Few launches in the technology world will ever match the momentum created by Meta when it launched Threads on July 5.
X, formerly known as Twitter, was reeling from several policies enacted and politics practiced by its new owner Elon Musk. The world seemed ready for something different, and there, seemingly waiting in the wings amid celestial choirs, was Threads, which took advantage of Meta’s Instagram user base, making for a seamless relocation of social media energy and resources. It was a cross between Instagram, Facebook and Twitter, and on paper, it seemed glorious, accumulating 100 million users in just one week.
“It’s just signups,” said Meta’s Adam Mosseri on The Twenty Minute VC podcast. Mr Mosseri, who leads Instagram and Threads platforms for Meta, didn’t shy away from acknowledging potential challenges despite the initial spurt of excitement.
“It’s way easier to make something that people are willing to try than something that people are going to want to continue to use in a month or a year from now,” he added.
Three months later, those fears are somewhat realised. According to web traffic analytics from Similarweb, Threads’ daily active users on Android dropped from 49.3 million worldwide on July 7 to 23.6 million on July 14 and then to 10.3 million on August 7. As the old adage goes, and to simplify what Mr Mosseri said during the podcast, falling in love is easy, but staying in love is difficult.
Why did this happen? Why are users falling out of love with Threads? It’s not Meta’s fault, and I don’t think anybody should be blaming the app either.
Threads does exactly what it’s supposed to. It’s easy to share posts with pictures and video, and it’s even easier to share an article you read from your favourite news site.
So what’s the problem? For one thing, user bases for social apps can be very fickle. What’s hot one minute can quickly be passe the next. Sometimes the exclusivity or underground nature of social platforms fuels the success, and then the mainstream adoption sends it slowly but surely careening into irrelevancy. It’s a story as old as the consumer tech industry, really, but coupled with the widespread adoption apps and speedier downloads, the ride from social media hero to zero has quickened.
It’s not Meta’s fault, and I don’t think anybody should be blaming the app either
Hours after Threads launched, I compared the feeling of the platform’s launch to that of Google +, which had a similarly successful debut in 2011. The only problem? Google+, in the eyes of those who enthusiastically signed up, seemed to be only a slightly different version of Facebook. It limped along from year to year, and Google finally pulled the plug in 2019.
Although Meta might see things differently with its goals for Threads, right now the general public tends to view it as a slightly different version of Twitter. Sure, it’s being updated constantly, and new features added, but at this point, there’s not enough that differentiates it from what’s already available.
One could also point to the cautionary tale of Quibi, a video-based streaming app that had the backing of film producer Jeffrey Katzenberg and former HP chief executive Meg Whitman. Investors forked over billions for the app, celebrities were enlisted and influencers were brought on board, only for the platform to crash and burn.
Where am I going with this social media schadenfreude? I’m simply pointing out that social media platforms, even those introduced by seasoned social media companies and tech titans who create impeccable user interfaces, depend on users for their success.
For all the talk about how technology and social media isolate us, the opposite is often true. These social media platforms create and foster a sense of community.
Unfortunately, right now, the Threads community feels more like a ghost town. That needs to change in order for it to turn a corner.
It’s not necessarily all doom and gloom for Threads. There could be a path forward for Meta as it tries to increase engagement and sustain this social media beast they’ve created. First off, Meta could actually learn a lesson from the demise of Google+. Some of Google+’s most unique features, such as “circles”, allowed users to share content within close groups, a feature that didn’t see much momentum until years after the platform’s demise.
Did Google+ pull the plug too early? We’ll never really know, but there might be a cautionary tale for Meta to keep plugging away improving Threads while ignoring the critics, this author included. There could be light at the end of the tunnel if the company sticks with it.
Meta might also be wise to take a great lesson from LinkedIn, which has exploded in popularity in recent years. It’s easy to forget, but LinkedIn is now 21 years old. It launched in 2003, mainly a site to find jobs and post resumes. Fast forward to 2023, and it’s used for just about everything and goes toe to toe with Twitter and Facebook in terms of social media influence.
For Threads, ultimately the path to success might be patience. In the end, history has shown that you never know how users are going to use the technology you put out there in the world. Right now, it’s quite dormant, but Threads might also be just one user post away from being the next big thing instead of a flash in the pan.
