Let’s take a close look at the current numbers.
Threads’ quick start surprised many in the industry. The key metric that is measured is not the number of apps installed but the daily actual engagement. This means how many people used the app each day and how long did they use it for as a measurement tool rather than how many people have the app on their phone.
Since the initial push for Threads, daily user engagement peaked at 44 million users and 19 minutes per day, but in the short time (3 weeks since that peak) that Threads has been up, engagement has steadily eroded with recent articles in Forbes and other sources pointing to as of July 21, only 13 million daily users and only 4 minutes of engagement per day.
This is CLEARLY showing that people are not finding the app as useful as they had hoped. Additionally features that are not available on the app (such as the ability to use it on a desktop) have limited it as a resource.
Contrasting this to Twitter (now called X), their user engagement statistics are at 200 Million daily active users and an average time of engagement right around 30 minutes per user per day. Looking at these figures it is pretty easy to see that Threads as a social media app has not gained the traction that was initially hoped. Will it? Perhaps…once more features are added, but in the current state, best practices are to focus social media efforts on platforms that are commanding more presence and for longer amounts of time on a daily basis.
