Technology

What Occurred When 15 of Twitter’s High Celebrities Joined Threads

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Threads, the brand new social app from Meta, had a quick begin this month when it racked up 100 million downloads in lower than every week. With a lot momentum, the app appeared effectively on its approach to dethroning Twitter.

However fast downloads don’t essentially translate to long-term success. Now the query is whether or not Threads has endurance.

So we launched into an experiment. We compiled an inventory of 15 of a few of the most-followed celebrities and high-profile figures on Twitter who joined Threads, together with Katy Perry, Ellen DeGeneres, Invoice Gates, Britney Spears, Shakira and Oprah Winfrey. Then we in contrast their exercise on Twitter with their exercise on Threads day-after-day since July 5, when Threads was launched. We additionally checked out what they did on Instagram, which is owned by Meta and developed Threads.

The concept was to see which social platform stored the celebrities — who both declined to remark or didn’t reply to requests for remark — probably the most energetic. What we discovered is simply an early snapshot, however it could present some clues to the place Threads is headed.

Ms. DeGeneres, who joined Twitter in 2008, had not tweeted since late April. When Threads rolled out, she was among the many first 3,000 individuals to obtain the app.

“Welcome to Homosexual Twitter!” she posted on Threads on July 5. Her message rapidly garnered over 7,000 replies.

Of the 15 celebrities we {followed}, Ms. DeGeneres was certainly one of three who had stopped posting on Twitter in latest months and have become energetic on Threads. The opposite two have been Selena Gomez, who hadn’t tweeted since late Could, and Ms. Winfrey, who hadn’t posted on Twitter since January. Ms. Gomez used Threads to say “hello” to her followers, whereas Ms. Winfrey mentioned she was on Threads to advertise a musical remake of the movie “The Colour Purple,” which she produced.

Different celebrities, similar to Demi Lovato, started posting extra often on Threads than on Twitter. Within the first week of Threads’ launch, Ms. Lovato posted six instances on Threads and shared two replies to certainly one of her posts, however posted simply as soon as on Twitter to advertise the rock model of her hit music “Sorry Not Sorry.”

Ms. Lovato used Threads to interact along with her followers, asking them for music suggestions and thread puns, at the same time as her followers on the app have been a small fraction of what she had collected on Twitter. As of Wednesday, she had two million followers on Threads and 53 million on Twitter.

Of the celebrities we {followed}, Wiz Khalifa was probably the most energetic on Threads by far, publishing authentic posts and sharing different individuals’s messages and replies.

The rapper, whose actual identify is Cameron Jibril Thomaz, posted a median of 38 instances a day on Threads within the first two weeks of the app’s launch, whereas averaging 5 posts a day on Twitter.

His Threads posts usually combined textual content, images and movies with nuggets about his private life. “Proudly bringing the weed to threads,” he wrote in his first publish on July 5, accompanied by a brief video of him lighting a joint.

However the rapper’s exercise on Threads progressively declined. He replied to over 100 posts — largely to individuals who had responded to his personal posts — the primary week after Threads was launched. That quantity dropped within the second week, coupled with fewer authentic posts and shares.

Beginning on July 16, he ramped up on Twitter, typically posting greater than 10 instances a day. He’s nonetheless extra energetic on Threads, however has begun publishing comparable content material on each platforms.

Is there a distinction between Threads and Twitter? Not when you ask Jimmy Fallon, Shakira or the Bollywood star Shah Rukh Khan.

During the last three weeks, they have been among the many celebrities who revealed equivalent or nearly equivalent posts on Twitter and Threads. That confirmed they might not be making a distinction between the platforms and are utilizing each as broadcast mechanisms.

On July 12, for example, Mr. Fallon retweeted congratulations to “That’s My Jam,” a recreation present he hosts, for an Emmy Award nomination. He revealed the identical message on Threads, although with out the hashtags he used on his Twitter publish. He has since not posted on Twitter or Threads.

From July 6 by July 13, Shakira posted a sequence of images to Threads, together with of a Fendi style present, an image of herself and the songwriter David Stewart, and images of herself in London — all of which she additionally placed on Twitter with the identical captions.

Mr. Khan shared posters of his upcoming film “Jawan” to Twitter, Threads and Instagram with the identical captions. However he appeared to have a slight desire for Twitter: On July 13, he used the “AskSRK” hashtag on the platform for followers to ask him questions in regards to the film.

Of the 15 celebrities we tracked who joined Threads, 4 — Ms. Perry, Kim Kardashian, Kylie Jenner and Miley Cyrus — had not posted on the brand new app.

And like Mr. Khalifa, others appeared to lose a few of their preliminary enthusiasm for Threads. Shakira, after being energetic on Threads through the app’s first week, had not posted on it since July 13. Ms. DeGeneres, who posted six instances throughout her first week on Threads, had finished so solely as soon as prior to now week.

Their falling engagement was commonplace. The typical time that customers spent on Threads was 3.3 minutes a day as of Monday, down from 19 minutes as of July 6, in line with information from Sensor Tower, a market intelligence agency. In distinction, customers spent a median of 60 minutes a day on Instagram and 29.3 minutes on Twitter, in line with Sensor Tower.

A Meta spokeswoman declined to remark. On Wednesday, Mark Zuckerberg, the corporate’s chief government, mentioned in an earnings name that Threads had exceeded Meta’s expectations and that it was engaged on making quick enhancements to the app and bettering retention. He mentioned he didn’t count on to earn cash from Threads for a minimum of a couple of years till the corporate acquired the consumer expertise proper.

Twitter, which its proprietor, Elon Musk, is renaming X, didn’t reply to a request for remark.

Instagram was the preferred with greater than half of the celebrities we {followed} over the previous three weeks, based mostly on the variety of days they have been energetic on every platform. (We excluded Instagram Tales that they posted from our tally since these will be ephemeral.)

Ms. Kardashian was on Instagram for 16 days throughout that interval, in contrast with none on Threads and three on Twitter. Her exercise in that point consisted of 19 Instagram posts and 16 tweets.

Ms. Spears was on Instagram for 14 days, in contrast with three on Threads and three on Twitter. She posted 35 instances on Instagram, versus fives instances every on Threads and Twitter.

However in an indication of the tempestuous relationship that individuals can have with social media, the singer briefly deactivated her Instagram account on Saturday — which additionally turned off her Threads account, since each are related — earlier than reactivating it.

Mike Isaac contributed reporting.