Meta Platforms’ latest social media venture, Threads, has reached over 175 million monthly active users, according to CEO Mark Zuckerberg.
This milestone was shared on Wednesday, just shy of the platform’s first anniversary. Threads, launched on July 5 last year, aimed to capitalize on the turbulence surrounding Twitter, now rebranded as X, following its acquisition by billionaire Elon Musk.
Within a week of its release, Threads amassed 100 million users, thanks in part to seamless integration with Instagram, allowing users to quickly set up their Threads profiles. Despite this rapid initial growth, user retention has been a challenge.
Reflecting on the platform’s progress, Zuckerberg posted, “What a year,” on Threads. He had previously reported in April that the platform had surpassed 150 million monthly active users.
While the monthly average user count is impressive, it only provides a partial view of Threads’ success. The platform has not disclosed other important metrics such as daily active users and average time spent per user. This lack of detailed engagement data raises questions about the platform’s actual popularity and user commitment.
Market intelligence firm Sensor Tower highlighted that despite international growth and the addition of new features, Threads has struggled with user engagement. Last month, the average user logged three sessions and spent seven minutes per day on the app, marking a 79% and 65% decline, respectively, from the previous July.
One notable characteristic of Threads is its ad-free environment, which means it generates little to no revenue for Meta. Recently, Threads joined the Fediverse, a collective of social media platforms supporting the ActivityPub protocol, allowing for cross-platform user interaction.
Jasmine Enberg, an analyst at eMarketer, commented on Threads’ identity crisis, stating, “A year after launch, we know what Threads isn’t, but we don’t know what it is.” She noted that the platform’s lack of clear direction and unique content could hinder its growth. Enberg also speculated on Meta’s strategic options, suggesting the company might reconsider keeping Threads as a standalone app versus integrating its engagement back into Instagram. However, she noted a positive sign: “Advertiser interest in the platform is high.”
As Threads approaches its first anniversary, Meta faces the challenge of defining the platform’s role in the social media landscape and enhancing user engagement to ensure its long-term success.
