Prominent celebrities such as Sarah Jessica Parker and Alexandria Ocasio-Cortez, among others, are making a high-profile exit from Twitter and choosing to make their online presence felt on Threads, the new platform unveiled by Mark Zuckerberg.

Threads, the social media application from Meta’s CEO, has experienced an exponential surge in popularity, amassing 100 million users as of Monday, making it the most rapidly expanding social network. The high-profile personalities endorsing this new platform include Oprah Winfrey, Jennifer Lopez, Ellen DeGeneres, and Parker. Most of these celebrities, including US Congresswoman AOC, have been vocal in their disapproval of Elon Musk’s management style on Twitter.

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Under Musk’s stewaTweets with replies by Alexandria Ocasio-Cortez (@AOC) / Twitterrdship, Twitter’s content moderation has been erratic, leading many to label it as a platform skewed to the far right. Advertisers’ persistent apprehensions continue to erode the company’s revenue stream.

Seeing an opportunity in the growing discontent among Twitter’s users, Zuckerberg introduced Threads as a user-friendly platform. Threads offer a seamless experience for celebrities with a large following on Instagram, another Meta platform, as it allows users to transfer their Instagram followers directly.

Famous personalities such as Gordon Ramsey and Shakira quickly accumulated one million and 3.4 million followers on Threads. Despite the enthusiasm for Threads, some celebrities like AOC have chosen to maintain their Twitter accounts.

On the downside, the increasing presence of counterfeit Threads sites is fueling concerns about potential phishing threats. However, the platform’s sleek interface and seamless user experience have garnered positive reviews.

The issues at Twitter, exacerbated by a large-scale layoff of about 75% of its employees following Musk’s takeover in October 2022, continue to multiply. The mass layoff included most engineers who ensured a safe and glitch-free user experience.

However, Musk knows precisely where to direct the blame. Initially, a Twitter lawyer hinted at potential legal action against Meta for employing former Twitter staff, who allegedly had access to confidential trade secrets. Musk has now challenged Zuckerberg to “a literal dick-measuring contest,” using a derogatory term to describe the Meta CEO.

Though new sign-ups indicate a social media network’s growth, daily active users provide a more accurate measure of its success. Twitter’s traffic appears to be declining, with Matthew Prince, the CEO of Cloudflare, sharing a screenshot that depicts Twitter’s “tanking” traffic.

Similarweb’s web analytics firm data reveals a 5% drop in Twitter’s web traffic within the first two days of Threads’ launch, compared to the same period a week earlier. This amounts to an 11% decline compared to the corresponding dates in 2022.

Another worrying trend for Twitter is the drop in user retention rates. For Android users, the proportion of new users who continue to use the Twitter app 30 days after their first login has declined from 19% in May 2022 to 16% in May 2023. Conversely, Instagram continues to retain about 40% of its new users.