
Meta's Twitter-based Threads sits near the bottom of the most popular U.S. social apps, ahead of only Tumblr, per Insider Intelligence's initial Threads forecast.Upon its introduction, Threads experienced a surge in users, which was partly due to its straightforward sign-up process for existing Instagrammers, and spawned interest in it as a mainstream substitute for X, formerly referred to as Twitter. As various research firms have reported, X is experiencing shrinking user numbers under Elon Musk's control. Insider Intelligence principal analyst Jasmine Enberg has claimed that Threads needs to acquire an identity distinct to that of Instagram and X, in order to become a serious contender in the social media landscape.
Meta's Threads real-time messaging app is having difficulty sustaining the momentum it generated with its blockbuster July debut, now ranking among the least popular social media platforms, lower than even Tumblr--according to Insider Intelligence's just-released Threads forecast. That projection predicts that by 2023, the app will have only 23.7 million US users, significantly lagging behind Facebook (177.9 million), Instagram (135.2 million), and TikTok (102.3 million). Its closest competitor, X, will still have double the amount of US users (56.1 million). Insider Intelligence asserted that for the US market, Threads will be "second-to-last among social networks" until 2025.Meta declined to comment for this piece.The forecast aligns with the data from mobile analytics firms such as Sensor Tower and Similarweb which reveals that usage of Threads is on the decline. At launch, its ability to be signed up for effortlessly (for Instagram users) and being a more widespread alternative to X (whose users have reportedly been getting fewer because of its relation to Tesla's Elon Musk) were factors in its quick growth. However, according to Insider Intelligence principal analyst Jasmine Enberg, the app cannot rely on their competitor's defection for its expansion.In the case that Musk does impose a fee for X user, Enberg posits that it could create an "clearer avenue to monetize Threads." So far, however, Meta CEO Mark Zuckerberg has denied any plans of monetizing Threads until it is larger and more popular.To give the app a boost, Meta has been incorporating new features like a desktop version and a search tool. Advertisers and creators have previously said to CNBC that Threads needs analytics tools and other features to become a more attractive platform to invest time and resources in.The only way for Threads to become more than an adjunct of Instagram or an option for ex-X customers, according to Enberg, is to make it stand out with a captivating experience, like TikTok.
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