Understanding User Drop-offs in Online Threads: A Deep Dive into User Behavior

Marketing Strategies
Arushi Monga May 17, 2024

With the rise of online communities and social media platforms, the usage of threads has become a popular way for users to engage in discussions, share information, and connect with like-minded individuals. However, recent data indicates that threads usage has experienced a significant drop, declining by half from its initial surge. In this blog, we delve into the reasons behind this shift in user behavior, explore potential contributing factors, and discuss the implications for online communities and platforms.

Threads: A Promising Twitter Replacement Falters – Daily Active Users Decline from 49M to 23.6M in a Week

Despite a promising start, Threads’ daily active users fell from 49 million to 23.6 million in a week, making it a candidate among potential Twitter substitutes. Threads is off to a solid start in the battle to unseat Twitter, but it still has a ways to go to gain the steadfast commitment of users who prefer a social network where the majority of messages are texts and links to articles. The Threads spin-off from Meta’s Instagram business branch does not yet have regular users despite drawing significantly more attention than Twitter competitors like the open-source Mastodon or the still-beta Bluesky. 

What are User Drop-offs in Threads?

User drop-offs, often referred to as “thread abandonment,” occur when users leave a discussion, conversation, or thread without contributing or interacting further. This behavior can manifest in various forms, such as failing to reply to a post, not clicking on provided links, or simply exiting the conversation midway. The study of user drop-offs is essential in improving community engagement and retention.

Factors Contributing to User Drop-offs:

Irrelevant or Uninteresting Content

Users are more likely to drop off when they encounter content that doesn’t resonate with them or fails to capture their interest. Inconsistent or unclear topics can deter users from participating in the conversation.

Toxic or Unwelcoming Environment

Negative interactions, hostile behavior, or the lack of moderation can create an unwelcoming environment, prompting users to leave the thread to avoid confrontation.

Lengthy and Dense Threads

Excessively long threads can overwhelm users, making it challenging to find relevant information or engage effectively. Dense blocks of text may discourage users from reading and participating.

Slow Response Times

Threads with delayed responses can lead to user impatience, causing them to drop off and seek more immediate interactions elsewhere.

Mobile Usability Issues

With the increasing use of mobile devices, threads that are not optimized for mobile can frustrate users, leading to higher drop-off rates.

Strategies to Reduce User Drop-offs:

Content Relevance and Variety

Ensure that thread topics are relevant to the community’s interests. Encourage a diverse range of content to attract a wider audience and keep discussions fresh.

Encourage Positive Community Interaction

Promote a respectful and inclusive community culture. Implement clear moderation guidelines to address toxic behavior promptly.

Break Up Lengthy Threads

When threads become extensive, consider breaking them into more manageable sub-topics or create new threads to maintain user engagement.

Improve Response Times

Efficiently respond to user queries and encourage other community members to participate actively in the discussions.

Mobile Optimization

Ensure that the platform and threads are optimized for mobile devices to enhance user experience and reduce drop-offs.

Major Takeaways

  1. According to an estimation from Similarweb, Threads had over 49 million daily active users on Android on July 7, which was the app’s greatest day. That represents around 45% of Twitter’s usage, which had more than 109 million active Android users on that particular day.
  2. By the following Friday, July 14, Threads had only 23.6 million active users left, or around 22% of Twitter’s user base.
  3. The app was used for a maximum of roughly 21 minutes on July 7 in the US, which experienced the highest volume of activity. That had decreased by July 14 to just over 6 minutes.
  4. Web traffic to twitter.com was 5% lower on Thursday and Friday, the first two full days that Threads was generally available, than it had been on the same days the week before. Despite a recovery in traffic, there has been an 11% year-over-year decline in the most recent 7 days of data.
  5. Twitter’s Daily active users on Android remained essentially stable during the days when interest in Threads was at its highest, but time spent was down 4.3%, possibly as a result of some users testing out Threads. The average amount of time spent on Twitter was still roughly 25 minutes despite that decline.

By enabling Instagram users to immediately create a Threads account and import their current contacts, Threads, to a large extent, overcomes the “empty party problem” that makes it difficult to launch a new online community. Our daily usage figures support Meta’s assertion that it has generated more than 100 million total account signups in a matter of days. Though Threads lacks a number of fundamental capabilities, it still needs to provide users with compelling reasons to move from Twitter or establish a new social media habit with Threads.

Threads Rapidly Gained Significant Market Share on Twitter

In a short period of time, Threads captured a significant part of Twitter’s market

Here’s a quick comparison of how the two fared in the days following the initial enthusiasm.

Overall decline in daily minutes

An overall decline in daily minutes of use has been observed

The most popular app in the US was Threads,Because it’s unavailable in the EU, another important market, Threads attracted the most usage within the US. On July 7, US users averaged 21 minutes of active time on the app, which demonstrates how eager they were to explore Threads and see who else was there. On July 14, though, that time had decreased to just over 6 minutes.

Threads App Engagement graph shows daily minutes of use through android

The Instagram advantage will probably be one of the key reasons Threads succeeds compared to Twitter

There are various indications that Twitter’s market share may be directly impacted by Threads threads. The first two full days that Threads was broadly available, Thursday and Friday, saw a 5% decrease in web traffic to Twitter.com compared to those same days the week before, and a 4.3% decrease in time spent using the Twitter Android app.

Twitter’s declining user retention is a terrible indication for app user adherence. After 30 days, fewer new Android users are still frequently using the Twitter app, with the percentage falling from 19% in May 2022 to 16% in May 2023. The loyalty of new Instagram users, in comparison, has remained constant at around 40%.


Understanding user drop-offs in online threads is essential for building a thriving and engaged online community. By addressing the factors contributing to drop-offs and implementing effective strategies to retain users, content creators and community moderators can foster a positive environment that encourages active participation and enriches the overall user experience. A comprehensive approach to user engagement will contribute significantly to the long-term success of online platforms and communities.

About the Author

Arushi Monga

Arushi Monga

Arushi is a proficient SEO and ASO specialist with a 5-year track record working for B2B and B2C organizations. Currently, she is heading SEO strategy for Vaizle and helping businesses improve their online presence. A mountain girl at heart, she likes to recharge her creative abilities by taking long walks and listening to podcasts.

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