Meta’s app, ‘Threads’, experienced a drastic decrease in its user base, dropping by over 80% and ending July with only 8 million daily active users.

Meta's app, 'Threads', experienced a drastic decrease in its user base, dropping by over 80% and ending July with only 8 million daily active users.

Threads, Meta’s Twitter Clone, Struggles to Retain Users


Meta, formerly known as Facebook, released its highly anticipated Twitter clone called Threads in early July. The app gained significant attention and even managed to attract a staggering 100 million users in its first five days. However, recent data indicates that user engagement with Threads has significantly dwindled since its initial launch.

According to market intelligence firm Sensor Tower, Threads closed the month of July with only 8 million daily active users, representing a staggering 82% drop from its peak daily active user count of 44 million. This precipitous decline in engagement paints a clear picture of where the app currently stands in terms of user activity.

It’s worth noting that this downward trend is not entirely surprising. Last Thursday, Meta CEO Mark Zuckerberg discussed the declining user engagement with Threads during an internal meeting with employees. It was reported that he acknowledged the app had lost over half of its users since its launch.

Sensor Tower suggests that the lack of popular features, such as direct messaging and content produced by influential influencers, may be one of the reasons behind the app’s dwindling user base. Users are likely seeking a more robust and comprehensive social media experience, which Threads currently lacks.

When asked for comment, a Meta spokesperson pointed to Zuckerberg’s remarks during the company’s earnings call last Wednesday. Zuckerberg expressed his optimism about the trajectory of Threads, stating, “We saw unprecedented growth out of the gate, and more importantly, we’re seeing more people coming back daily than I’d expected.” He also emphasized that Meta’s current focus is on retention and improving the basics of the app before shifting towards growth and monetization.

Similarly, Instagram CEO Adam Mosseri has acknowledged the need to add missing features to Threads gradually. Mosseri assured users that his team would introduce necessary tools, such as post-editing capabilities and a feed displaying content solely from followed accounts. He mentioned that the team was “pumped to start shipping improvements” soon after Threads’ hasty production and release.

Since then, Threads has made some updates, including the addition of a following tab to its feed, among other features, according to Threads programmer Cameron Roth. However, it remains to be seen whether these improvements will be sufficient to salvage Threads’ user base and prevent its further decline.

The current situation with Threads serves as a reminder that the highly competitive landscape of social media demands constant adaptation and innovation. Users have ever-evolving expectations, and social media platforms must consistently deliver exciting and engaging features to retain their audience.

In the case of Threads, Meta is aware of the challenges and remains optimistic about its future. As the company continues to prioritize user retention and enhance the app’s fundamentals, it aims to regain its initial momentum and build a thriving user community. Only time will tell if Threads can stitch together a path to success or if it will ultimately unravel under the weight of user expectations.