Threads Faces Decline in User Engagement After Strong Start

    Interest in Threads, Meta’s potential ‘Twitter-killer’ app, seems to be waning just one month after its launch. An analysis by Similarweb, a digital data firm, reveals that average daily usage among U.S. users dropped significantly from 21 minutes to just six minutes after reaching its peak on July 7. Twitter also experienced a slight dip in time spent, falling 4.3% to 25 minutes, but still outperformed Threads.

    Moreover, daily active users on Threads’ Android app declined from 49 million to 23.6 million between July 7 and 14. In comparison, Twitter had about 107 million users on July 14, according to Similarweb.

    Meta executives expected a decline in interest after the initial excitement. They remain focused on improving the app’s core features and enhancing user retention for the rest of the year.

    Threads received an overwhelming response upon its release on Meta’s Instagram platform, boasting over 100 million users in just five days, potentially making it the fastest-growing consumer app ever.

    Data from Sensor Tower revealed to CNBC that over a quarter of Threads’ users are from India, with the U.S. in second place, accounting for 17.6% of users.

    The app faced criticism for lacking essential features, such as hashtag search, which may have contributed to the drop in engagement. Meta responded by announcing new features, including an easier way to see followers and a translation function.

    Threads were launched in response to perceived missteps from Twitter and its owner, Elon Musk, who made policy changes that unsettled brands and creators. Musk’s criticism of Threads and Meta’s response ignited a feud between the two platforms.

    Social media experts believe Threads is unlikely to completely replace Twitter, envisioning a future where the text-based social media world will be fragmented into platforms catering to different content preferences.

    As the competition between Threads and Twitter unfolds, the future of both platforms in the social media landscape remains uncertain. Threads face challenges in retaining users and establishing itself as a formidable contender in the market.

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