The rise and ‘fall’ of Threads: Why the initial rush died down, what the X rival needs to do

In July, Instagram’s answer to Twitter arrived in the form of the Threads app. The initial days were quite a whirlwind as Threads became the fastest app ever to get to the 100 million users mark. There was quite a bit of buzz around Threads as Twitter became X and there was some chaos on the Elon Musk-led platform. However, it looks like the initial excitement has completely fizzled down as users don’t seem to be spending too much time on Threads. According to a blog post by analytics firm Similar Web, Threads app usage is down by 79%.