Threads Loses Over 50% of Its Users as Rivalry With Twitter Cools Down


The BBC recently reported that Mark Zuckerberg’s new social media platform, Threads, has experienced a significant decline in its user base.

Initially, the platform gained rapid popularity, amassing over 100 million users within just five days of its launch. However, Zuckerberg has acknowledged that the numbers have now dropped substantially.

During a call with employees, he mentioned that it would be ideal if a considerable portion of those initial sign-ups continued using the platform, but they haven’t reached that point yet.

He described the current situation as “normal” and expressed optimism that user retention would improve as new features are added to the app.

The Problem of Limited Features

Upon its initial launch, Threads faced criticism for its limited functionality. However, Meta, the company behind the platform, has been actively working to address these concerns.

They have introduced new features, including separate “following” and “for you” feeds, as well as expanded capabilities for translating posts into various languages.

Chris Cox, the chief product officer at Meta, stated that their current focus is on enhancing “retention-driving hooks” to encourage users to return to the platform regularly.

One example of this effort is ensuring that people using the Instagram app can easily access important content from Threads. The integration between the two platforms is significant – users are required to have an Instagram account to sign up for Threads.

With ongoing improvements and a seamless connection to Instagram, Meta aims to improve user engagement and satisfaction on Threads. By addressing the initial limitations and strategically enhancing the platform, they hope to create a more appealing and valuable experience for users.

Retention Driving Hooks

Meta’s Chief Product Officer, Chris Cox, revealed that they are actively working on implementing “retention-driving hooks” to entice users back to the app.

One example of this effort is ensuring that important Threads content can be viewed by people using the Instagram app.

This indicates a potential for increased integration between Threads and the popular photo-sharing platform, as users currently sign up for Threads through their Instagram accounts.

The launch of Threads occurred shortly after Elon Musk imposed temporary limits on viewing tweets, which sparked frustration among Twitter users.

By adding more features to Threads, Meta aims to leverage possible discontent surrounding Twitter’s rebranding to X.

Through strategic improvements and leveraging the popularity of Instagram, Meta aims to create a more engaging experience on Threads.

With the potential to tap into existing user bases and capitalize on current trends, Meta seeks to strengthen its position in the social media landscape.

What About the Metaverse?

During an update to employees, Zuckerberg discussed Meta’s ambitious project known as the Metaverse, a virtual reality world yet to be created.

He stated that the development of augmented reality (AR) and virtual reality (VR) technology to power the Metaverse is progressing as planned and not significantly ahead of schedule.

However, concerns have been raised about Meta’s significant investment in the Metaverse. Its Reality Labs division, responsible for developing VR headsets and related products, has incurred multi-billion dollar losses.

While this has raised questions about the allocation of resources, Meta, as a whole, continues to perform well financially. The company recently reported a profit of $7.79 billion in the last quarter, indicating its overall financial stability and success.

The development of the Metaverse represents a substantial endeavor for Meta, aiming to revolutionize the digital landscape.

Despite the financial challenges in the Reality Labs division, Meta’s overall financial performance reflects its ability to maintain a strong position in the market.

About Threads, the app saw a surge in its early adoption, but the challenges lie in maintaining and engaging the user base over the long term.

Zuckerberg remains hopeful that with continuous updates and enhancements, the platform will regain its momentum and retain more users going forward.

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