Threads app usage plummets despite initial promise as refuge from Twitter – The Guardian

The daily usage of Threads, Meta’s answer to Twitter, continues to slump after a strong start in its first weeks of existence.Engagement with the social media app is down 79% from a high of 2.3 million active users in early July to 576,000 as of 7 August, according to Similarweb, a digital intelligence platform.In addition to users jumping ship, large US companies like the fast food chain Wendy’s, the clothing store Anthropologie and Rare Beauty, a makeup line, have all decreased the number of posts they publish on Threads, Adweek reports.Within the first few hours of its launch on 5 July, Threads garnered an impressive 5m user registrations and within less than a week at least 100 million people had signed up for it, making it the most rapidly downloaded app.But it appears that the initial thrill has steadily waned. On its busiest day, the number of users of Threads was less than half that of Twitter, according to Similarweb data. Twitter averages more than 100 million active daily users.Threads was meant to capitalize on the chaos at Twitter since its takeover by Musk, and unseat the app as a go-to text-based social media platform.Since taking over Twitter in October
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