Meta’s Twitter Killer Fails: Zuckerberg’s Admission


Meta’s Twitter Killer Fails: Zuckerberg’s Admission

The Rise and Fall of Meta's "Twitter Killer" App Threads

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Meta’s “Twitter killer” app Threads has struggled to hold the attention of millions of users despite its record-breaking launch, Mark Zuckerberg has admitted.

Meta, formerly known as Facebook, released an ambitious app called Threads, aiming to rival Twitter. The app quickly gained popularity, attracting 150 million users within weeks, setting a remarkable record in the tech industry. However, the excitement was short-lived as Mark Zuckerberg, Meta’s CEO, disclosed that more than half of the users had stopped using Threads since its launch in mid-June.

Threads’ Rapid Growth

Threads took the social media world by storm with its unparalleled growth. Within a few weeks of release, it garnered a massive user base of 150 million, surpassing all previous records and establishing itself as the fastest-growing product in history.

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Decline in Users

Despite the app’s early success, Threads experienced a significant decline in its user base. Mark Zuckerberg candidly acknowledged that over half of the initial users had abandoned the app, raising concerns about its long-term sustainability.

Reasons for the Drop-Off

The drop in user engagement on Threads can be attributed to various factors. Rivalry from other platforms, coupled with users’ dissatisfaction with certain features, may have contributed to the decline in its popularity.

Retention Strategies

To address the user drop-off, Meta’s team is strategizing on ways to enhance user retention. One approach involves integrating Threads posts into Instagram users’ feeds, allowing for better visibility and engagement. Additionally, the app now includes a “following” feed, granting users more control over the content they see.

Automatic Translation Feature

To attract a more diverse user base, Threads introduced an automatic translation feature. This innovation enables users to read and understand posts that are not in their default language, making the app more accessible and appealing to a broader audience.

Threads vs. Twitter Under Elon Musk

Threads’ emergence coincided with Twitter’s tumultuous phase under Elon Musk’s ownership. Users expressed discontent over Twitter’s changed policies and features, leading to a decline in advertiser interest. The introduction of fees for verification and messaging further added to the platform’s woes.

Meta’s Financial Performance

While Threads faces challenges, Meta continues to thrive financially. The company recently reported an 11% increase in revenues, an impressive feat considering its vast user base, which currently reaches around 3 billion regular users—approximately 40% of the global population.

Intellectual Property Dispute

Threads’ rise has not been without controversy. Elon Musk accused Meta of infringing upon Twitter’s intellectual property rights through the app, escalating the rivalry between Mark Zuckerberg and the Tesla billionaire.

Other Challengers to Twitter

Threads is not the only contender in the battle for social media dominance. Platforms like Mastodon, Substack Notes, and Bluesky have emerged as viable alternatives, albeit facing their own challenges in maintaining momentum.


The journey of Threads reflects the fast-paced and highly competitive nature of the social media industry. Despite its initial success, the app faced hurdles in retaining users. Meta’s efforts to introduce new features and improve user experience are crucial in reshaping Threads’ trajectory.


  1. What is Threads, and how does it differ from Twitter?Threads is an app developed by Meta, designed to rival Twitter. It allows users to post messages, pictures, and videos. Unlike Twitter, Threads aims to offer a more focused and personalized experience for users.
  2. Why did Threads experience a drop in users after its successful launch?The decline in Threads’ user base can be attributed to various factors, including competition from other platforms and user dissatisfaction with certain features. The novelty of the app may have also worn off for some users.
  3. What strategies is Meta implementing to retain users on Threads?To retain users, Meta is exploring “retention-driving hooks,” such as integrating Threads posts into Instagram feeds and introducing a “following” feed. These features aim to enhance user engagement and satisfaction.
  4. How did Elon Musk’s ownership impact Twitter’s user base and advertiser interest?Under Elon Musk’s ownership, Twitter underwent significant changes that led to user dissatisfaction and a decline in advertiser interest. Introduction of fees for features like verification and messaging affected the platform’s popularity.
  5. What are some other challengers to Twitter in the market?Several platforms have emerged as competitors to Twitter, including Mastodon, Substack Notes, and Bluesky. While these platforms gained initial attention, they struggled to maintain long-term momentum in the market.


  • comment-avatar
    Angus P. 4 months ago

    Threads is clearly here to stay. It managed to garner 150 million users so quickly! Even now, it still is about 70 million so why wouldn’t it have long-term sustainability?

    • comment-avatar

      Exactly! Just focus on what people need, make improvements and you will grow. Threads shouldn’t even try to compete with Twitter/X now. Just focus on growing, stop competing with a company that’s been online for such a long time.

  • comment-avatar
    Damian 4 months ago

    It’s good of Mark to admit this but it means nothing. They can still grow a lot if they have clear goals and levels to reach. They need to be smart about how they approach things, ask for user feedback and deliver on it.

    • comment-avatar

      And stop focusing on the short term success. Threads should think years in the future and have goals for that. They have millions of users and they need to make them want to stay and use the app and if these people are happy they will sell the app to others.

  • comment-avatar
    Perry 4 months ago

    Twitter isn’t doing too well so Threads shouldn’t worry about it. Worry about the features you lack and what people want, Mark. Deliver on those and there’s a bright future ahead.