Meta’s new app, Threads, aimed to rival Twitter, but it is experiencing a rapid decline in popularity. The platform initially garnered immense attention, with over 100 million sign-ups within a week. However, the initial excitement seems to be waning as recent data reports reveal a significant decrease in Threads’ user base. In just 10 days, Threads has lost half of its daily users.
One reason for the decline in popularity is that Threads’ appeal falls short of Twitter’s strengths. Instagram CEO Adam Mosseri clarified that the app would not prioritize news content, limiting interactions primarily to users’ existing networks. This approach hampers the app’s potential for reaching a wider audience, as individuals would need to manually follow new accounts to expand their content exposure. The absence of a real-time news ecosystem, a cornerstone of Twitter, further widens the gap between the two platforms.
In response to increasing spam attacks, Threads recently announced the implementation of rate limits to counter such issues. Instagram CEO Adam Mosseri acknowledged the potential unintended consequences of these limits, leading to some active users being inadvertently affected. The announcement sparked a response from Twitter CEO Elon Musk, who has been critical of Meta’s new social media endeavor since its inception.
Threads’ decline in popularity highlights the challenges of launching a new social media platform in an already crowded market. While the initial hype may generate significant sign-ups, the long-term success of a platform depends on its ability to provide unique value to users and differentiate itself from existing options.