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Specs
Engine: 51.5kW electric motor
Range: 400km
Power: 134bhp
Torque: 175Nm
Price: From Dh98,800
Available: Now
The biog
Siblings: five brothers and one sister
Education: Bachelors in Political Science at the University of Minnesota
Interests: Swimming, tennis and the gym
Favourite place: UAE
Favourite packet food on the trip: pasta primavera
What he did to pass the time during the trip: listen to audio books
The Specs
Price, base Dh379,000
Engine 2.9-litre, twin-turbo V6
Gearbox eight-speed automatic
Power 503bhp
Torque 443Nm
On sale now
Formula Middle East Calendar (Formula Regional and Formula 4)
Round 1: January 17-19, Yas Marina Circuit – Abu Dhabi
Round 2: January 22-23, Yas Marina Circuit – Abu Dhabi
Round 3: February 7-9, Dubai Autodrome – Dubai
Round 4: February 14-16, Yas Marina Circuit – Abu Dhabi
Round 5: February 25-27, Jeddah Corniche Circuit – Saudi Arabia
The specs
Engine: 2.0-litre 4cyl turbo
Power: 261hp at 5,500rpm
Torque: 405Nm at 1,750-3,500rpm
Transmission: 9-speed auto
Fuel consumption: 6.9L/100km
On sale: Now
Price: From Dh117,059
The biog
First Job: Abu Dhabi Department of Petroleum in 1974
Current role: Chairperson of Al Maskari Holding since 2008
Career high: Regularly cited on Forbes list of 100 most powerful Arab Businesswomen
Achievement: Helped establish Al Maskari Medical Centre in 1969 in Abu Dhabi’s Western Region
Future plan: Will now concentrate on her charitable work
THE DETAILS
Solo: A Star Wars Story
Dir: Ron Howard
Starring: Alden Ehrenreich, Emilia Clarke, Woody Harrelson
3/5
Empty Words
By Mario Levrero
(Coffee House Press)
2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, Leon.
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
KILLING OF QASSEM SULEIMANI
2019 ASIAN CUP FINAL
Japan v Qatar
Friday, 6pm
Zayed Sports City Stadium, Abu Dhabi
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DMZ facts
- The DMZ was created as a buffer after the 1950-53 Korean War.
- It runs 248 kilometers across the Korean Peninsula and is 4km wide.
- The zone is jointly overseen by the US-led United Nations Command and North Korea.
- It is littered with an estimated 2 million mines, tank traps, razor wire fences and guard posts.
- Donald Trump and Kim Jong-Un met at a building in Panmunjom, where an armistice was signed to stop the Korean War.
- Panmunjom is 52km north of the Korean capital Seoul and 147km south of Pyongyang, North Korea’s capital.
- Former US president Bill Clinton visited Panmunjom in 1993, while Ronald Reagan visited the DMZ in 1983, George W. Bush in 2002 and Barack Obama visited a nearby military camp in 2012.
- Mr Trump planned to visit in November 2017, but heavy fog that prevented his helicopter from landing.
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
It Was Just an Accident
Director: Jafar Panahi
Stars: Vahid Mobasseri, Mariam Afshari, Ebrahim Azizi, Hadis Pakbaten, Majid Panahi, Mohamad Ali Elyasmehr
Rating: 4/5
How to apply for a drone permit
- Individuals must register on UAE Drone app or website using their UAE Pass
- Add all their personal details, including name, nationality, passport number, Emiratis ID, email and phone number
- Upload the training certificate from a centre accredited by the GCAA
- Submit their request
What are the regulations?
- Fly it within visual line of sight
- Never over populated areas
- Ensure maximum flying height of 400 feet (122 metres) above ground level is not crossed
- Users must avoid flying over restricted areas listed on the UAE Drone app
- Only fly the drone during the day, and never at night
- Should have a live feed of the drone flight
- Drones must weigh 5 kg or less
The five pillars of Islam
1. Fasting
2. Prayer
3. Hajj
4. Shahada
5. Zakat
PAST 10 BRITISH GRAND PRIX WINNERS
2016 - Lewis Hamilton (Mercedes-GP)
2015 - Lewis Hamilton (Mercedes-GP)
2014 - Lewis Hamilton (Mercedes-GP)
2013 - Nico Rosberg (Mercedes-GP)
2012 - Mark Webber (Red Bull Racing)
2011 - Fernando Alonso (Ferrari)
2010 - Mark Webber (Red Bull Racing)
2009 - Sebastian Vettel (Red Bull Racing)
2008 - Lewis Hamilton (McLaren)
2007 - Kimi Raikkonen (Ferrari)
Napoleon
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Timeline
2012-2015
The company offers payments/bribes to win key contracts in the Middle East
May 2017
The UK SFO officially opens investigation into Petrofac’s use of agents, corruption, and potential bribery to secure contracts
September 2021
Petrofac pleads guilty to seven counts of failing to prevent bribery under the UK Bribery Act
October 2021
Court fines Petrofac £77 million for bribery. Former executive receives a two-year suspended sentence
December 2024
Petrofac enters into comprehensive restructuring to strengthen the financial position of the group
May 2025
The High Court of England and Wales approves the company’s restructuring plan
July 2025
The Court of Appeal issues a judgment challenging parts of the restructuring plan
August 2025
Petrofac issues a business update to execute the restructuring and confirms it will appeal the Court of Appeal decision
October 2025
Petrofac loses a major TenneT offshore wind contract worth €13 billion. Holding company files for administration in the UK. Petrofac delisted from the London Stock Exchange
November 2025
180 Petrofac employees laid off in the UAE
