Threads' Users Are Losing Interest in the App
Data from the analytical company SimilarWeb indicates that activity on the Threads social network has significantly decreased after reaching dizzying heights. On July 7, the number of daily active users (DAU) of the app was 49 million, but already a week later, on July 14, it dropped to 23.6 million. Its usage duration in the US, where the highest engagement rates were recorded since the launch, fell from 21 minutes to just over 6 minutes per day.
The results obtained by SimilarWeb coincide with the analytics of other companies. For instance, Sensor Tower also reported a significant drop, noting a double-digit decrease in both DAU and engagement.
Instagram's head, Adam Mosseri, commented on this, emphasizing that Meta has not paid particular attention to engagement indicators yet. According to him, currently, the company's specialists are busy overcoming the peaks and troughs that are typical for every new product. In addition, they are actively working on developing and implementing new features, improving performance and ratings, and addressing the spam issue.
Analysts believe that the Threads social network has every chance to gain popularity, but for this, the team working on its development and promotion will need to make maximum efforts. For example, Anthony Bartolacci, Sensor Tower's managing director of sales, believes that to achieve this goal, the platform needs to offer users something more than just "Twitter without Elon Musk". The rapid introduction of new features (hashtags, thematic search) and their launch in the European Union could well be the first steps towards the desired result.
Despite the drop in DAU and engagement, the growth momentum of Threads has not faded. In 6 days, Zuckerberg's new social network app was downloaded to iOS and Android 150 million times. This figure broke the absolute record previously set by the augmented reality game Pokémon GO. Presently, the number of weekly active users on the platform has reached 20% of the same audience on Twitter. As of July 18, there were already 114 million people registered on it.