Is Instagram’s Threads Headed for Trouble?

Instagram’s newest competitor, Threads, has been facing a decline in daily active users, according to a recent Wall Street Journal article. Data from Sensor Tower shows that the app’s daily active users dropped to 13 million, a 70% decline from its peak on July 7. While these numbers may raise concerns, it’s still premature to conclude that Threads is failing. Other metrics indicate that the app is gaining traction in global markets and has the potential to grow as its feature set improves.

Early Success and Initial Decline

Upon its launch on July 5, Threads quickly gained popularity, reaching over 100 million users within days. This made it the fastest app to achieve such a milestone, surpassing even Pokémon Go. Comparing its daily active users to Twitter’s, Threads had 18.3% of the daily active users of Twitter, demonstrating its potential as a rival.

However, it’s not uncommon for new apps to experience a decline in usage as the initial hype wears off. Users often return to their old habits and evaluate how the new app fits into their daily routines. Meta executives anticipated this decline and do not view it as a cause for concern, as reported by The WSJ.

Potential for Growth

Despite the temporary decline, Threads continues to attract new users. The app has been consistently garnering over 1 million new downloads daily. In fact, data from data.ai estimates that Threads has accumulated 185.32 million cumulative global downloads. In addition, the app is gaining popularity in emerging mobile markets such as India and Brazil, where downloads are still increasing.

Work in Progress

One possible reason for the recent decline in Threads usage is its current feature set, which is incomplete compared to Twitter. Threads is effectively still a beta version and lacks features that users expect from a microblogging tool, such as a chronological timeline, following feed, and the ability to view likes. However, these features are in development, along with the app’s integration with ActivityPub, the protocol used by Mastodon.

Despite the incomplete nature of the app, Threads has already built a community of fans. Users on social media have expressed optimism and urged patience while waiting for the app to improve. The app’s U.S. App Store rating stands at 3.8 stars, with many users acknowledging its potential while critiquing its current limitations.

Too Early to Judge

It’s too soon to predict the fate of Threads. Similarweb’s analysis of U.S. Android usage may not tell the full story, as the app is gaining popularity in markets beyond the U.S. Twitter users may be quick to celebrate Threads’ decline, but the app’s early success and continued growth indicate that it still has plenty of potential. Mastodon, another Twitter competitor, experienced similar fluctuations in user numbers but has managed to regain momentum.

In conclusion, while Threads may be experiencing a temporary decline in daily active users, it is far from being “dead.” With a growing user base and the promise of future enhancements, Threads could still become a significant player in the microblogging space. Time will tell whether Meta can successfully nurture and develop this new app.