The news: Instagram's Threads app has achieved a record milestone by surpassing 100 million sign-ups within five days of its launch, faster than ChatGPT and CEO Mark Zuckerberg's own expectations. What the numbers say: Launched last Wednesday, the Threads app has seen steady spectacular growth, reaching 2 million users within two hours and more than 70 million by Friday morning. Zuckerberg, CEO of parent company Meta, revealed in a Threads post that the milestone was primarily driven by organic demand, with limited promotions so far.
What brands should care: Despite its rapid growth, Threads still has a long way to go to catch up to Twitter's nearly 240 million monetizable daily active users. Twitter has responded to Threads' success by threatening to sue Meta, alleging the use of trade secrets and confidential information in building the app. Meanwhile, Twitter experienced a decline in traffic for the first two full days since Threads' debut, with web traffic down 5% compared to the previous week and 11% from the year before, according to Similarweb.
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