The Unexpected Rise and Potential Fall of Instagram Threads

Instagram Threads, the text-based offshoot of Instagram, has become the fastest-growing platform ever, surprising both Meta (formerly Facebook) and Twitter. Within just five days of its launch, Threads had amassed over 100 million users, exceeding expectations and making it a serious competitor to Twitter. Meta employees were initially skeptical, but the app's attachment to Instagram and easy transfer of followers contributed to its rapid growth. Twitter employees now see Threads as their "first legit competitor," with many rooting for Meta's success over Twitter. Wall Street expects Threads to be a potential new source of revenue for Meta, with the app potentially reaching 10% of Instagram's daily active users and generating $8 billion a year in additional revenue.