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5 Reasons of 'Threads' Sudden Rise and Fall in Just 1 Month

5 Reasons of ‘Threads’ Sudden Rise and Fall in Just 1 Month

In the fast-paced world of social media, every so often, a platform emerges that captures the collective imagination of millions, setting the internet abuzz with excitement and anticipation. Threads, the ambitious new social media platform launched by Meta, achieved exactly that. Within a mere five days of its debut, it shattered all previous records by amassing a staggering 100 million sign-ups, leaving competitors in awe and users intrigued.

However, as swiftly as Threads ascended to prominence, its meteoric rise was met with an equally astonishing descent. In just ten short days, the platform experienced a haunting exodus of users, losing more than half of its customer base. The sudden and dramatic shift has left industry experts and users alike questioning the reasons behind this unprecedented rise and fall.

In this article, we will understand five compelling factors that contributed to Threads’ dizzying ascent and subsequent nosedive within the span of a month. By examining the features that initially captivated millions, the missteps that led to disillusionment, and the lessons learned from this whirlwind journey, we hope to shed light on the rise and fall of Threads, offering valuable insights into the ever-evolving world of social media platforms.

5 Reasons of ‘Threads’ Sudden Rise and Fall in Just 1 Month

5 Reasons of ‘Threads’ Sudden Rise

The sudden and remarkable rise of ‘threads’ can be attributed to five key factors. Let’s delve into each of these reasons.

5 Reasons of 'Threads' Sudden Rise and Fall in Just 1 Month
5 Reasons of ‘Threads’ Sudden Rise and Fall in Just 1 Month

Association with Meta

The primary factor that greatly contributed to the sudden rise in sign-ups is undoubtedly due to its association with Meta, the company formerly known as Facebook. Meta’s reputation and vast user base provided a substantial advantage in attracting attention and generating interest in the new threads platform.

Moreover, Meta’s extensive resources and marketing capabilities played a crucial role in promoting the platform to a global audience within a short period. The company’s established presence in the tech industry and its ability to reach millions of potential users through its existing platforms, such as Facebook, Instagram, and WhatsApp, gave threads a head start in gaining traction.

Interest to test

The second major factor that significantly contributed to the sudden rise of ‘Threads’ was the overwhelming interest and curiosity surrounding its functionalities and capabilities. As news and rumors about the platform circulated, it sparked intrigue among users and influencers alike. People were eager to witness how the application would revolutionize the social media landscape and whether it would introduce innovative features tailored specifically for influencers.

The prospect of ‘Threads’ offering new opportunities for influencers to engage with their followers and expand their reach was a topic of great anticipation and discussion within the online community. Users speculated on potential tools that could enhance content creation, improve audience interactions, and streamline influencer marketing strategies.

Leveraging Existing User Base

One of the significant factors that played a crucial role in the sudden rise of ‘Threads’ was Meta’s strategic move to leverage its existing user base. While the association with Meta certainly sparked automatic interest among users, ‘Leveraging Existing User Base’ refers to Meta’s ability to capitalize on the large number of users already present within its ecosystem.

With a simple push of a button or an effortless integration, Meta seamlessly enabled its users to sign up for ‘Threads.’ This seamless onboarding process provided a significant advantage to ‘Threads,’ as it eliminated the need for separate registrations or additional steps, making it easier for users to explore and adopt the new platform.

Celebrity Involvement

The meteoric rise of ‘Threads,’ the social media platform launched by Meta, was greatly influenced by the involvement of high-profile celebrities. Leveraging the immense popularity and influence of these stars, Threads gained widespread attention and a massive influx of users.

With a legion of loyal followers, celebrities possess an unprecedented ability to drive trends and sway public opinion. When notable figures from the entertainment, sports, or business world joined Threads and actively engaged with the platform, their fans quickly followed suit. The allure of connecting with their favorite stars in a more intimate and direct manner drew users in, creating a viral effect that fueled Threads’ rapid growth.

