Meta Threads engagement has dropped off: Sensor Tower, SimilarWeb

What happens is bound to happen – at least as long as users participate in Threads, YuanTwitter’s new competitor.

Last week, the text-based social media platform reported a record 100 million signups in just five days, but growth and engagement on the service has declined, according to data from Sensor Tower and Sametimeweb.

“The launch of Threads really ‘broke the internet,’ or at least the Sensor Tower model,” Anthony Bartolacci, managing director of marketing intelligence firm Sensor Tower, told CNBC. “Sensor Tower has been estimating app installs for over a decade, and Threads The first 72 hours were truly unique.”

But he added that Sensor Tower data showed that user engagement has plummeted since Threads launched: On Tuesday and Wednesday, the number of daily active users on the platform was down about 20% from Saturday, and time spent by users was down. 50%, from 20 minutes to 10 minutes.

“These early returns show that despite the buzz Threads generated during launch, it will still be an uphill climb to become a part of most users’ social networking routines,” said Bartolacci. “Meta’s backing and partnership with Instagram The integration may bring Threads higher traffic than other services, but it needs a more compelling value proposition than simply ‘Twitter, but no Elon Musk’.”

Data from digital data and analytics firm Similarweb shows a similar trend. From its peak on July 7 to Monday, daily active users of Threads users on Android phones worldwide dropped more than 25%. The company hasn’t finished calibrating its models with iOS data.

Sameweb data also shows that usage time has more than halved, with the average time spent on the app by U.S. users falling from about 20 minutes on July 6 to just over eight minutes on July 10.

“We did see a dip in engagement over the weekend, and on Monday we estimated that Threads had 36.6 million active users on Android,” David Carr, Senior Insights Manager at Sameweb, told CNBC. Initially, not every user was like other social apps. Programs access Threads as often as they do. “

Since its debut on July 5, Threads has made headlines for its Instagram signup integration, algorithm push and positive sentiment from advertisers. Within a day of Threads launching, edge According to internal company data reviewed, users have posted more than 95 million posts and 190 million likes, the report said.

Threads is still in its infancy, and the sign-up frenzy will naturally wear off as users explore the new service and whether the community and the topics it pushes are appropriate.

A Meta spokesperson noted: “While it’s still early days, we’re excited about the initial success of Threads, which has exceeded our expectations. We launched the app a little over a week ago and are now focused on ensuring consistent performance, Deliver new apps.” feature and continue to improve the experience in the coming months. The company also noted that CEO Mark Zuckerberg had commented on Threads that much of the growth to 100 million registered users was organic rather than the result of promotions.

Adam Mosseri, Head of Instagram and Threads at Meta, Already uttered The fact that he doesn’t plan to prioritize news or politics on the new platform means it probably won’t be an equivalent replacement for Twitter for some power users.

“Politics and breaking news will inevitably appear on Threads — and, to some extent, Instagram — but we will not do anything to encourage these verticals,” Mosseri wrote on Threads.

“Meta only needs a quarter of Instagram users to use Threads every month to be as big as Twitter,” Jasmine Enberg, principal analyst at Insider Intelligence, said in a statement.

“Some of the engagement on Threads seems to have been sucked directly from Twitter,” Similarweb’s Carr told CNBC. “In the days leading up to the peak of Threads activity, last Thursday and Friday, Twitter web traffic was down about 5% compared to the same day the previous week. These are admittedly very early indicators, but they do suggest that Threads has the potential to steal Twitter’s Lots of usage, especially when the Threads app team started filling in missing features like hashtags and thread search.”