UNITED STATES: Instagram’s venture into the realm of Twitter competition, Threads, appears to be facing significant challenges as it experiences a staggering 70% decline in daily active users since its peak in early July.
Despite Meta Founder and CEO Mark Zuckerberg’s assertion that “10s of millions of people come back daily” on Threads, recent reports from The Wall Street Journal suggest otherwise, indicating a concerning drop in user engagement on the platform.
According to data from Sensor Tower, Threads’ daily active users have dwindled to just 13 million, a significant decrease from its highest point on July 7. In contrast, Twitter boasts approximately 200 million daily active users, highlighting the stark difference in popularity between the two platforms.
Executives at Meta Platforms, Threads’ parent company, have claimed that the decline in user engagement is not a cause for alarm. They remain optimistic about the platform’s future and are actively exploring options, such as implementing a chronological feed, to improve the user experience.
Launched by Meta on July 5 for iOS and Android users in 100 countries, Threads initially garnered attention and achieved 150 million user sign-ups within a short span.
However, user engagement has seen a sharp decline, with users now spending only 10 minutes on the app, down 50% from the initial 20-minute average.
While Threads may still be considered a newcomer in the social media space, it faces stiff competition from established platforms like Twitter. To bolster its chances of success, the platform requires several Twitter-like features to attract and retain users in the highly competitive social media landscape.
Despite the decline in user engagement, Threads has maintained its position as one of the top free apps on the App Store, a testament to its initial popularity. However, the road ahead remains challenging as the platform seeks to win back users and compete effectively against established rivals.
Data from Data.ai revealed that Threads has found the most substantial user presence in specific markets, with India leading the way, accounting for approximately 32% of its downloads. Following closely behind are Brazil, contributing around 22% of installations, and the United States, representing nearly 16% of the total.
Threads’ journey to becoming a formidable competitor in the social media landscape is far from over. As Meta executives work on implementing additional features and refining the user experience, the platform’s future remains uncertain.
The success of Threads hinges on its ability to address user concerns, regain engagement, and carve out a distinct identity in a market dominated by established players.
Only time will tell whether Threads can rise to the challenge and solidify its position as a worthy contender in the dynamic world of social media.
As the platform continues to evolve and adapt, its fate will be shaped by its ability to capture the attention and loyalty of users in an ever-evolving digital landscape.
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