Threads usage is taking off as the platform continues to mature and add missing features.
Threads, Meta’s Twitter-killer, launched to much fanfare and a record-setting pace of downloads. Unfortunately for Mark Zuckerberg and company, usage quickly cooled, with many blaming the raft of missing features, many of them fairly basic.
According to Insider, Threads appears to be making up lost ground, thanks in large part to the platform fleshing out its features and abilities.
Insider cites Apptopia to highlight how much Threads is regaining users:
So far in October, Threads has hovered around 33 million daily active users and 120 million monthly active users, according to data from Apptopia, up from about 25 million daily users and 100 million monthly users in July.
Instagram head Adam Mosseri took to Threads to thank users for making the platform a success:
I had a chance to spend some time with a group of creators, memers, and digital publishers in New York this morning to celebrate @instagram’s 13th birthday. A big thank you to every who’s made Instagram and Threads what they are today 🙏🏼🎂🥳
Insider reports that Meta was surprised by the interest in Threads and “really wants it to work,” no doubt a major motivator for the company to continue investing in the app and its features.