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Threads, the new Twitter competitor from Meta, experienced a surge in user sign-ups, but recent data suggests a decline in growth and engagement. Sensor Tower and Similarweb reported a decrease in daily active users and usage time on the platform since its launch. Anthony Bartolacci, the managing director at Sensor Tower, noted that despite the initial excitement, Threads will face challenges in becoming a regular part of users’ social network routines. Similarweb data also showed a drop in daily active users and usage time. The early returns indicate that Threads needs a more compelling value proposition to compete with other social apps.
Threads, known for its Instagram sign-up integration and algorithmic feed, received positive feedback from advertisers. However, the decline in engagement is expected as users explore the new platform and determine if it aligns with their interests. Meta expressed excitement about Threads’ initial success and plans to focus on improving performance and introducing new features.
At the expense of Twitter
Adam Mosseri, head of both Instagram and Threads at Meta, has made it clear that Threads will not prioritize news or politics, distinguishing it from Twitter. Though politics and news may appear on Threads, the platform will not actively promote these topics. According to Jasmine Enberg, an analyst at Insider Intelligence, Threads has the potential to rival Twitter’s size with just a fraction of Instagram’s user base. Similarweb’s David Carr suggests that Threads has already affected Twitter’s web traffic, indicating its potential to attract users away from the established social media giant.
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