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Key stat: In just five days, 100 million users signed up for Threads, compared with Twitter’s 364 million, according to our forecast.

Beyond the chart:

• Some of Threads’ novelty has already worn off. Meta will have to innovate to keep these users around. But it doesn’t have much to lose if its Threads experiment doesn’t work.
• Threads has yet to launch in the EU, which could boost activity even further.
• The platform needs to develop an identity beyond mimicking Twitter or reproducing Instagram in order to keep users active.
• Threads is a playground for branded content right now, but if the app takes off, expect Meta to introduce ads.

Use this chart:

• Differentiate your Threads, Twitter, and Instagram strategies.
• Evaluate Threads’ staying power.

More like this:

• Report: Threads Is Here (Insider Intelligence subscription required)
• B2B marketers say social media drives revenues
• Threads’ user engagement decline could spell trouble for advertising potential
• 5 things to know about brand marketing and the future of ads on Instagram’s new platform, Threads

More Chart of the Day:

• 7/20 - Snapchat leads in global user growth
• 7/19 - Social B2Butterfly
• 7/18 - Top 10 countries on Threads
• 7/17 - $600 billion ad question
• 7/14 - AI and market analysis