Meta Threads: Launch, Metrics, and What It Means for Marketers

Written by: The Umbrella Academy – Khanyisile Mduli, Nombulelo Ngwendu, Nyiko Shaun Maphosa, Siphamandla Mabaso, Thamsanqa Yawathe, Tshepo Makoni

Before Meta Threads launched, influencers, content creators, and public figures were searching for a fresh text-based social platform, something built for real-time public conversations, but also connected to Instagram’s visual ecosystem. On July 5, 2023, Meta answered with Threads, instantly sparking waves across the tech and social media industries (Backlinko).

After surpassing 100 million registrations in just five days, the app broke the record for one of the fastest-growing platforms ever. This wasn’t just hype; it showed that there was real demand for an alternative to Twitter (now X), which faced user dissatisfaction following Elon Musk’s 2022 takeover and the following changes to its policies . Meta placed Threads in a strategic location to fill the void created by that turbulence.

Explosive Launch and Growth

Threads had a record-breaking launch, hitting 10 million users within seven hours and 100 million by the fifth day, even surpassing ChatGPT’s growth pace (Reuters). By using Instagram’s user base, celebrity endorsements, and media buzz, Meta quickly positioned Threads as a “Twitter competitor.” Its user base grew from 150 million monthly active users at the start of 2024 to over 300 million within months, eventually reaching 400 million monthly active users and 115 million daily active users in less than a year (Business on Apps). Updates like direct messaging drove further spikes in interest, reflected in Google Trends data from July and August 2023 .

Retention Challenges and User Behaviour

Threads experienced setbacks despite its record-breaking start. According to outside reports, within the first ten days, churn rates were close to 70%. By the end of the first month, the average time spent per user had decreased from 20 minutes at launch to just four minutes (Sensor Tower). This reflected a cooling of initial excitement and difficulty sustaining engagement beyond early adopters.

Interestingly, compared to Instagram’s lifestyle-focused environment, usage trends tended towards political conversations and community issues. Threads gained popularity for news and conversation, but users looking for more casual, community-focused interaction ran the risk of being alienated.

What Credible Tools Reveal

Google Trends: Highlights search surges at launch and during feature rollouts, giving marketers insight into when public interest is highest.
GWI Connecting the Dots 2023 Report: Found that 1 in 10 internet users had tried Threads early on, with a strong intent to continue sign of platform stickiness among younger, digitally savvy audiences.
Meta Transparency Reports: Confirm that Threads applies Instagram-style content moderation and ranking systems. Posts repeatedly flagged by fact-checkers face reduced visibility across Meta platforms, underlining the need for brand-safe strategies.

Benefits and Challenges

Benefits:

Integration with Instagram ensures easy onboarding and broad reach.
Provides a real-time, conversational space for thought leadership, live events, and cultural commentary.
Early adopters, particularly creators and micro-influencers, benefit from generous organic reach.

Challenges faced:

Retention challenges and user drop-off raise questions about long-term loyalty.
Content moderation means credibility is essential brands risk reduced visibility if flagged for misinformation.
Comparable Platforms Resemble: Users have noted how Threads can resemble a text-only version of Instagram. Brands may seem diminished when sharing identical or nearly identical content across various platforms instead of enhancing that messaging

Recommendations for Potential Users and Brands

Start small with pilot campaigns and A/B tests.
Share conversational content tied to culture and commentary.
Use Instagram integration but adapt content for Threads.
Monitor retention and adjust posting style and cadence.
Involve micro-influencers to build authenticity.
Align campaigns with new feature rollouts.

To wrap it up

Meta Threads grew rapidly, fueled by Instagram’s network and Twitter’s decline, and has evolved into a legitimate platform with 400M users. For marketers, it offers opportunities in experimentation and community building but requires caution due to churn, evolving ad tools, and regulations. Success lies in starting lean, tracking results, and staying agile as the platform finds its identity.