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What will come of it should come – at least in the case of user engagement in threads, metaThe new Twitter competitor.
Last week, the text-based social media platform reported logging 100 million sign-ups in just five days, but according to data from Sensor Tower and Likeweb, the service has seen some dips in growth and engagement.
“The launch of the leads really ‘broke the internet,’ or at least the sensor tower models,” Anthony Bartolacci, managing director of Sensor Tower, a marketing intelligence firm, told CNBC. “In the more than 10 years Sensor Tower has estimated app installs, the first 72 hours of subjects have been in a class by itself.”
But, he added, Sensor Tower data indicates a significant dip in user engagement since the themes were launched: On Tuesday and Wednesday, the platform’s daily active users were down about 20% from Saturday, and time spent on the platform fell by 50%, from 20 minutes to 10 minutes. .
“These early returns suggest that despite the hoopla during its launch, it will still be an uphill climb for threads to carve out space in most users’ social network routines,” Bartolacci said. “Meta support and integration with Instagram will likely result in a much higher flood than other services, but they will need a more compelling value proposition than just Twitter, but without Elon Musk.”
Data from a similar company, a digital data and analytics company, showed similar trends. Themes saw a drop of over 25% in daily active users between its peak on July 7th and Monday of Themes users on Android phones worldwide. The company has not yet finished calibrating its model with iOS data.
Similar web data also indicated that usage time dropped by more than half, with the average time US users spent on the app dropping from about 20 minutes on July 6 to just over 8 minutes on July 10.
“We saw engagement drop somewhat over the weekend, and on Monday, we estimate Topics has 36.6 million active Android users,” David Carr, senior director of insights at Similar, told CNBC, adding, “While there was interest In the beginning, not every user is used to visiting threads as often as they might other social apps.”
Since its debut on July 5, Themes has made headlines for its Instagram opt-in integration, algorithmic feed and positive sentiment from advertisers. Within one day of launching the leads, the edge It reported that users had already posted more than 95 million posts and 190 million likes, based on internal company data that it had seen.
Threads is still in its early days, and it’s only natural for the subscription boom to wane as users explore a new service and whether the community and themes it pushes are appropriate.
Adam Mosseri, Head of Both Instagram and Thread at Meta, was vocal About the fact that it doesn’t plan to prioritize news or politics on the new platform, which means it may not serve as an apples-to-apples Twitter alternative for some power users.
“Politics and serious news will inevitably appear on Topics – and they are on Instagram to some extent – but we will not do anything to encourage these sectors,” Mosseri wrote in the Topics thread.
“Meta only needs one in four Instagram users to use leads per month to be the size of Twitter,” Jasmine Enberg, principal analyst at Insider Intelligence, said in a statement.
“Some of the engagement rings that the threads enjoyed seem to have been pulled directly from Twitter,” Carr of SimilarWeb told CNBC. In the first two days of peak thread activity, last Thursday and Friday, Twitter web traffic was down about 5% from the same days the previous week. Admittedly, these are very early indicators, but they show that threads have the potential to steal significant usage away. about Twitter, especially as the Thread app team starts filling in for missing features like hashtags and topic search.”
Meta did not immediately respond to a request for comment.
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