How Did Threads Do in Its First Days?

Adam Mosseri says Threads was wildly successful in the first couple of days, way more successful than any of them had anticipated. The app got 100 million installs in four and a half days. People said Threads had replaced Twitter, and the answer was to ease up.

The novelty effect wore off, and the numbers came back down. Threads was then a complete disaster. From there, the numbers started to build back up. Two or three years later, Threads has over half a billion users. The app is growing and doing really well.

Most things go through the same wave. A launch is wildly successful in the first couple of days, the novelty effect wears off, the numbers come back down, and then the product builds back up. Threads ran through the whole wave, from 100 million installs to a complete disaster and on to over half a billion users.