2023-07-14 19:54:16
After its launch last week, the platform Threadsdo Instagram, reached quite impressive numbers. They were 10 million of users in just 7 hourslater passing from 100 millions — something that the integration and ease of importing data from Instagram certainly helped a lot!
However, in addition to attracting users, it is important to make them actively use the platform, increasing their engagement. Despite still being at a very early stage, Threads does not seem to be managing to retain people as much, as a considerable drop in its use has been recorded.
According to the CNBC, data from the consultancy Sensor Tower prove this decrease in network usage. Although Threads did indeed “break the internet” at first, the number of active users on the platform has dropped. 20% from last Saturday to this week, while time spent on the network per user decreased by 50%from 20 to 10 minutes.
Other information from Similarweb, obtained from the use of the application on Android, corroborates this trend. For the company, the drop in daily active users was 25% since the peak, on the 7/7th. The average time spent on Threads by US users, in turn, would have decreased even more than 50%going from 20 minutes (on 7/6) to just 8 minutes (on 7/10).
Still according to the research firm, the number of active users (on 6/7) was more than 49 million. On 7/10, however, this statistic had already dropped to 36 million, showing the lack of retention of the many users who registered on the social network. Despite 95 million posts and 100 million likes on the first day alone, it seems to be difficult to maintain the numbers.
However, it is worth mentioning that, in a way, Meta itself recognizes the need to work on maintaining Threads so that it expands and consolidates itself. The head of Instagram himself, Adam Mosserirecalled that it is necessary to ensure that people continue to want to use the app, while a spokesperson told CNBC that the company’s focus is to keep the network stable, create new features and improve the experience.
Interestingly, according to Insider Intelligence, Threads only needs ¼ of monthly Instagram users to be as big as Twitter — and, as we said, integration with the photo/video network is one of the biggest assets of the new platform. In addition, not everything is so bad: Similarweb said that the Meta network is indeed capturing part of the traffic of Twitter, its clearest competitor.
According to the consultancy, the bird’s network would also have traffic 5% lower than in previous weeks, something that can be credited to Threads. Even if it is a small impact, it is possible that it is demonstrating the potential of the Instagram network, which can be better explored with the launch of new features in the future.
Yet, according to Fast Company, ads are getting more engagement on Threads than on Twitter. While in the former the average rate of interaction with advertisements was 0,45%in the second this number was 0,02%. Of course, this proportion does not necessarily depend on the number of users, in addition to being lower when more people see the publication, but it could also be an indication that advertisers will be able to invest more in Threads in the future.
Despite the undeniable similarity, Mosseri has already said that the new platform is not intended to replace Twitter. Whether it’s true or just talk, it’s a fact that the company’s idea is to create a different atmosphere — without, as already said, so many political discussions or news. With the consolidation of the model and the inclusion of features such as search and hot topics, the network will certainly become more attractive. It remains to be seen whether users will engage.
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