Threads has become the biggest threat to Twitter

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Threads has undoubtedly had the best first week imaginable.

After instantly topping the app store charts, it became the fastest growing app of all time.

In just five days, it grew to more than 100 million users, surpassing chatGPT and TikTok.

That's all the more impressive given that the app isn't available in the European Union, one of Meta's most important markets.

While it's too early to tell if Threads' early success will translate into the long term, it managed to completely dominate Twitter in its first week.

Every metric available suggests that Threads isn't just a viral hit, it's doing so on a direct rival to Twitter.

Data from analytics firm SimilarWeb suggests that traffic on twitter.com dropped 5% in the two days after Threads launched, compared to the same period the previous week.

There are other signs that Threads may succeed in attracting current Twitter users.

A recent Ipsos poll found that 58% of US Twitter users said they were likely to try or had already tried Threads.

It's worth noting that these are all very early indicators.

Early virality for an app does not necessarily mean long-term success or sustainable growth.

Google+ was once praised for its "meteoric" growth when it reached 100 million users less than a year after launching more than a decade ago.

In the recent past, social audio app Clubhouse was heralded as a sensation when it grew to several million users in its first months of existence.

Both projects ultimately failed.

Twitter executives have more than enough reason to be alarmed by Threads' overnight success.

While a wave of Twitter alternatives has emerged since Musk's chaotic takeover of Twitter, none have come close to 100 million.

Mastodon, its biggest rival, reports 2 million monthly users. Bluesyi, a very popular invite-only service, has about 300.000 registrants.

According to the report, 87% of brands received more likes on posts on Threads than on Twitter.

Again, these are early statistics. It's entirely possible that Threads users are engaging more with brands simply because that's what's pushed into their feeds, rather than because the Meta somehow made the content more engaging.

But that kind of early engagement will certainly make brands more willing to commit Meta ad dollars whenever they do open advertising on the platform.

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Threads has undoubtedly had the best first week imaginable.

After instantly topping the app store charts, it became the fastest growing app of all time.

In just five days, it grew to more than 100 million users, surpassing chatGPT and TikTok.

That's all the more impressive given that the app isn't available in the European Union, one of Meta's most important markets.

While it's too early to tell if Threads' early success will translate into the long term, it managed to completely dominate Twitter in its first week.

Every metric available suggests that Threads isn't just a viral hit, it's doing so on a direct rival to Twitter.

Data from analytics firm SimilarWeb suggests that traffic on twitter.com dropped 5% in the two days after Threads launched, compared to the same period the previous week.

There are other signs that Threads may succeed in attracting current Twitter users.

A recent Ipsos poll found that 58% of US Twitter users said they were likely to try or had already tried Threads.

It's worth noting that these are all very early indicators.

Early virality for an app does not necessarily mean long-term success or sustainable growth.

Google+ was once praised for its "meteoric" growth when it reached 100 million users less than a year after launching more than a decade ago.

In the recent past, social audio app Clubhouse was heralded as a sensation when it grew to several million users in its first months of existence.

Both projects ultimately failed.

Twitter executives have more than enough reason to be alarmed by Threads' overnight success.

While a wave of Twitter alternatives has emerged since Musk's chaotic takeover of Twitter, none have come close to 100 million.

Mastodon, its biggest rival, reports 2 million monthly users. Bluesyi, a very popular invite-only service, has about 300.000 registrants.

According to the report, 87% of brands received more likes on posts on Threads than on Twitter.

Again, these are early statistics. It's entirely possible that Threads users are engaging more with brands simply because that's what's pushed into their feeds, rather than because the Meta somehow made the content more engaging.

But that kind of early engagement will certainly make brands more willing to commit Meta ad dollars whenever they do open advertising on the platform.

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