Meta's Threads App Is Dying Because Nobody Wants Another Twitter

In July 2023, Meta launched Threads. It was a Twitter clone. Instagram users could sign up instantly. 100 million people joined in five days. Then they left.

Why? Threads was boring. No chronological feed. No trending topics. No direct messages. No search. Meta rushed it out to capitalize on Twitter's chaos under Elon Musk. It worked for a week. Then people remembered they hate starting over.

Threads is still alive. It has 100 million monthly users. But most do not post. They lurk. They check occasionally. They stay on Instagram and Facebook.

For beginners, the lesson is network effects. Twitter took fifteen years to build its culture. You cannot copy that with better technology. Culture is the moat. Meta learned this with Facebook, Instagram, and WhatsApp. They forgot it with Threads.