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The Downfall of Threads

The Downfall of Threads

Written by Kitty McKee, Paid Social Executive

The Rise and Fall of Threads

Initially considered a platform to rival X (formerly Twitter), Threads achieved rapid success, generating 10 million users in just 7 hours. Threads further expanded its user base to 100 million users within five days, cementing itself as the fastest ever social platform to do so.

By the 5th of November, user engagement significantly declined, with an average daily usage time of just 3 minutes, a dramatic drop from the 21 minutes recorded in July. This contrasts with X’s 200 million daily active users who spend an average of 31 minutes on the platform.

By the end of July, the apps active users declined by 80%, leaving only 8 million. A further 30 million users were added 58 days post-launch, but this growth was insufficient in sustaining its early momentum .

Source: (Search Logisitcs)

What Went Wrong?

All images were generated by DALLE on ChatGPT 4.

Recent reports as of November 5th reveal a significant decline in user engagement on Threads. Despite its record-breaking start, Threads has yet to reach the necessary 1 billion user milestone, often considered essential for platforms seeking lucrative paid advertising opportunities.

The plummet in popularity of Threads is largely due to its limitations and lack of essential features. Users have noted the irrelevance of the content in their newsfeeds and the absence of functionalities such as viewing trending topics or searching for specific content.

Additionally, Meta’s failure to address early user requests for features like a chronological feed, and the platform’s emphasis on commercial content over individuals, has further alienated users.

Technical glitches, particularly with the iOS app updates (source), and a general mistrust linked to its association with Facebook, have also contributed to the platform’s declining appeal.

Lessons for Event Marketers

All images were generated by DALLE on ChatGPT 4.

1. The Importance of Sustained Engagement

While initial hype is helpful, maintaining interest and engagement over time is critical. It’s not enough to draw in a crowd, work needs to go into keeping them invested and involved.

2. Adapting to Change

As event organisers, staying adaptable and responsive to audience needs is key. The digital landscape is always changing, and what works today might not always be the case. Be ready to grow and innovate.

3. Building a Loyal Community

Finally, unlike Threads, which saw a huge drop in user engagement, focusing on maintaining a dedicated audience can bring long-term benefits, especially in the world of event marketing.

Could Threads Make a Comeback?

Despite experiencing a decline, Threads currently sits at 160 million users (Threads Statistics For 2024), and offers a unique opportunity for brands to experiment and engage.

Its current status as a less saturated platform with a more defined user base could be advantageous for brands to connect with target audiences and strengthen their market credibility.

Furthermore, there’s potential for Threads to regain popularity. Meta is actively working to introduce previously missing features and enhance the overall platform experience.

Five months after its initial launch in July, Threads became available across all countries in the European Union. This create an opportunity for Threads to significantly increase its user base, opening new avenues for growth and engagement.


Threads’ rapid rise and subsequent decline in user engagement highlights the importance of continual innovation and adaptability, particularly in event marketing.

Sustained success requires more than just an impactful launch, to maintain positive results a deeper understanding of audience needs is essential.

For more of our insights on Threads, don’t forget to check out our related blog post from Beth Tees, Paid Social Executive.