I mean, at Meta's scale it seems hard to know. Expectations are through the roof.

A better number would be that they were able to push 1 in 40 of Meta's users and 1 in 10 of Instagram's users into the app signup in 5 days of national press coverage. I have no idea what typical uptake of a feature is in Instagram. Nor do I know how many people signed up and checked it out vs. became actual active users.

I also am not sure if 100 million users is even anything to be excited about at Meta's scale. Google seems to kill projects that have that many MAU for lack of executive support.

The DAU drop off is going to be (already is?) monstrous. Not sure if that’s a metric that matters because I don’t care, but people have already stopped using Threads in large numbers.