Creator Economy Newsdesk

The Unravelling of Threads: Meta’s New App Sees Dramatic Drop In Engagement

Meta's latest app sees a 79% decline in daily active users, leaving creators, users, and marketers asking: “Is Threads already over before it even really started?”

Jack Shute August 16, 2023 — 2 minutes read

Threads has seen its engagement drop by 79% to just 576,000 daily active users, following its peak of 2.3 million in early July.

Coined as the ‘Twitter (now X) rival app’, Threads took over the internet when it was posed by users to be “the death of Twitter”. Although Meta’s newest social media platform intended to become X’s biggest rival, it seems its popularity has slumped after the hype that surrounded its initial release.

Created as a platform for “creators and public figures” with a tagline: “Instagram for your thoughts,” Threads now boasts 120 million users according to the most recent data, but growth has also started to slow down.