Zuckerberg’s Threads Is Playing It Too Safe to Beat Musk’s X
Meta’s CEO needs to worry less about cannibalizing cash cow Instagram and more about taking on Twitter.
Tap, tap, tap … is this thing on?
Source: STEFANI REYNOLDS/AFP via Getty Images
Building traction for any new social media app is difficult — but not nearly as difficult as maintaining it. A month and a half on from its blockbuster launch, that’s the challenge facing Threads, Mark Zuckerberg’s supposed Twitter killer. So far things don’t seem to be going all that well.
The number of active users of Threads, which was downloaded some 100 million times in the first few days, has dropped by 60% to 70%, according to SensorTower. More troubling for the Meta chief executive officer is that the average time spent daily on the app has fallen to just 2.5 minutes, compared with around 30 minutes a day for Twitter (or X, if you must) and around an hour for Instagram.