Zuckerberg’s Threads Tangles With Slow Growth As Web Launch Falls Flat

strongThe Meta Facebook Instagram Threads web application is seen in this illustration photo in Warsaw, Poland on 26 August, 2023. According to recent data, Meta's Threads' much-anticipated web launch last month did not result in a meaningful increase in its user base. JAAP ARRIENS/NURPHOTO/GETTY IMAGES/strong


By Ananya Gairola

New data suggests that the highly-anticipated web launch of Meta’s Threads, which took place last month, has failed to generate significant growth in its user base. 

What Happened: The release of Threads’ web app was met with high expectations, as users had long been clamoring for a fully functional web version of the popular Twitter, now rebranded as X alternative

However, the latest data paints a discouraging picture for the platform, reported TechCrunch, citing Similarweb. 

The Meta Facebook Instagram Threads web application is seen in this illustration photo in Warsaw, Poland on 26 August, 2023. According to recent data, Meta’s Threads’ much-anticipated web launch last month did not result in a meaningful increase in its user base. JAAP ARRIENS/NURPHOTO/GETTY IMAGES

Existing Users Making the Shift: In the U.S., the launch led to a 20% increase in Threads’ website traffic over the past week compared to the week prior. However, it’s unclear whether this spike resulted from new users joining the platform or existing ones transitioning from the native mobile app to the web.

Global Impact Minimal: On a global scale, the impact of the web launch was only a 3% increase in website traffic. 

Naturally, Elon Musk, who acquired Twitter for $44 billion in 2022, has not missed any opportunity to announce the fact that his social media platform still holds sway with features like search, hashtags, and trends that foster real-time conversations—a strength that Threads has yet to replicate successfully.

Mark Zuckerberg has also received backlash for not being as active on the platform as he was during the launch in July and compared to the owner of Threads’ rival platform. 

The Meta Facebook Instagram Threads web application is seen in this illustration photo in Warsaw, Poland on 26 August, 2023. According to recent data, Meta’s Threads’ much-anticipated web launch last month did not result in a meaningful increase in its user base. JAAP ARRIENS/NURPHOTO/GETTY IMAGES

Why It’s Important: Threads’ struggles began shortly after its explosive debut, with Sensor Tower reporting an 82% drop in daily active users since its launch, leaving the platform with a mere 8 million daily users, the report noted.  

The platform attracted 100 million signups just five days after its launch but has since witnessed a drastic decline in user growth and engagement. 

Produced in association with Benzinga




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