“Last week, Threads, the text-based social media platform, had 100 million sign-ups in just five days, but data from Sensor Tower and Similarweb show that growth and engagement have slowed.”
Threads has made headlines since its launch on July 5 for its Instagram sign-up integration, algorithmic feed, and positive feedback from advertisers. Based on internal company data, The Verge reported that within one day of Threads’ launch, users had posted over 95 million posts and 190 million likes.
Last week, Threads, the text-based social media platform, had 100 million sign-ups in just five days, but data from Sensor Tower and Similarweb show that growth and engagement have slowed.
What goes up must come down, at least in the case of Threads, Meta‘s new Twitter competitor.
Anthony Bartolacci, Managing Director at Sensor Tower, a marketing intelligence firm,said, “The Threads launch really did ‘break the internet,’ or at least the Sensor Tower models. In the 10-plus years Sensor Tower has been estimating app installs, the first 72 hours of Threads was truly in a class by itself.”
Sensor Tower Data Shows Significant Drop in User Engagement-
However, Sensor Tower data show a significant drop in user engagement since Threads’ launch: on Tuesday and Wednesday, the platform’s daily active users were down about 20% from Saturday, and user time spent was down 50%, from 20 minutes to 10 minutes.
Similarweb data, a digital data and analytics company, revealed similar trends. Daily active users of Threads dropped more than 25% between its July 7 peak and Monday for Threads users on Android devices across the world. The company is still adjusting its model with iOS data.
According to Similarweb data, usage time dropped by more than half, with the average amount of time spent on the app by US users going down from about 20 minutes on July 6 to just over 8 minutes on July 10.
Threads- Still in Nascent Stage
Threads is still in its early stages, and it’s natural for a sign-up frenzy to fade as users investigate a new service and determine whether the community and the topics it promotes are a good fit.