User Engagement on Threads: A Closer Look

The launch of Threads, Meta’s new Twitter competitor, caused quite a stir in the social media world. Within just five days, the text-based platform garnered a record-breaking 100 million sign-ups. However, recent data from Sensor Tower and Similarweb indicates a decline in growth and engagement.

Sensor Tower’s Insights

According to Anthony Bartolacci, managing director at Sensor Tower, the first 72 hours of Threads’ launch surpassed all expectations. However, subsequent data from Sensor Tower suggests a significant decrease in user engagement. On Tuesday and Wednesday following the launch, the platform experienced a 20% drop in daily active users compared to Saturday, and the average time spent on the app decreased from 20 minutes to 10 minutes.

Bartolacci warns that despite the backing of Meta and integration with Instagram, Threads may struggle to become a regular part of users’ social network routines. He believes that the platform needs a more compelling value proposition beyond being “Twitter, but without Elon Musk.”

Similarweb’s Findings

Similarweb’s data also supports the decline in user engagement on Threads. The platform saw a drop of over 25% in daily active users between its peak on July 7 and Monday for Android users worldwide. Additionally, the average time spent on the app by U.S. users decreased from around 20 minutes on July 6 to just over 8 minutes on July 10.

David Carr, senior insights manager at Similarweb, notes that while there was initial interest in the app, not every user has made it a habit to visit Threads regularly like they do with other social apps.

Threads’ Early Days and Potential Impact on Twitter

Since its debut, Threads has gained attention for its Instagram sign-up integration, algorithmic feed, and positive feedback from advertisers. However, it’s important to remember that the platform is still in its early stages. It’s natural for the initial sign-up boom to taper off as users explore the community and the topics it offers.

Adam Mosseri, head of both Instagram and Threads at Meta, has made it clear that the new platform won’t prioritize news or politics. Therefore, Threads may not serve as a direct replacement for power users seeking a Twitter-like experience.

Jasmine Enberg, principal analyst at Insider Intelligence, believes that if just 25% of Instagram users embrace Threads on a monthly basis, it could be as influential as Twitter.

Similarweb’s Carr suggests that Threads has the potential to draw significant usage away from Twitter. Early indicators show a 5% decrease in Twitter web traffic during the peak activity of Threads’ launch. As the Threads app team adds missing features like hashtags and topical search, this potential impact on Twitter could become more apparent.

Meta has yet to comment on these findings.