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The social media failure of Threads
Why Threads failed to replace Twitter / X
Find and Scale
November 14, 2024
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Why Threads failed to replace X
When Meta unveiled Threads in July 2023, it aimed to be the perfect contender to dethrone X (formerly Twitter). Launched during Elon Musk’s controversial shakeup of X, Threads was timed to seize the moment. However, as the initial buzz faded, the platform found itself grappling with dwindling user numbers, limited engagement, and a lack of clear differentiation.
Startup Story of Threads by Meta
The social media play to replace X
Threads was Meta’s response to Elon Musk’s turbulent acquisition of Twitter, which was undergoing chaotic policy shifts, controversial paywalls, and erratic moderation. Meta saw an opportunity to swoop in with Threads—a polished, streamlined text-based platform designed to address the frustration of X users, and convert their 3.1 billion active users on Instagram and Facebook to a new social app.
“We’ve always known there’s room for a platform where public conversations can thrive. Threads was our answer to that need.”
Meta leaned heavily on its existing assets to ensure Threads’ rapid adoption. Instagram's integration allowed seamless account setups and pre-existing follower networks. Coupled with strategic marketing, Threads was seeing explosive growth, reaching 100 million users within five days—a record in the tech world. However, rapid growth wouldn’t necessarily translate into sustained success for Threads.
User Growth and Engagement
Users flooded in, excited by the promise of a platform that felt like X without the noise. For Meta, this was validation of its strategy to create a “text-first” space linked to its visual-first platforms. By mid 2024, Threads had reported over 275 million monthly active users, indicating that the app still held potential for broader adoption.
“The initial response was incredible; people were excited about the idea of a new space for real-time conversations.”
But explosive signups masked a deeper problem of engagement. Only a few months after launch, Threads saw its daily active users plummet by 80%. The average time spent on the app nosedived from 20 minutes to under three minutes. While millions downloaded Threads, few found reasons to return.
“We underestimated how much users rely on discovery features and real-time trends to make platforms like this engaging.”
Much of the decline stemmed from missing features. Threads lacked hashtags, trending topics, and discovery tools—core elements for a platform aiming for a real-time dialogue. Without them, users found the app static and Threads was unable to capture the pulse of live conversations and communities. It seemed that their launch had been rushed too quickly while X was in the midst of a shift.
Why Meta failed with Threads
With low engagement and a declining number of active users, Threads reliance on Instagram’s user base turned into a liability. Instagram users are visually driven, accustomed to photos and short videos, not long-form text conversations. Threads required a behavior shift that many weren’t willing to make.
“Threads is designed to be a space where communities can engage in real-time discussions. Slightly different from Facebook and Instagram.”
Meanwhile, X remained resilient despite its controversies. Its dominance in breaking news, live events, and cultural discourse meant users were reluctant to abandon it. Threads, by contrast, failed to position itself as indispensable. Without a unique appeal, it felt like a polished clone rather than a necessary alternative.
Motivating Creators to Create
Another mistake that was realized too late was that Meta launched Threads without a revenue model or monetization tools. Creators and brands—the lifeblood of social platforms—had little incentive to invest time or resources in building a presence.
Contrasting this with Elon’s launch of the new creator economy for X, allowing users to get paid based on engagement, the short-lived dip in content during the takeover of X had returned with a dramatic increase of over 40% more posts on the platform.
“Our goal with Threads is to create a place where people can connect over shared interests, but finding those interests if the first step"
Threads hit the market early to capitalize on X’s turmoil, but missing features and a lack of engagement sent a message that the app wasn’t ready. It is unclear how much Meta invested into Threads during its launch, but estimates is that they have lost millions in marketing and development with no clear path to revenue.
“It’ll take time to build something truly great. Threads has the potential to grow into a platform people rely on every day.”
Threads isn’t dead, but it’s struggling to find its footing. The app has rebounded slightly this year, reporting an increase in their 275 million monthly active users thanks to new features and updates. However, with X now up and running it faces much harder competition in one of the few social media spaces not dominated by Meta.
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