Threads, Instagram’s response to Twitter, had a fiery start with Meta’s CEO, Mark Zuckerberg, boasting about the platform bagging 100 million sign-ups within the first week of launch.
But, as the weeks rolled by, the app saw a dip in daily active users from a healthy 49 million to a modest 23.6 million.
Zuckerberg is not one to sit back and watch. He has acknowledged this downturn and is planning to implement more “retention-driving hooks”.
The primary goal?
To amp up user retention on the platform. He spilled the beans on this during a town hall meeting with employees.
According to a Reuters report, the top boss stated that user retention on the app exceeded expectations, although it wasn’t perfect.
“Obviously, if you have more than 100 million people sign up, ideally, it would be awesome if all of them or even half of them stuck around. We’re not there yet, he was quoted saying. But according to Zuckerberg, this decrease is just a “normal” hiccup, and he anticipates that retention rates will get a lift as more features are added to the app.
What’s Meta’s game plan?
Chris Cox, the Chief Product Officer, gave us a peek. They plan to roll out more “retention-driving hooks” to reel users back to the app and ensure that Instagram app users can easily spot important Threads.
What’s new on Threads?
To up its game against Twitter (now known as X) and its established communities, Instagram’s Threads has been beefed up with a suite of new features.
An option for a chronological feed and translations are the new kids on the block. “Threads started rolling out an option for a chronological feed of only people you’re following and added translations too. More to come,” declared Meta’s CEO, Mark Zuckerberg, on his Instagram Channel.
With these new additions, Threads users can view posts from other profiles on their feeds in two unique ways: Following and For You. Plus, Threads posts in the feed will now be translated automatically.
Instagram’s head, Adam Mosseri, also chimed in with the announcement of new ways to filter notifications in Activity, a button to quickly follow your followers, and a quick method to approve follower requests.
Get ready for Meta’s rebound with Threads—they’re here to win the game, not just play it!