The Rise and Decline of Threads: From Hype to Disengagement

KOMPAS.com – Some time ago, the launch of Threads by Meta was greeted with great enthusiasm from users.

This is because the launch of Threads coincided with a change in Twitter policy which many users complained about.

Moreover, Threads has a look and service similar to Twitter.

After launching on July 5, 2023, Twitter users have been busy migrating to the application made by Mark Zuckerbreg’s company.

Also read: Comparison of Threads and Twitter, What’s the Difference?

The high enthusiasm of users can be seen from the record achieved by Threads.

It is known, Threads is the fastest application to reach 100 million downloads, surprising almost everyone.

Quoted from Mashable, one of the reasons Threads was successful from the start was the ease for Instagram users to create accounts.

The number would probably be even bigger if Threads were available in the European Union.

Also read: Twitter Called to Sue Meta for Threads, What’s the Reason?

Starting to leave users

Unfortunately, the number of Threads users continues to decline.

A data analysis conducted by Similarweb shows that the number of daily active users on Threads fell from 49 million to 23.6 million in just a week.

Total daily usage minutes also decreased from 21 minutes on July 7 to just over 6 minutes on July 14, 2023.

“We did see engagement decline over the weekend, and as of Monday we estimate Threads has 36.6 million active users on Android,” said Senior Insights Manager at Similarweb, David Carr, quoted by CNBC.

“Despite the strong interest in checking out the app initially, not every user has the habit of visiting Threads as frequently as other social apps,” he continued.

It is known that there are several basic features on Twitter that Threads does not have, including emoji, hashtags, and a chronological view that makes it difficult for users to switch from Twitter.

Also read: Meta Launches Threads, an Application Similar to Twitter, Available for Download on Android and iPhone

It is considered reasonable

A spokesperson for Threads found it only natural that the registrar boom dwindled as users explored the new service.

“While it is still early days, we are pleased with Threads’ initial success, which has exceeded our expectations,” he said.

According to him, Threads will now focus on stable performance, new features, and improve the user experience in the coming months.

The company also noted that CEO Mark Zuckerberg commented on Threads that a large part of its growth to 100 million registrants was organic, not promotional.

Meanwhile, Head of Instagram and Threads at Meta Adam Mosseri said he has no plans to prioritize news or politics on the new platform.

Also read: There are many questions about the Rp. 1,000 Platform Fee on Tokopedia, Here’s the Explanation

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2023-07-20 13:30:00
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