One year of Instagram Threads: Is this app really worth it?

• #Instagram
• #Marketing

100 million users in just five days – this is how the impressive journey of Instagram Threads began in July 2023. But one year on, many are asking: is this app really worth it? Despite its lightning start and huge user base, Threads has had its challenges. The initial enthusiasm quickly faded and usage dropped dramatically. So is Threads a real game-changer or just a short-lived hype? Find out in this article if this app is really worth using.

What are threads?

Threads is a standalone messaging app developed by Instagram, part of Meta (formerly Facebook). Launched in October 2019, the app provides a platform for private communication between close friends. Threads allows users to quickly share photos, videos, messages and status updates with a selected group of contacts. Unlike general social media platforms, the focus is on intimacy and personal exchange.

Threads: A brief look back

The idea was to offer users a more intimate and personal communication experience, away from the broader social interactions on Instagram. The app was designed to make it quick and easy to share photos, videos, messages and status updates with a select group of friends.

Key functions of threads

• Automatic status: A function that automatically updates the status based on the user’s location and activity to inform friends of their current state.
• Direct camera use: Quick sharing of photos and videos directly from the camera app. This makes it easier to interact and share moments.
• Close friends list: A special list of friends with whom users communicate particularly frequently and intensively.

The launch of Threads was also a strategic response to the growing competition in the messaging app space. With competitors such as Snapchat also relying heavily on visual communication and close circles of friends, Threads was an attempt to strengthen Instagram’s position in the private messaging space.

Statistics from 2023 until today

July 2023: The lightning start

Threads reaches 100 million users within five days, making it the fastest growing app in history.

August 2023: Start of the decline

A decline in active users begins as many uninstall the app.

October 2023: Availability in the EU and Germany

Meta announces that Threads is available in the EU and Germany to support user growth.

December 2023: Active user numbers drop

Despite the initial hype, monthly active users drop to around 50 million.

February 2024: Dwell time decreases

Time spent on the app drops to an average of 10 minutes per day

April 2024: Uninstallations increase

An estimated 60 million users have uninstalled the app.

June 2024: Stabilisation of user numbers

Monthly active users stabilise at around 40 million.

Number of active users in 2024

In 2024, the number of monthly active users stabilised at around 40 million. This is a significant decline compared to the initial 100 million users within the first five days of launch. Despite this decline, there is still a loyal base that continues to use the app regularly.

Time users spend on the app

The average time users spend on Threads is around 10 minutes per day. This usage time shows that the application is still being used, but not as intensively as in the early days. Initially, the average time spent on Threads was around 30 minutes per day, reflecting the initial enthusiasm. Users appreciate the app for quick, uncomplicated communication, but this initial enthusiasm seems to have flattened out.

Number of cancellations and decline in usage

A key factor in the decline in user numbers was the high number of uninstalls. Many users reportedly uninstalled the app by the end of 2023, leading to a significant drop in active users. An estimated 60 million users uninstalled the Threads app in 2024. This suggests that many users did not find the app useful enough to keep it permanently.

A thrilling comparison between three giants

Threads from Meta got off to a flying start. Within the first week of its launch in July 2023, Threads recorded an incredible 100 million registrations, thanks to its integration with Instagram. But the initial hype didn’t last long. The number of active users dropped dramatically to 20-30 million per month by early 2024. The rapid decline shows that Threads faces serious challenges in retaining its users.

By comparison, TikTok has seen far more sustained success. Since its international launch in 2018, TikTok has steadily grown in popularity. By the end of 2023, the platform had reached an impressive 1.2 billion monthly active users, and by 2024 this figure had risen to around 1.5 billion. TikTok’s viral algorithm and its ability to engage users with short, entertaining videos make it a phenomenon that dominates the world, especially in the US and Asia.

Facebook, on the other hand, has established itself as one of the largest social networks since its launch in 2004. By the end of 2023, Facebook will have around 2.8 billion monthly active users. Despite its age, Facebook remains relevant, particularly through continuous innovation and the integration of various services such as Facebook Marketplace and Facebook Watch. The platform attracts a broad demographic of users, from young adults to older generations.

Comparing the three, it is clear that TikTok impresses with its steady growth and strong engagement, while Facebook stands out with its long-standing presence and broad user base. Threads, on the other hand, shows that a quick start does not always guarantee long-term success, especially if user loyalty cannot be secured in the long term.

Pros and cons of threads

Advantages

• Integration with Instagram: Seamless connection and use for Instagram users.
• Private communication: Focus on close friends and private chats.
• Automatic status: Practical updates based on activity and location.
  

Disadvantages

• Retention: Weak long-term retention and high uninstall rate.
• Limited functionality: Limited functions compared to other messaging apps.
• Competitive pressure: Strong competition from established apps such as Snapchat and TikTok.

User feedback and reviews

User feedback on Threads has been mixed. While some praise the app for its intimacy and ease of use, others criticise its limited features and lack of innovation. Many users criticise the lack of engagement and the lack of incentives to use the app in the long term.

Future prospects for threads

The future of Threads depends heavily on the upcoming updates and improvements that Meta is planning. To survive in a competitive market, Threads needs to introduce innovative features and improve the user experience. Otherwise, the app may continue to lose relevance.

The rescue for threads

1. Extended functions: Introducing new, attractive features to improve the user experience.
2. Incorporate user feedback: Actively listening to users’ needs and wants.
3. Marketing campaigns: Stronger advertising and incentives to attract new users and retain existing users.

Conclusion: Are threads worthwhile after a year?

After one year, Threads is showing both impressive successes and significant challenges. The lightning start with 100 million users within five days was impressive, but long-term retention remains a major problem. With around 40 million active users in 2024 and an average dwell time of 10 minutes per day, it is clear that the app still has room for improvement. Whether Threads is worthwhile in the long term depends on future developments and improvements to the app.