Meta’s Threads Is Already Unravelling

This piece first appeared on my newsletter, <a href="https://trendmill.substack.com/" rel="noopener ugc nofollow" target="_blank">Trend Mill</a>. You can <a href="https://trendmill.substack.com/subscribe" rel="noopener ugc nofollow" target="_blank">subscribe for free</a>. Meta’s Threads app became the fastest-growing consumer application in history when it hit the 100 million user mark in the blink of an eye. Even a diehard Meta-cynic like myself couldn’t help but be impressed with the rollout. And while I was less impressed with the product — I stopped using it after a few days — I thought it was only a matter of time before Threads surpassed the user numbers of Twitter (now, of course, called X). <a href="https://trendmill.substack.com/p/twitter-is-hanging-by-a-thread" rel="noopener ugc nofollow" target="_blank">I even wrote as much</a>: <blockquote> It’s only a matter of time before Threads is bigger than Twitter. It could even happen in the next couple of weeks. But it’s also clear this app won’t kill Twitter, not in its current copy-and-paste format. </blockquote> Nearly a month on, I sit at a 50% strike rate for those predictions. Threads hasn’t leapfrogged X, but nor has it killed its rival. While Elon Musk seems to be doing his best to try (we only need to look at the <a href="https://trendmill.substack.com/p/x-marks-the-stop" rel="noopener ugc nofollow" target="_blank">spontaneous rebrand and destruction of 15 years of brand equity</a>), it’s still alive and kicking. In reality, Thread’s growth is already stagnating, with the estimated user count currently at <a href="https://www.quiverquant.com/threadstracker/" rel="noopener ugc nofollow" target="_blank">122 million</a>. Bear in mind 100 million turned up in the first week. It appears most users who were eager to switch over have done so, and now the flow is starting to trickle. That’s despite Instagram’s user base being over 1.4 billion; it only needed to convert ~20% of those users to achieve that target. <a href="https://entrepreneurshandbook.co/metas-threads-is-already-unravelling-5bdbe0010ed0">Read More</a>