Decrease in User Engagement on ‘Twitter-killer’ Threads Following Initial Boom
Threads, dubbed as the ‘Twitter-killer’, achieved an impressive milestone by surpassing 100 million users within a mere 5 days, setting a new record for the fastest-growing social media platform. Meanwhile, Twitter grappled with challenges related to data scraping and system manipulation. However, the situation appears to have reversed as the initial hype surrounding Threads seems to be waning, resulting in a significant decline in user engagement over recent days.
Reduce user engagement
Within 24 hours of launch, Threads had amassed 50 million signups, and in the next 7 days, it gained 150 million users, becoming the fastest growing platform. Speaking to CNBC, Anthony Bartolacci, CEO of marketing intelligence firm Sensor Tower, said, “Sensor Tower has over 10 years of measuring app installs, and Threads’ first 72 hours was in a class of its own.” that it “broke the internet”. However, it’s not all sunshine and rainbows now that Twitter’s rival has seen a massive drop in user engagement.
According to a Sensor Tower report (via CNBC ), Threads saw a 20 percent drop in daily users on July 11th and 12th compared to Saturday, July 9th. In addition, the time spent by users in the application decreased from 20 minutes to 10 minutes. , a whopping 50 percent drop.
Another report by data analytics company SamanWeb revealed a similar decline in traffic. It reported a 25 percent drop in active users, while minutes spent in the app dropped from 20 minutes to just 8 minutes.
“Meta’s support and integration with Instagram will likely give Threads a much bigger influx than other services, but it needs a more compelling value proposition than ‘Twitter, but without Elon Musk,'” Bartolacci added.
Not yet a Twitter killer
So the “Twitter-killer” Threads has not yet been able to finish off its competitor. Perhaps this is due to the lack of popular features such as hashtags and topical search. On the other hand, Twitter continues to set new records, according to Musk, although he has admitted that advertising revenue is falling.
In a tweet last Wednesday, Musk revealed, “Cumulative user seconds per day reported by iOS and Android is the hardest to game. I think we can hit an all-time high this week.
