Threads, the Twitter rival developed by Meta Platforms, has achieved an impressive milestone by reaching 100 million sign-ups in just five days since its launch. This surpasses ChatGPT as the fastest-growing online platform to hit this milestone. Threads has been experiencing remarkable user growth since its release, attracting not only regular users but also notable figures from various industries. Analysts view this as the first significant threat to Elon Musk’s microblogging app.
Mark Zuckerberg, CEO of Meta Platforms, credited the rapid growth mainly to organic demand, stating that they haven’t even activated many promotional strategies yet. In comparison, OpenAI-owned ChatGPT, which became the fastest-growing consumer application in history, took around two months to achieve a similar feat, according to a UBS study.
Twitter had approximately 240 million monetizable daily active users as of July last year, and while data from web analytics companies indicates a decline in usage since Elon Musk’s takeover, the launch of Threads caused a significant decrease in Twitter’s web traffic. Matthew Prince, CEO of Cloudflare, shared a graph illustrating this decline, referring to Twitter’s traffic as “tanking.”
Musk responded to the arrival of Threads by mocking it and threatening to sue Meta, claiming that the company utilized trade secrets and confidential information to develop the app. However, legal experts believe it would be challenging to prove such allegations.
Threads bears a striking resemblance to Twitter, along with numerous other social media sites that have emerged recently due to dissatisfaction with Musk’s management of the platform. The app allows posts of up to 500 characters, as well as supporting links, photos, and videos up to five minutes long. It currently lacks a direct messaging function and a desktop version, which some users, such as business organizations, rely on.
Although Threads does not currently have hashtags and keyword search functions, analysts believe that Twitter’s recent turmoil and limitations on tweet visibility could work in favor of Threads, attracting both users and advertisers. Despite the absence of ads on the app, Zuckerberg mentioned that monetization would only be considered once the path to 1 billion users becomes clear.
Adam Mosseri, head of Instagram at Meta, clarified that Threads is not intended to replace Twitter. Instead, it aims to focus on lighter topics such as sports, music, fashion, and design. However, he acknowledged that political and news-related content will inevitably find its way onto Threads, posing a challenge for an app positioning itself as a “friendly” platform for online public discourse.
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