Since its launch just a month ago, Instagram's Threads, a product under Meta's umbrella, has faced an uphill battle against competitors like Twitter.
The app, which aimed to create a niche for itself in the social media landscape, has encountered a substantial drop in daily active users, experiencing a staggering decline of around 70%. This decline paints a challenging picture for Threads as it strives to establish itself among established players.
Twitter, boasting approximately 200 million daily active users, presents a significant benchmark that Threads must strive to reach.
The evident gap between Threads' current user base and Twitter's well-established presence emphasizes the substantial task at hand for the app.
In response to the decline in user engagement, Meta is taking measures to address the situation. Mark Zuckerberg, the CEO of Meta, acknowledged the issue and discussed plans to enhance user retention on the platform during a town hall meeting with employees.
While the retention of users on the app was better than expected, Zuckerberg conceded that it was "not perfect." This admission highlights Meta's commitment to refining the app's performance and ensuring its sustainability in a competitive landscape.
Initially heralded as a fast-growing platform in the app world, Threads garnered significant attention with its rapid user signups, hitting 100 million within a week of launch. However, recent data from data analysis firms reveals a decline in the number of users logging in daily, painting a contrasting image to its initial success.
According to Similarweb, a digital intelligence platform, Threads' daily active users reached approximately 49 million just two days after launch.
However, this number dramatically plummeted to just over 9.6 million by August 1. Similarly, engagement statistics have also taken a hit. Time spent on the app in all available markets peaked on July 6 at around 14 minutes a day, but as of August 1, it has dropped to a mere 2.3 minutes.
Mark Zuckerberg addressed the situation, stating, "Obviously, if you have more than 100 million people sign up, ideally it would be awesome if all of them or even half of them stuck around.
We're not there yet.
" He emphasized that this drop-off is "normal" and expressed optimism that retention will grow as the company introduces more features to the app, showcasing the company's dedication to adapting and improving.
Despite the challenges, Threads remains a prominent player in the app ecosystem. It continues to rank among the top-downloaded apps on both Android and iOS platforms, as indicated by SensorTower's data.
To better compete with established platforms like Twitter, Threads recently introduced new features. These include a chronological feed option and translations.
Users can now view posts from other profiles using two different feed options: Following and For You. Additionally, posts in the feed will be automatically translated, enhancing user experience and accessibility.
In terms of global popularity, Threads has made the most significant impact in specific markets.
India leads the way, accounting for approximately 32% of the app's total downloads. Following India is Brazil, contributing to around 22% of installations, followed by the US at nearly 16% of overall downloads.
In conclusion, Instagram's Threads faces notable challenges in retaining its user base and competing against platforms like Twitter.
As Meta takes measures to address user engagement and introduce new features, the app's trajectory will continue to unfold in the dynamic landscape of social media.
The app's performance in various global markets also highlights the nuances of user adoption in different regions, contributing to its evolution in the competitive digital sphere.