Competition with Twitter

The rapid ascent of the social media platform ‘Threads’ can be attributed, in part, to its fierce competition with Twitter. As both platforms vied for user attention and engagement, they engaged in intense feature development and innovation to stay ahead of one another.

While Twitter had long been a dominant player in the microblogging and short-form content space, ‘Threads’ emerged as a formidable rival by introducing a unique set of features and a fresh user experience. It offered a seamless and visually appealing interface, facilitating immersive storytelling through threaded posts and multimedia content.

5 Reasons of ‘Threads’ Sudden Fall

Having explored the factors behind Threads’ rapid ascent, it is now crucial to examine the 5 reasons that contributed to its abrupt decline within a mere 10-day period, resulting in a significant loss of customers/users.

5 Reasons of 'Threads' Sudden Rise and Fall in Just 1 Month
5 Reasons of ‘Threads’ Sudden Rise and Fall in Just 1 Month

Nothing New

The rapid decline of ‘Threads’ within just 10 days of its release, resulting in the loss of more than half of its sign-up users, can be attributed primarily to its failure to offer any significant innovation or novel features to entice users. Despite being introduced as a standalone social media platform by the same company that owns Instagram, ‘Threads’ failed to provide a unique value proposition that distinguished it from its competitors.

Moreover, the modern social media landscape is already saturated with various platforms, each offering a wide array of content and communication options. People have become accustomed to consuming copious amounts of content on these existing platforms, and the lack of compelling reasons to switch to ‘Threads’ made it a less appealing option.


Threads, an app launched by the parent company Meta (formerly known as Facebook), faced significant competition primarily from Twitter, one of the major social media platforms. When Threads was introduced, it encountered challenges in setting itself apart from the already established and popular Twitter ecosystem. Both platforms aimed to facilitate real-time conversations and connections, making them direct competitors in the social media landscape.

Meta, being the parent company, also owns several other platforms that competed in the same space. Some of these platforms included Facebook, Instagram, and Messenger. These platforms had already amassed large user bases and offered various messaging and communication features, making it harder for Threads to carve out a distinct niche.

Poor user engagement strategies

Without a doubt, retaining users on a social media platform extends far beyond acquiring sign-ups. The key to long-term success lies in the continuous engagement of users through a combination of algorithmically-driven content, interactive features, and fostering opportunities for community building. Threads, unfortunately, encountered challenges in effectively engaging its users after the initial sign-up phase, resulting in a rapid drop-off in user retention.

Successful social media platforms understand the importance of tailoring content to individual preferences using sophisticated algorithms. By presenting users with personalized and relevant content, they are more likely to stay actively engaged. Moreover, interactive features, such as polls, quizzes, and live sessions, create a sense of involvement and ownership among users, driving them to spend more time on the platform.

Sign up From Non-active Users

The decline in active users on Threads can be attributed, in part, to the presence of non-active users signing up on the platform. A significant number of users seem to be joining Threads merely for testing purposes, without any genuine intentions of becoming actively engaged on the new platform.

The influx of such non-active users can have several negative effects on the platform’s overall engagement and user experience. Firstly, it may skew the user engagement metrics, making it appear as if the platform is attracting a higher number of users than it actually retains. This misrepresentation can mislead investors, advertisers, and other stakeholders, leading to a lack of trust and potential financial setbacks.

Secondly, non-active users contribute little to the content generation and interactions on Threads. As a result, the platform might lack vibrant discussions, valuable insights, and meaningful conversations, which are essential for fostering a thriving community.

Saturation Point

In the current digital landscape, social media platforms have reached a saturation point, and it is increasingly challenging to expect individuals to devote more time to these platforms than they already are. With everyone having the same 24-hour day, there is a limit to how much time individuals can allocate to various social media platforms. The availability of numerous platforms makes it even more difficult for users to manage their time effectively and participate actively in all of them.

Also Read: The Evolution of Social Media

shashi shekhar

Completed my PGDM from IMS Ghaziabad, specialized in (Marketing and H.R) "I truly believe that continuous learning is key to success because of which I keep on adding to my skills and knowledge."

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