Meta CEO, Mark Zuckerberg said in an internal speech that Threads lost more than half of its users within a few weeks of its launch. He therefore charged his staff at Threads to focus on the retention rate. Zuckerberg said, “If hundreds of millions of people sign up and at least half of them stay, that would be great. It’s clearly not there yet”. For this decline, Zuckerberg said that it is normal. He also claims that as the company adds more activation functions to the app, it is expected that the retention rate will increase. Meta chief product officer Chris Cox said that the company is considering adding more features that can attract users to stay, such as important Threads that can be seen on Instagram.
Before Mark Zuckerberg confirmed the decline in a statement, there were studies showing the decline. According to recent studies from data-tracking sites SimilarWeb and Sensor Tower, Threads’ daily active user count has roughly halved. The studies claim that the figure has since dropped from 49 million to 23.6 million in just a few weeks. This is a huge drop in user engagement and time spent on the app.
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Meta’s Response
Reuters reports that Meta Platforms executives are now heavily focused on boosting retention on Threads after the app lost more than half of its users. The company is planning to introduce retention “hooks” to keep users engaged with the app. These hooks could include features such as personalized content, notifications, and rewards for using the app.
There are several reasons why Threads has lost more than half of its users within a few weeks. One reason is that the app is facing stiff competition from established social media platforms such as Twitter and Facebook. Users may be hesitant to switch to a new platform when they are already comfortable with their current social media habits.
Another reason is that Threads may not offer enough unique features to attract and retain users. BGR also believes that the app’s focus on private messaging and close friends lists may not be enough to differentiate it from other social media platforms.
Final Words
Meta Threads has lost more than half of its users within a few weeks. This is a huge setback for the platform. Its executives are heavily focused on boosting retention on Thread. The company is also planning to introduce retention “hooks” to keep users engaged with the app. However, the app is facing stiff competition from established social media platforms. Thus, it has to put in more work to retain its users.
