Anything that goes up should go down, at least for user engagement in threads. meta‘s new Twitter rival.
Last week, the text-based social media platform reported hitting a record 100 million sign-ups in just five days, but data from Sensor Tower and Similarweb show growth and engagement for the service slowed slightly. It is said that there is
“The launch of Threads really ‘broke the Internet, at least the Sensor Tower model,'” Anthony Bartracci, managing director of marketing intelligence firm Sensor Tower, told CNBC. “In his 10+ years of estimating app installs for Sensor Tower, his first 72 hours of Threads were just exceptional on their own.”
But Sensor Tower data suggests a significant setback in user engagement since Threads’ launch, he added. On Tuesday and Wednesday, the number of daily active users on the platform decreased by about 20% from Saturday, and the time spent by users decreased by 50%, from 20 minutes to 10 minutes.
“These early returns show that despite the hype at launch, it’s still uphill for Threads to make room in most users’ social networking routines,” Bartracci said. “With Meta’s backing and integration with Instagram, Threads will likely bring in a lot more flood than other services, but it needs a more compelling value proposition than just ‘Twitter but no Elon Musk’. will be.”
A similar trend was observed in data from Similarweb, a digital data and analytics company. In Threads, his number of active users per day decreased by more than 25% from his July 7th peak to Monday in Threads users on his Android smartphones worldwide. The company hasn’t finished calibrating the model with his iOS data yet.
Data from Similarweb also shows that usage time has fallen by more than half, with the average amount of time U.S. users spend in the app dropping from about 20 minutes on July 6th to just over 8 minutes on July 10th.
David Kerr, senior insight manager at SimilarWeb, told CNBC, “We saw a slight drop in engagement over the weekend. On Monday, Threads estimated 36.6 million active users on Android. I do,” he told CNBC. When the app was first developed, not all users were in the habit of accessing threads as often as other social he apps. “
Since its July 5th debut, Threads has made headlines for its Instagram signup integration, algorithmic feeds, and positive sentiment from advertisers. Within a day of his Threads launch, The Verge Users have already posted more than 95 million posts and more than 190 million likes, according to internal data viewed by the company.
Threads is still in its very early stages, and it’s only natural that the signup boom will taper off as users explore new offerings and fit with the community and the topics it promotes.
Adam Mosseri, Head of both Instagram and Threads at Meta, said: have spoken out He spoke about the fact that he’s not going to prioritize news or politics on the new platform, which means it may not work as a full Twitter replacement for some power users.
“Politics and hard news will inevitably show up in threads — Instagram does to some extent — but we do nothing to encourage these verticals,” Mosseri wrote in the thread. I’m not going to,” he said.
“For the meta to become as big as Twitter, we only need one in four Instagram users to use Threads each month,” Jasmine Enberg, principal analyst at Insider Intelligence, said in a statement. Stated.
“Some of the engagement that Threads has enjoyed seems to have been siphoned directly from Twitter,” Similarweb’s Carr told CNBC. “During the first few days of the peak Threads activity last Thursday and Friday, Twitter web traffic was down about 5% compared to the same day last week. “It shows that it has a lot of potential.” It’s taking significant usage away from Twitter, especially as the Threads app team begins filling in missing features like hashtags and topic search. “
Mehta did not immediately respond to a request for comment.
