Meta’s Threads app experienced a meteoric rise in popularity, becoming the fastest-growing app of all time. However, new data from analytics firm SimilarWeb suggests that the app’s engagement has since declined from its initial highs, indicating a potential challenge for its success.
According to SimilarWeb, Threads witnessed a decrease in daily active users from 49 million on July 7th to 23.6 million on July 14th. In the United States, which reportedly had the highest engagement, usage declined from 21 minutes per day to just over six minutes during the same period. It is important to note that SimilarWeb’s data is based solely on Android usage of Threads, but other companies, such as Sensor Tower, have also reported a decline in engagement and daily active users since the app’s launch.
Although a decline in engagement was expected to some extent, Threads launched at a time when many Twitter users were seeking alternatives. Its integration with Instagram made it easy for users to sign up and transfer their existing social network. However, the app still lacks certain features, such as a non-algorithmic feed that is not dominated by brands and influencers.
Adam Mosseri, Instagram’s top executive, expressed that the company’s current focus is not on engagement metrics but on overcoming the initial peak and trough experienced by every new product. They aim to achieve this by building new features, improving performance, and enhancing ranking. The success of Meta in taking advantage of these conditions will depend on its ability to quickly introduce new features that keep users engaged and whether it can launch within the European Union, where access to Threads is currently blocked.
Another challenge faced by Meta is dealing with spam issues on Threads. Mosseri mentioned that the app will implement rate limits and other protective measures to address the increasing spam attacks. However, this may unintentionally limit active users due to false positives.
While the declining engagement with Threads may appear beneficial for Twitter, the industry giant still has valid concerns about its newest competitor. SimilarWeb’s David Carr suggests that some of Threads’ engagement has come at the expense of Twitter, noting a 5% decrease in web traffic to twitter.com during the first two full days of Threads’ availability. Additionally, he mentions that Twitter’s user retention has been declining since last year.
In conclusion, Meta’s Threads app experienced a remarkable surge in growth but has since lost momentum in terms of engagement. The competition between Threads and Twitter continues to unfold, with Meta facing the challenge of maintaining user interest by adding new features and overcoming issues like spam. While the decline in engagement with Threads may alleviate some concerns for Twitter, the industry giant still needs to address declining user retention and ensure its continued relevance in the social media landscape.
