Meta's new social media platform, Threads, made a red-hot debut with 100 million sign-ups in just five days. However, according to tracking firms SensorTower and SimilarWeb, the platform has experienced a drop in daily active users and time spent on the app since its initial surge. While Threads has shown potential in attracting users away from Twitter, it has also faced challenges in sustaining user engagement and growth.
One possible reason for the drop in engagement could be the early stage of the platform. As users explore a new service, it is natural for the initial sign-up boom to taper off as they determine if the community and topics align with their interests. Meta acknowledges that it is still early days for Threads and expresses excitement about its initial success, emphasizing their focus on stable performance, new features, and overall improvement in the coming months
Another factor impacting Threads' performance is its differentiation from Twitter. Adam Mosseri, head of both Instagram and Threads at Meta, has stated that Threads does not prioritize news or politics, making it less appealing to power users seeking those types of content. However, Similarweb's analysis suggests that Threads has the potential to steal significant usage away from Twitter, especially as the app team fills in missing features like hashtags and topical search.
Despite its positive aspects, Threads is not without its limitations and missing features. Some of the key issues highlighted by users and experts include:
1. Lack of direct messaging (DMs): Threads does not have a one-on-one private messaging feature, which is a standard component of major social media platforms
2. Non-chronological feed: The platform does not display posts in chronological order, instead relying on an algorithm to rank and serve content to users
3. Absence of paid ads: Currently, Threads does not include paid advertisements, although many brands have already joined the platform
4. Missing features like hashtags and text search: Threads does not support hashtags for topic discovery or allow users to search for specific text or phrases within the app
5. Lack of a desktop website: Threads can only be accessed through iOS or Android apps, as it does not have a desktop website
6. Inability to delete Threads account without deleting Instagram: Currently, there is no way to delete a Threads account without also deleting the associated Instagram account
To address some of these limitations and improve user experience, Meta has rolled out a few updates, including a translate button, a tab to show followers, and the option to subscribe to and receive notifications from accounts not followed However, users are still eagerly awaiting features like an edit button, browser version, chronological and following feeds, and enhanced privacy and content moderation measures
Meta has also expressed its plans to make Threads compatible with the ActivityPub protocol, an open social networking protocol established by the World Wide Web Consortium (W3C). This compatibility would allow Threads to interoperate with other apps that support the ActivityPub protocol, enabling diverse and interconnected networks
In conclusion, while Threads experienced a remarkable sign-up boom, it has faced challenges in maintaining user engagement. The platform's differentiation from Twitter, coupled with its limitations and missing features, have contributed to fluctuations in user activity. However, Meta remains committed to improving Threads and addressing user feedback. With further updates and enhancements, Threads has the potential to carve out its own space in the social media landscape.