Threads Daily Users Drops 82% Since Launch

Instagram’s Threads launched to the world on 5 July 2023. The social media site was bid as Instagram’s answer to X (formerly Twitter), and its unveiling couldn’t have come at a more opportune time.

Elon Musk’s takeover and subsequent rebranding of Twitter has left the platform in a state of disarray. Many users are frustrated over Musk’s contentious leadership style. Most agree that the Twitter owner’s impulsive decision to replace the site’s iconic blue bird logo with an ​‘X’ is an important lesson in ​‘how not to rebrand a business’.

With this in mind, it seemed the launch of Threads was the perfect opportunity for Instagram to capture the market and convince disgruntled Twitter users to make the switch. And, with the app reporting 49 million daily active users on July 7^th, it appeared all was going to plan.

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