Threads app usage plummets despite initial promise as a refuge from Twitter
Francis Bahene Tumwekwasize
Multifaceted Media Maven: Digital Marketing Expert | Tech Blogger | TV News Journalist"
In the wake of the chaos surrounding Twitter, the Threads app was launched with high hopes. However, recent data reveals a decline in its popularity, with a notable decrease in active users.
Decline in User Engagement: Threads Struggles to Maintain Momentum
Threads, positioned as Meta's answer to Twitter, began with a strong performance during its initial weeks in the market. Yet, its daily usage has been experiencing a significant slump.
The engagement on this social media platform has witnessed a substantial decrease, plummeting by 79% from its peak of 2.3 million active users in early July to a mere 576,000 as of August 7th. This information is based on insights provided by Similar Web, a prominent digital intelligence platform.
Faltering Confidence: Notable Companies Reduce Activity on Threads
Apart from the dwindling user base, prominent companies in the United States, such as Wendy's, Anthropologie, and Rare Beauty, have scaled down their posting frequency on Threads. Adweek reports this decline, signalling a lack of confidence in the platform.
Rapid Inception, Gradual Fade: The Threads Journey
Threads gained remarkable traction within hours of its launch on July 5th. At the outset, the app attracted an impressive 5 million user registrations. In less than a week, over 100 million individuals had signed up, propelling Threads to become the fastest-downloaded app.
However, the initial excitement seems to have dissipated over time. On its most active day, Threads only managed to gather less than half the user count of Twitter, according to Similarweb's data. Notably, Twitter maintains an average of over 100 million daily active users.
Capitalizing on Twitter Chaos: Threads' Missed Opportunity
Conceived as a response to the turbulence at Twitter post its acquisition by Musk, Threads aimed to overthrow the app as the preferred text-based social media platform. Despite these aspirations, the app's journey has faced challenges.
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Musk's takeover of Twitter in October 2022 led to substantial layoffs within the app's workforce. Moreover, a series of controversial policy changes, championed by Musk, contributed to a decline in advertising revenue. Long-standing users expressed their dissatisfaction with frequent technical issues and an increase in negative discourse on the platform.
Public Duel: Musk vs. Zuckerberg and the Cage Fight That Wasn't
Publicly, Zuckerberg and Musk engaged in verbal sparring, with the possibility of a cage fight even entertained at one point. However, the idea was eventually abandoned, with Zuckerberg stating that Musk's commitment to the concept appeared questionable. This information was conveyed to Threads' followers by the Meta chief himself.
In a recent post, Zuckerberg expressed his sentiments, "I think we can all agree Elon isn't serious, and it's time to move on. Elon won't confirm a date, then says he needs surgery, and now asks to do a practice round in my backyard instead. If Elon ever gets serious about a real date and official event, he knows how to reach me."
As of now, Meta has not responded to requests for comments on this matter.
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