Meta-owned Threads loses users; sponsors and authors disagree on its future.
Threads, which is owned by Meta, has seen a decrease in user engagement, and creators and brands have contrasting opinions regarding its future. Threads appears to be seeing the same decline in popularity as its competition with Twitter.
NEW DELHI: When Meta launched Threads, it was described as a “Twitter-killer” as a result of the 100 million users that signed up within a few days of launch.Threads, however, appears to be falling behind other Twitter competitors in terms of user engagement.
Threads has witnessed a 20% fall in active users and a 50% reduction in the amount of time spent on the app, going from 20 minutes down to 10 minutes, according to new statistics from the app tracking firm Sensor Tower. This implies that the euphoria surrounding the app has subsided.
Immediately following the launch of Threads earlier this month, Twitter experienced a drop in traffic of approximately 5 percent.
There are more alternatives to Twitter besides just Threads that are gaining and losing popularity.
After Elon Musk completed the USD 44 billion purchase of Twitter, an instant influx of millions of new users joined Mastodon.
But ever since the latter half of 2017, Mastodon has been unable to maintain its users’ interest.
Bluesky, which is supported by Jack Dorsey, one of the co-founders of Twitter, has also generated some interest but hasn’t quite caught up.
Twitter has developed its reputation on live breaking news, which has made it the platform of choice for millions of users during events, whether they are political or entertaining in nature.
On the other hand, the head of Instagram and Threads, Adam Mosseri, has stated on multiple occasions that there are no plans to increase the amount of news and political content on Threads.
Additionally, Twitter users have the ability to post content under a pseudonym, whereas on Threads, this is not feasible because to the platform’s tight interaction with Instagram.
Threads did not cater to Twitter’s anonymous users, which means it did not capture a large share of the platform’s population of daily active users.
Threads had the greatest number of downloads in India (33 percent), followed by Brazil (22 percent), and then the United States (16 percent), as reported by an app intelligence company called data.ai.
However, no one is completely dismissing Threads just yet.
Although content creators are of the opinion that the app has nothing novel to offer and is unlikely to be successful, brands and artists have chosen to take a wait-and-see approach.
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