In recent times, the mobile app industry has witnessed a plethora of new releases, each vying for users’ attention and loyalty. One such app, Threads, made waves with an astounding 100 million downloads in its first five days after launch. However, the euphoria was short-lived as the number of active Threads users quickly plummeted, painting a worrisome picture for its developers. In this article, we delve into the reasons behind the sharp decline and explore the challenges faced by Threads on its path to success.
The Initial Success
Threads burst onto the scene, capturing the attention of users worldwide with its innovative features and seamless integration with Instagram. The app allowed Instagram users to easily create an account and connect with their close friends, enhancing their communication experience. Threads gained significant traction, especially during its early days, owing to its user-friendly onboarding process and the vast Instagram user base.
Despite its remarkable start, Threads faced a steep decline in active users, raising concerns about its long-term viability. Analytics firm SimilarWeb conducted research that shed light on the reasons behind this sudden drop. On July 7, just a few days after its launch, Threads boasted more than 49 million daily active users on Android globally. However, by July 14, this figure had plummeted to a mere 23.6 million—a staggering decrease of almost 50%.
The research conducted by SimilarWeb also highlighted a decline in user engagement with the app. In the United States, the peak usage duration dropped from 21 minutes on July 7 to a mere 6 minutes on July 14. This significant decrease in user engagement within a week raises concerns about Threads’ ability to sustain its initial momentum.
Missing Features and Challenges
While Threads experienced initial success, it failed to maintain its user base due to various reasons. One notable issue was the absence of essential features that users have come to expect from social media platforms like Twitter. The lack of features such as emojis, hashtags, and a chronological feed made it difficult for Twitter users to transition to Threads seamlessly. These missing functionalities hindered the app’s appeal to a broader audience, limiting its growth potential.