- Instagram’s Threads app bounced back with 12M December downloads, up 3x.
- Boost likely came from ads and integration moves.
- Mini-app’s revival contrasts with X’s obscurity, showing Instagram’s vitality even as Meta identity falters.
Threads reclaims popularity with 12 million App Store downloads
Instagram Threads, the auto-updating close friends app, bounced back in December 2022 from previous growth struggles.
Threads scored 12 million App Store downloads and 16 million installs on Google Play – enough for top 10 status industry-wide. That’s a nearly 3x jump over November’s figures, per app analytics firm Appfigures.
Dormant for much of 2022, Threads likely benefited from Instagram ad promotions and forthcoming interoperability with the Mastodon-led open “fediverse” network. Shareaholic also just enabled Threads post-sharing buttons for websites.
Still, Threads remains far below parent company Meta’s primary Instagram app, which seized the #1 downloads spot from TikTok in December.
A glimpse into Instagram’s ongoing success
The Threads resurgence contrasts with ongoing identity struggles for renamed Twitter successor app X. Fighting obscurity despite an App Store clarifying name change, X managed only an estimated 8.5 million December downloads – well outside the top 25.
TikTok fatigue may buoy Instagram, but the X decline shows major consumer brand affinity challenges.
Threads are set to expand functionality and connections in 2023. The numbers suggest Instagram retains vitality even as identity falters. Whether Threads’ comeback translates into sustained momentum or proves only holiday season flash will hold users’ ultimate verdict.
