Meta's Twitter clone, Threads, has experienced a significant decline in user engagement since its launch in early July. According to data from Sensor Tower, Threads ended July with 8 million daily active users, down 82% from its peak of 44 million just days after its launch. This decline in user activity is consistent with previous reports of sagging engagement on the app.
CEO Mark Zuckerberg has acknowledged the decline in user numbers but remains optimistic about the app's future. During Meta's earnings call, Zuckerberg stated that he was "quite optimistic" about Threads' trajectory and emphasized the company's focus on retention and improving the app's basics before prioritizing growth and monetization.
One potential reason for the dwindling user base is the lack of popular features on Threads, such as direct messaging and content from influential users. Sensor Tower suggests that these missing features may be contributing to the app's declining engagement.
In response to the decline, Meta has expressed its commitment to improving Threads. Instagram CEO Adam Mosseri has assured users that the team will gradually add new features to the app, addressing missing functionalities like post editing and a personalized feed.
Threads has already made some updates, including the addition of a following tab on its feed. However, it remains to be seen whether these improvements will be enough to prevent further decline in user engagement.
Overall, Threads' decline in user activity is evident from the data, and the lack of key features may be contributing to this trend. While Mark Zuckerberg remains optimistic about the app's future, Meta will need to prioritize retention and continue improving Threads to ensure its long-term success.