Meta’s so-called “Twitter killer” app, Threads, is struggling to gain traction just a few weeks after its launch. Initial expectations that the app would substantially reduce Twitter’s user base have turned out to be over-hyped. Mark Zuckerberg, the brain behind Meta, must now face the reality of a significant drop in user engagement and time spent on the app, following its release on July 6.
Entrepreneur Mario Nawfal shared the sad statistics in a tweet: The Daily Active Users (DAUs) plummeted from its peak of 45 million during the launch to a disappointing 28 million by July 13, indicating a 38% decline in users. Even more alarming was the average time spent per user, which drastically fell from 20 minutes on July 7 to a mere 5 minutes by July 11, constituting a staggering 75% reduction in just four days.
Remarkably, Twitter’s metrics remained nearly unchanged throughout this period, debunking the prophecy of a “mass exodus” to the new platform.
The allure of Threads is rapidly diminishing, and it’s really not difficult to see why. Users have already reported instances of shadowbanning and algorithmic downgrading of non-mainstream content. Speculation suggests that Threads might aim to provide agencies like the FBI and CIA with tighter control over the narrative in preparation for the 2024 presidential election cycle after they lost their bullhorn when Elon Musk purchased the platform.
