Yea, this is a truly impressive launch. If even 25% of people who logged in just to see the new shiny thing stuck around and became a DAU that’s utterly remarkable. This framing is absurdist.
It would be remarkable for a lot of businesses, but given that it’s just a new Instagram feature, double digit million users long term would be an abject failure for Meta. Other new-ish Instagram features like Stories and Reels now have DAUs into the billions. Still time to right the ship, of course.
Also, keep in mind this is Threads “2.0”. Threads was first launched in 2019[1]. As such, it may even be a stretch to call it new. They have taken several years to test the market and iterate on that earlier MVP to finally find a fit that found up to ~100 million users. Not exactly an overnight success.
