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Library/App & software/Threads launch
Grade A23 sourcesHIS-01490

Threads launch

App & software · 2023 · Viral

64Editable slideCertificate

Meta said Threads reached 100 million sign-ups in five days; active use then fell.

Clip · WVFRM Podcast on YouTube
Meta’s launch screenshots show the original Threads feed and a profile.
Meta
Meta To Launch Instagram Threads, Twitter Competitor
TIME
Threads: The inside story of Meta’s newest social app
Engineering at Meta
Zuckerberg’s welcome post on Threads.
Mark Zuckerberg / Meta

Spread Score

How it works
Reach100Contagion35Breadth80Velocity60Longevity1364

Numbers

July worldwide downloads, estimated lower bound (Appfigures)
163M
As of Jul 31, 2023 · App stores · Appfigures
Seed to peak proxy
2 days
Jul 5 ’23 to Jul 7 ’23
Platforms
5
Started on App stores
Origin
Seeded
Media & publishing

Mechanics

  • NewsjackingPrimary
  • Pairing
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Meta launched Threads with Instagram login and planned creator participation. It claimed rapid sign-ups as independent firms estimated falling daily use. Meta added feeds and web access, then reported later growth.

Proxy date; not a directly measured attention peak.

Wikipedia views · Google searchesMay ’23JulAugSepNovApr ’24OctJun ’25DecJul ’26Peak proxyPressApp storesOpen webThreadsYouTube
PressApp storesOpen webThreadsYouTube

13 more events on this chart

Join free to see them

Timeline (16)

  1. June 2023

    The Verge precursor · Jun 8 ’23

    The Verge published leaked screenshots and reported Meta’s recruitment of celebrity early users.[1]

    Open the first post ↗

  2. July 2023

    Business Insider precursor · Jul 5 ’23

    Business Insider published Meta’s guide asking creators to save posts and share them to Instagram at launch.[2]

  3. Meta / Instagram seed · Jul 5 ’23

    Meta released Threads for iOS and Android, with Instagram login and imported follows.[3][4][5]

  1. press · Jul 5 ’23

  2. platform jump · Jul 5 ’23

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 11 sourced numbers and 23 sources. Start with a free account.

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Origin
Seeded
Sector
Media & publishing
Region
US
July worldwide downloads, estimated lower bound (Appfigures)
163M
As of Jul 31, 2023 · App stores · Appfigures
Evidence
Grade A

Spread the same way

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New cases, every week

How the next thing spread, the week it does.