Threads, touted as a potential “Twitter-killer” during its launch, has seen a significant decline in active users and engagement, according to data from app tracking firm Sensor Tower.
After amassing a staggering 100 million sign-ups within days of its debut, the app has witnessed a 20% decrease in active users and a 50% reduction in time spent on the platform, dropping from 20 minutes to 10 minutes.
Threads isn’t the only Twitter alternative to struggle with waning interest. Mastodon, which saw a surge in sign-ups after Elon Musk’s acquisition of Twitter, has also failed to sustain user engagement since late last year. Bluesky, backed by Twitter’s co-founder Jack Dorsey, hasn’t made substantial progress either.
Unlike Twitter, Threads lacks the feature of operating anonymously, affecting its appeal to a segment of users who prefer to remain anonymous. A significant portion of Twitter’s user base remains anonymous, which Threads has missed out on.
While some brands and creators remain cautiously optimistic about the platform, others are critical of its lack of uniqueness and limited analytics. Brands like SUGAR Cosmetics and Myntra have leveraged Threads to deliver engaging content and increase visibility among their audiences. Fashion e-commerce platform Myntra launched the Rising Stars campaign on Threads, enhancing their interaction with digital-first brands. Conversely, others are more critical of the platform, citing its lack of uniqueness and limited analytics. Some content creators find Threads lacking compared to other established social media platforms, dampening their enthusiasm to fully embrace it for content distribution.
The decline raises concerns over the platform’s long-term sustainability and potential to compete with established social media giants.
Threads’ future in the competitive social media landscape remains uncertain. While some creators and brands are hopeful for its potential, its ability to sustain user interest and redefine its value proposition will be crucial to determining whether it can emerge as a strong contender in the market or become another short-lived entrant in the ever-evolving digital sphere.
