Threads, the potential Twitter replacement from Meta started off strong, but as a lot of experts predicted, it has faced challenges in maintaining its daily active users. According to a Similarweb report, Threads had an impressive peak of over 49 million daily active users on Android worldwide on July 7. However, by July 14, that number dropped significantly to 23.6 million, representing about 22% of Twitter’s audience.
Threads is also currently unavailable in Europe, which might be a contributing factor
In the race to compete with Twitter and other alternatives that might be dropping in the near future, Threads was the source of undivided attention when it launched, especially in the US, where users spent an average of 21 minutes engaging with the app on July 7. However, that engagement dwindled to just over 6 minutes by July 14. Interestingly, during its peak interest days, Twitter’s daily active users on Android remained relatively unchanged, but the time spent on the platform decreased by 4.3%, possibly due to some users exploring Threads.
One of Threads’ strengths lies in its ability to solve the “empty party problem” faced by new online communities. Instagram users can instantly create a Threads account and bring their existing contacts, contributing to Meta’s claim of achieving over 100 million total account signups in a short period. Despite this success, Threads still lacks essential features and must offer compelling reasons for users to switch from Twitter or adopt it as their primary social media platform.
Threads’ popularity in the US is attributed to its unavailability in the EU. However, it faces the challenge of retaining users, as daily usage minutes have declined over time. In contrast, Instagram’s user loyalty has remained steady at about 40%, highlighting the need to focus on user retention and satisfaction.
The competition between Threads and Twitter is evident, as web traffic to twitter.com dropped by 5% during Threads’ initial availability days. While Threads has definitely made a notable crater on Twitter’s market share, it still has a long way to go before becoming a true Twitter replacement. And at this point, it’s safe to assume that most users already know that.
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(Via)
