In a picturesque aerial view, a multitude of individuals congregates in front of Meta headquarters, situated in Menlo Park, California, on July 7, 2023. The initial excitement surrounding Threads, Meta’s challenger to Twitter, has gradually faded in the following weeks, despite the persistent issues plaguing the latter platform. According to data from Sensor Tower, people’s average daily usage of Threads has plummeted by more than 75% since its remarkable debut on July 6. Initially viewed as a potential threat to the struggling Twitter, Threads managed to attract over 100 million users within a mere five days, surpassing the record set by the AI tool ChatGPT as the fastest-growing consumer app. This success sparked relief and excitement among early adopters seeking refuge from Twitter’s chaotic state, leading some, like Brooklyn resident Lauren Brose, head of marketing at a tech start-up, to close their Twitter accounts. Brose mentions how the environment of Twitter drastically changed under the leadership of Elon Musk, ultimately prompting her departure from the platform.
However, as time went on, Threads witnessed a significant decline in new user sign-ups, as reported by Sensor Tower. Jeremiah Owyang, a prominent investor and analyst in Silicon Valley, asserts that Twitter continues to dominate the online commenting and news-sharing space, and it would take a monumental effort to permanently drive away its user base. While Threads enjoyed a global launch on Apple and Android app stores in 100 countries, it is notably absent from the European Union due to uncertainties regarding compliance with data privacy legislation. Despite Twitter’s enduring technical failures following Musk’s acquisition and subsequent staff cuts, it still boasts around 200 million regular users. Musk’s controversial decisions, such as introducing charges for previously free services and reinstating banned right-wing accounts, have alienated some users. However, no single competitor has yet emerged as the optimum alternative to Twitter. Those disillusioned with Musk-owned Twitter have scattered across various platforms like Mastodon, Bluesky, and Threads in search of a new social media home. The Threads app has accumulated over 184 million global downloads since its launch, but it has not significantly differentiated itself from Twitter in terms of features and functionality, raising questions about what would dissuade users from remaining on Twitter.
Threads faces the challenge of proving itself as a formidable Twitter alternative. Jasmine Enberg, an analyst at Insider Intelligence, emphasizes that Threads must cultivate a community of creators to engage users and establish its own distinct identity separate from Instagram and Twitter. Owyang highlights the strategic advantage that Meta had by leveraging the existing social graph from Instagram to facilitate the seamless adoption of Threads. However, he acknowledges that Instagram’s user base may not be the most conducive for engaging in conversations or microblogging, as they typically gravitate towards visual content rather than commentary or controversy. Comparing Threads to Instagram, Creative Strategies analyst Carolina Milanesi underscores the evident disparity in the user demographics and interests.
Furthermore, Meta’s decision to withhold Threads from the European Union poses another obstacle to its growth. Milanesi notes that excluding such a significant market segment compromises Threads’ potential success. While numerous people have departed from Twitter, the dilemma lies in the lack of a centralized alternative platform that can accommodate them all. In conclusion, Threads must continue evolving and adding features to solidify its position as a compelling substitute for Twitter, particularly by addressing the need to foster user engagement, delineate its own unique identity, and expand its market reach.
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