Meta launched Threads to massive fanfare, gaining 100 million users in just five days — the fastest-growing app in history. But months later, engagement has declined significantly. For marketers in MENA, the question is whether Threads deserves a place in your social media strategy or is merely a distraction from more proven channels.
The Threads Launch Phenomenon
Threads launched in July 2023 as Meta's text-based Twitter competitor. The integration with Instagram allowed instant account setup for Instagram's 2 billion users. The result was unprecedented growth — 100 million users in 5 days. In MENA, early adoption was strong, particularly among tech professionals, marketers, and media personalities.
The Engagement Decline
Despite the explosive launch, Threads engagement has declined significantly. Daily active users dropped by over 80% from peak levels. Average session times decreased. Content freshness became an issue as users stopped posting regularly. The app lacked key features — hashtags, trending topics, search, and a web version — that limited its utility for both users and brands.
Should MENA Brands Invest in Threads?
Currently, Threads is not a priority for most MENA brands. The audience is too small and engagement too low to justify dedicated resources. However, brands should claim their username to prevent squatting and post occasionally to maintain presence. Monitor Meta's feature updates — if Threads adds essential features and re-engages users, it could become relevant. For now, focus resources on Instagram, TikTok, and Twitter/X where your audience is actually active.
Key Takeaways
- Threads grew to 100M users in 5 days but engagement has dropped 80%
- Missing features (hashtags, search, trends) limit brand utility
- Claim your username but do not dedicate significant resources yet
- Focus on platforms where your audience is actively engaged
- Monitor Threads development — it may become relevant with key features