Is the Threads' hype over?

Emre Çitak
Aug 1, 2023

In recent weeks, Meta's social media app, Threads, which was launched as an alternative to Twitter, has experienced a significant decline in user engagement.

Despite an impressive start, with over 100 million sign-ups within the first five days of its launch on July 5, the number of active users has dropped substantially. Reports show that daily active users fell from 49 million on July 7 to 23.6 million on July 14.

While this decline in user engagement has raised concerns, Meta CEO Mark Zuckerberg remains optimistic about the future of Threads, attributing the drop to normal fluctuations in user behavior.

Threads user engagement decline
Threads' daily user engagement has almost halved

Initial surge and subsequent decline of Threads

Upon its launch, Threads garnered immense popularity, with more than 100 million sign-ups in just five days. The platform, aiming to rival Twitter, seemed promising in its early days, attracting millions of users to engage in its unique offering.

However, within weeks, the situation changed dramatically, and the number of active daily users plummeted. As of July 14, Threads experienced a considerable drop in daily active users, down to 23.6 million from the peak of 49 million on July 7.

Is Zuckerberg's retention strategy viable?

In an internal town hall meeting as reported by Business Today, Mark Zuckerberg acknowledged the decline in user engagement on Threads. However, he expressed optimism, stating that the retention rate was better than what the executives had expected, although it was not perfect.

The Meta CEO emphasized the need for continuous improvement to enhance the user experience and ensure continued engagement with the platform. To achieve this, Zuckerberg and his team are planning to add more "retention-driving hooks" to encourage users to return to the app.

Threads user engagement decline
Many users who were not happy with the direction Twitter was going saw Threads as a great Twitter alternative

One such strategy includes allowing Instagram users to view important Threads within the Instagram app, as suggested by Chief Product Officer Chris Cox. These efforts aim to address the challenges of retaining users and ensuring the growth of Threads in the long run.

Threads vs. Twitter

Threads was introduced as a competitor to Twitter, looking to capitalize on Twitter's period of turmoil following its takeover by Elon Musk. Twitter has faced several controversies under Musk's leadership, leading to declining advertising revenue and user engagement.

Especially the recent rebranding of Twitter as X and all the controversy around it pushes users towards a strong alternative.

Read alsoThreads vs Twitter: Features comparison.

Meta seized the opportunity to offer an alternative platform, promising a digital town square filled with positivity and connection. However, Threads' decline in user engagement raised questions about its ability to keep users posting on the platform regularly, especially in comparison to Twitter's substantial user base.

Threads' lack of certain functionalities, including desktop access and hashtag searches, may have contributed to this decline.

In Wall Street Journal, Lia Haberman, a social media marketing lecturer, stressed the significance of user engagement and interaction for social media platforms. She highlighted that Threads, despite its popularity during the initial sign-up phase, needs to focus on fostering meaningful user interactions to thrive as a for-profit business


Tutorials & Tips

Previous Post: «
Next Post: «


  1. bruh said on August 18, 2023 at 1:25 pm

    Uhh, this has already been possible – I am not sure how but remember my brother telling me about it. I’m not a whatsapp user so not sure of the specifics, but something about sending the image as a file and somehow bypassing the default compression settings that are applied to inbound photos.

    He has also used this to share movies to whatsapp groups, and files 1Gb+.

    Like I said, I never used whatsapp, but I know 100% this isn’t a “brand new feature”, my brother literally showed me him doing it, like… 5 months ago?

  2. 💥 said on August 18, 2023 at 3:55 pm

    Martin, what happened to those: 12 Comments ( Is there a specific justifiable reason why they were deleted?

    Hmm, it looks like the gHacks website database is faulty, and not populating threads with their relevant cosponsoring posts.

  3. 45 RPM said on August 19, 2023 at 6:29 pm

    The page on ghacks this is on represents the best of why it has become so worthless, fill of click-bait junk that it’s about to be deleted from my ‘daily reads’.

    It’s really like “Press Release as re-written by some d*ck for clicks…poorly.” And the subjects are laughable. Can’t wait for “How to search for files on Windows”.

    1. owl said on August 20, 2023 at 12:51 am

      > The page on ghacks this is on represents the best of why it has become so worthless, fill of click-bait junk…

      Sadly, I have to agree.

      Only Martin and Ashwin are worth subscribing to.
      Especially Emre Çitak and Shaun are the worst ones.

      If intended “Clickbait”, it would mark the end of Ghacks Technology News.
      Ghacks doesn’t need crappy clickbaits. Clearly separate articles from newer authors (perhaps AIs and external sales person or external advertising man) as just “Advertisements”!

      We, the subscribers of Ghacks, urge Martin to make a decision.

  4. chessandonions said on August 20, 2023 at 12:40 am

    because nevermore wants to “monetize” on every aspect of human life…

  5. Frank Rizzo said on August 20, 2023 at 11:52 pm

    “Threads” is like the Walmart of Social Media.

  6. Ashray said on August 21, 2023 at 4:06 pm

    How hard can it be to clone a twitter version of that as well? They’re slow.

  7. Paul(us) said on August 21, 2023 at 5:16 pm

    Yes, why not mention how large the HD files can be?
    Why, not mention what version of WhatsApp is needed?
    These omissions make the article feel so bare. If not complete.

    1. Paul(us) said on August 21, 2023 at 5:18 pm

      Sorry posted on the wrong page.

  8. Marc said on August 21, 2023 at 6:00 pm

    such a long article for such a simple matter. Worthless article ! waste of time

  9. plusminus_ said on August 21, 2023 at 7:54 pm

    I already do this by attaching them via the ‘Document’ option.

  10. John G. said on August 21, 2023 at 11:43 pm

    I don’t know what’s going on here at Ghacks but it’s obvious that something is broken, comments are being mixed whatever the article, I am unable to find some of my later posts neither. :S

  11. Tom Hawack said on August 23, 2023 at 2:28 pm

    Quoting the article,
    “As users gain popularity, the value of their tokens may increase, allowing investors to reap rewards.”

    Besides, beyond the thrill and privacy risks or not, the point is to know how you gain popularity, be it on social sites as everywhere in life. Is it by being authentic, by remaining faithful to ourselves or is it to have this particular skill which is to understand what a majority likes, just like politicians, those who’d deny to the maximum extent compatible with their ideological partnership, in order to grab as many of the voters they can?

    I see the very concept of this as unhealthy, propagating what is already an increasing flaw : the quest for fame. I won’t be the only one to count himself out, definitely.

    1. Tom Hawack said on August 23, 2023 at 2:34 pm

      @John G. is right : my comment was posted on [] and it appears there but as well here at []

      This has been lasting for several days. Fix it or at least provide some explanations if you don’t mind.

  12. Tom said on August 24, 2023 at 11:53 am

    > Google Chrome is following in Safari’s footsteps by introducing a new feature that allows users to move the Chrome address bar to the bottom of the screen, enhancing user accessibility and interaction.

    Firefox did this long before Safari.

  13. Mavoy said on September 16, 2023 at 2:17 pm

    Basically they’ll do anything except fair royalties.

Leave a Reply

Check the box to consent to your data being stored in line with the guidelines set out in our privacy policy

We love comments and welcome thoughtful and civilized discussion. Rudeness and personal attacks will not be tolerated. Please stay on-topic.
Please note that your comment may not appear immediately after you post it.