Meta is reportedly looking for ways to revive interest in Threads as its traffic continues to decline


By - Che Browndon
Written-on - October 5 2023

Threads

Three months ago, Thread was one of the fastest growing social media platforms achieving over 100 million new sign ups in just a few days after official launch. This social media was created as an opponent for X formally known as Twitter because of its similar features but now it seems it can’t even keep up with X.


Threads' decline


The drop didn’t just take place during this time period but in the past. Similarweb revealed the number of daily active users dropped from 49 million a few days after launch to 12 million in a span of three weeks. Its daily active users from then on have been in decline with Sensor Tower reporting 8 million accessing the platform at the end of July.


Meta's plan on reviving Threads


"TheInformation" recently revealed an interesting ‘piece’ suggesting Meta staff looking for ways to revive Threads. One of the priorities is by convincing creators to post more often. Meta will ensure this by holding focus groups with creators this month to see what they can do to make the social media platform gain some traction and become appealing for long-term use.


Meta’s plan to revive the app includes finding a balance between hard news and pop culture and attracting black creators to the platform. The Meta staff despite this has acknowledged many prefer to stick with X


Threads' brand retention problem


Threads BBC

Threads are also struggling to retain brands due to low engagement on posts. Post engagement can determine how successful a social media platform is or if it’s a failure. An example of this is BBC news accounts being inactive for 11 weeks despite having thousands of followers. Another example is CBS which hasn’t posted in 5 weeks. This trend can be found across the social media platform which says a lot.


Closure


Threads despite being one of the fastest growing social media platform, is also declining at a rapid pace. It hasn’t succeeded in exceeding X and unless there are some major changes, it won’t keep up or surpass in the future. With proper feature updates, maybe Meta might find a way to pull billions of active users from its already existing social media platforms such as Facebook and Instagram.


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