This photo illustration created in Washington, DC, on July 6, 2023, shows the opening page of Threads, an Instagram app, near the Meta logo.
The race for total dominance and control never ends in the fast-paced social media industry. This time, it looks like Meta (formerly Facebook) is on the losing end.
In a recent report by Insider Intelligence (via CNBC), Meta's social platform "Threads" finds itself struggling to keep up, ranking near the bottom of the popularity charts, behind only Tumblr in the number of US users.
The report paints a grim picture for Threads, suggesting it is losing ground against the rebranded Twitter, X, especially after Elon Musk's ownership.
Threads' Meteoric Rise and Subsequent Fall
When Threads entered the social media arena in July, it took the digital world by storm.
Within just seven hours of its launch, 10 million users flocked to the platform, and it became the most downloaded non-game app on a launch day in the past decade.
At that point, it seemed like Mark Zuckerberg, the CEO of Meta, had successfully launched a genuine contender to Twitter's dominance.
However, Threads' glory was short-lived. After reaching a peak of approximately 50 million daily active users on Android devices globally in early July, the user base has been steadily dwindling, currently hovering around a mere 10 million, according to Similarweb.
This is a fraction of Twitter's X, which still boasts a formidable user base. Sensor Tower reports that Threads users spend just 2.4 minutes daily on the app, representing a staggering 80% decline from its peak in July.
Celebrities and regular users, once enthusiastic about Threads, are now noticeably absent from the platform.
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The Uphill Battle for Threads
While Threads may face an uphill battle, Meta is not giving up yet. The company is working on several enhancements to make the platform more appealing.
These include introducing a desktop version and a search tool to attract advertisers and content creators.
Meta CEO Mark Zuckerberg acknowledges the challenges faced by Threads, but he remains optimistic. In a Threads post on July 17, Zuckerberg mentioned that "10s of millions of people now come back daily," adding that it will take time to stabilize.
Zuckerberg's optimism is supported by Meta's turnaround of Reels, a TikTok-like feature on Instagram.
Threads' Global Prospects
While Threads struggles to grow its audience in the US, it may find more success in different global markets.
According to Sensor Tower, the majority of daily active users come from India (25%), followed by the US (15%) and Brazil (11%).
This suggests that Threads' appeal varies across different regions, and international growth could be a key strategy moving forward.
The challenges are evident, but Meta may find a path to success for its Twitter clone with the right strategy and continued innovation.
The question remains: can Threads overcome its identity crisis and reclaim its initial glory, or will it be forever overshadowed by Twitter's X and other social media giants?
Stay posted here at Tech Times.
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