Meta’s Twitter rival, Threads, has unquestionably had the best first-week imaginable. After immediately racing to the top of app store charts, it became the fastest growing app of all time. In just five days, it grew to more than 100 million users, beating out chatGPT and TikTok which both previously held the record.
That’s even more impressive considering the app isn’t available in the European Union, one of Meta’s most important markets. And while Threads clearly borrowed some moves from Meta’s growth-hacking playbook, like sending would-be users notifications on Instagram and pre-populating their feeds with content and followers, Mark Zuckerberg called most of the early growth “organic.”
“That's mostly organic demand and we haven't even turned on many promotions yet,” he wrote in a celebratory post on Threads. However you spin it, it's clearly bad news for Twitter.
While it’s too soon to know if Threads’ early success will translate in the long term, it has succeeded in utterly dominating Twitter in its first week. Every available metric suggests that Threads is not just a viral hit in its own right, but is doing so at the direct expense of Twitter.
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