In a scene unfamiliar with the world of technology and social media platforms, the “Threads” app for short blogs achieved unprecedented success in a short period of time and then jumped back again, losing its luster in another short period.

And after shining since its launch on July 6th, when the number of followers on “Treds” reached 100 million people in just 5 days, this glow began to fade a few days after its launch, with the reluctance of millions of users to leave the application launched by the company “Meta”, and many thought that it would become one of the alternatives to “Twitter”.

Significant reduction in reactivity

Data from several engagement monitoring sites, including Similarweb, showed a 20% decrease in daily active users and a 50% decrease in the time users spend in the app.

A similar site reported a 25% drop in daily active users and over 50% reduction in app usage time.

This change in user behavior highlights the difficulty new platforms face in sustaining interest as curiosity about them ran out of steam in the early days and Threads has a difficult road ahead of it to establish itself as an integral part of user social media habits.

Threads followed the path of many platforms, which generated huge interest at launch, but interest quickly fell to a lower level, highlighting the challenge of retaining users in the fast-paced world of social media.

Many of the stats mentioned are based on Android usage, which is somewhat easier to track than iOS users.

Bushra for Twitter

In a post titled “Threads,” Instagram CEO Adam Mosseri said that Meta is not currently focusing specifically on interaction metrics with the Threads platform, writing, “Right now, we’re not focusing on engagement, which is of course important, but on overcoming the initial hurdles we see with every new product, building new features, and improving productivity.”

And while the decline in engagement with Threads may sound like good news for Twitter, the company still has a lot to worry about its new competitor.

And expert David Carr wrote on SameWeb that there are “some indications” that at least some of Threads’ interactions took place on a Twitter account.