Social media apps come and go, but few have generated the buzz that Instagram's Threads app did when it was launched in 2019. Threads was supposed to be the game-changer that would take on Twitter and other social media giants. It enjoyed a successful debut, with over 100 million users in its first week, making it the fastest-growing app ever. However, the reality is that Threads' initial hype has died down, and the app has lost half of its daily active users, as per a report from SimilarWeb.
Threads was touted as a new Twitter competitor that would allow users to share photos, videos, and messages with their close friends. The app was launched with much fanfare and was expected to be the next big thing in social media. Threads' main selling point was its ability to provide a more intimate and private experience for users, allowing them to share their daily routines with only their closest friends.
Threads' launch was a success, with over 100 million users in its first week. The app was praised for its simple and intuitive interface, which made it easy for users to navigate. The app's focus on privacy and intimacy was also well received, with many users enjoying the ability to share their daily routines with only their closest friends.
Despite its initial success, Threads' hype has died down, and the app has lost half of its daily active users, as per a report from SimilarWeb. According to the report, Threads had over 49 million daily active users on its best day, which is around 45% of Twitter's usage. However, by the end of the week, Threads was down to 23.6 million active users, or about 22% of Twitter's audience. The drop in numbers is a clear indication that the app's initial hype has died down, and users have moved on to other social media platforms.
The SimilarWeb report provides several key takeaways that shed light on Threads' performance in its first week. Firstly, the usage in the US, which saw the most activity, peaked at about 21 minutes of engagement with the app on July 7. By July 14, that was down to a little over 6 minutes. Secondly, in the first two full days that Threads was generally available, web traffic to twitter.com was down 5% compared with the same days of the previous week. Although traffic bounced back, for the most recent 7 days of data, it's still down 11% year-over-year. Lastly, on the days of peak interest in Threads, Twitter's daily active users on Android, worldwide, were virtually unchanged, but time spent was down 4.3% - perhaps because some users were off trying Threads.
Threads was supposed to be the first "Twitter killer" to actually have a shot at achieving such a feat. However, the app has a long way to go before it can ever dream of getting there. After its launch week, Threads sits at about a fifth the size of Twitter and about the same when it comes to daily active users. The app is already starting to see some of the same problems that plague Twitter like spam accounts.
Threads' future is uncertain, with the app struggling to maintain its initial growth. However, the app still has potential, and Instagram is working hard to make sure that it remains relevant. Instagram is reportedly working on several new features for Threads, including the ability to send direct messages to users who are not on your close friends' list. Additionally, Instagram is working on new ways to monetize Threads, which could help the app generate revenue and attract more users.