter.
