Threads engagement declines, badges removed from Instagram

17 July 2023

The curious joined, looked around, and then returned to what they were doing before. Daily active users on Threads, Meta’s answer to Twitter’s micro-blogging platform, declined by twenty percent in the days following the app’s red-hot launch, while time spent by users on Threads fell from twenty minutes per day, to ten.

This is probably par for the course though. It’s not as if Twitter, and other social networks vanished, leaving Threads users more time to spend on the app. While not the most active on social networks, I’m on a few, and as much as I like Threads, there’s only so much time in the day that can (or should) be devoted to activity on social networks.

And although there might have been one-hundred million sign-ups for Threads, the people many of these new members follow may not be among that number, necessitating visits to wherever those followers are. And that might remain the case. For instance, Threads does not have the same news and politics focus as Twitter, meaning the platform won’t be for everyone, meaning some people will be spending their time on multiple social networks, not just one.

In other Threads news, member badge numbers, which I wrote about last week, are no longer visible on the Instagram app profile pages of those who are members of both Meta platforms. The badge, indicating what number member someone was on Threads, has been replaced by the Threads logo, linking to that person’s Threads page, and right now is only visible on the Instagram website.

How unfortunate. I had high hopes for those badge numbers, some of which were surely collectable (and subsequently worth paying good money for). It looks like I won’t be buying that villa in the north of Portugal, to summer at, after all…


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