During the second week of this month, Instagram’s Threads platform appeared to be a promising competitor to Elon Musk’s Twitter, now known as “X.” In just five days, Threads garnered 100 million sign-ups, benefiting from its integration with existing Instagram accounts. However, there has been a significant decline in usage since then. According to a report from Reuters, Meta CEO Mark Zuckerberg mentioned in a company Town Hall that over half of the initial 100 million users who signed up for Threads are no longer active. While Zuckerberg acknowledged that the retention rate on Threads was better than expected, he also acknowledged that it was not perfect.
Zuckerberg characterized the drop in Threads’ usage as “normal” and expressed his desire for a higher user retention rate. He believes that by introducing more features such as a search function and a desktop version of Threads, the platform’s retention rate will improve. During the Town Hall meeting, Zuckerberg expressed his optimism, saying, “Ideally, it would be awesome if all or even half of the 100 million sign-ups continued using Threads. We’re not there yet.”
Threads introduces a Following feed, enabling users to view posts from profiles they follow with the latest posts prioritized.
Chief Product Officer Chris Cox emphasized the need for “retention-driving hooks” to encourage inactive Threads users to come back to the app. One possible approach Cox mentioned is ensuring that important Threads content is visible to users on the main Instagram app.
Recently, Threads released updates for the iOS and Android apps. These updates include a “Following” feed, displaying posts from followed profiles with the most recent content showcased at the top. Another option, the “For You” feed, blends posts from followed profiles with recommended content. Users can switch between feeds by tapping the Threads icon at the top of the screen and swiping.
Additionally, Threads now offers features such as post translations, enhanced notification filtering options in Activity, a Follow button for quick reciprocation of followers, and an expedited approval process for new follower requests for users with private accounts.
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