Just a month after an unprecedented launch that saw more than 100 million sign-up for Threads, user engagement has fallen 50%, and active users have fallen 20%. That analysis comes from Anthony Bartolacci of Sensor Tower, an app data provider. Data from analytics firm Similarweb showed a more than 25% drop in daily active users.
Analysis on Music Ally found that 14 of the most popular 20 musicians on Instagram have not connected their accounts to Threads: Ariana Grande, Beyoncé, Justin Bieber, Taylor Swift, Nicki Minaj, Zendaya, Cardi B, Rihanna, Chris Brown, Drake, Billie Eilish, Lisa from Blackpink, Dua Lipa and Snoop Dogg. Miley Cyrus and Katy Perry have Threads profiles set up but have not posted, and Jennifer Lopez, Demi Lovato, and Shakira last posted a week ago, while Selena Gomez posted two weeks ago.
However, Threads’ connection to Instagram and Meta’s considerable resources means that it will improve and evolve. In a show of just how dedicated Meta is to Threads’ success, last week, senior executive Adam Mosseri, who oversees the app, moved back to the US after just a year in London to be closer to Meta HQ and the core Threads team. It’s also often true that being an early adopter of a platform gives you a head start, and 80 million active users is still a considerable audience looking for content.
Why Should YOU Care?
With such a massive explosion onto the scene, Thread’s current downward trend feels almost inevitable. Knowing whether or not this is long term will be crucial in getting the most out of your artist’s social media marketing.