Instagram’s new text-based conversation app, Threads, has made a remarkable entrance into the social media landscape, surpassing 100 million users in just five days since its launch. This milestone sets a new record for the fastest-growing consumer product globally, according to Meta CEO Mark Zuckerberg. Comparatively, it took TikTok nine months, ChatGPT two months, and Instagram itself around two and a half years to achieve the same feat.
Threads gained traction primarily through organic demand, with minimal promotional efforts thus far. The app’s arrival comes at a time when Twitter users are exploring alternative services due to product and policy changes implemented by Elon Musk that have reshaped the platform’s functionality.
Since its debut on July 5, Threads has experienced an impressive growth trajectory. Within the first two hours, the app garnered 2 million users, and that number soared to 5 million in just four hours. The momentum continued, with Threads reaching 10 million users within seven hours and further climbing to 30 million and 70 million in subsequent days.
However, Threads is still in its early stages and lacks certain features such as direct messages, a chronological ‘following-only’ feed, and a functional web interface. Nonetheless, Instagram head Adam Mosseri emphasized that the goal of Threads is not to replace Twitter but rather to provide a space for communities on Instagram and Twitter to engage in more constructive conversations.
The success of Threads appears to have unsettled Musk, who has taken to Twitter to mock the app and Zuckerberg. In response, Twitter’s parent company X Corp has threatened legal action against Meta, accusing them of unlawfully misappropriating trade secrets and intellectual property. Meta has denied these allegations, stating that no former Twitter employees are part of the Threads engineering team.
As Threads continues to evolve, Mosseri assured users that additional features, such as direct messaging and enhanced search functionality, are being developed and will be rolled out in the future. With its explosive growth, Threads has demonstrated its potential to become a significant player in the social media landscape, offering users an alternative platform for engaging in meaningful conversations and connecting with communities.
As the battle for users’ attention intensifies, it remains to be seen how Threads will continue to innovate and solidify its position in the competitive market.
