Threads has lost half of its active users, but Zuckerberg intends to give them back

Half of the users who signed up for Threads are already no longer using the app, prompting Mark Zuckerberg to look for “hooks” to win users back.

Image source: threads

threads – application by Meta An SMS platform meant to compete with Twitter, which recently became X, has lost more than half of its users, Zuckerberg said Thursday. “Of course, if more than 100 million people are registered, it would be great if all or at least half of them stayed“, – wrote the head of the company.

Zuckerberg added that he thinks such an outflow is normal and the situation will improve as Threads adds new features. The app reached 100 million users in just five days of launch, outpacing ChatGPT’s growth. So far, however, the tech giant has been struggling to retain a majority of registered users.

Instagram CEO Adam Mosseri previously said Threads is working on implementing obvious but currently missing features like trending topics, hashtags, translation into another language, like view, and a feed that only shows posts users know.

Meta’s chief product officer Chris Cox said the company is also working on “hooks” to encourage users to return to the app, such as encouraging Instagram users to check out important threads. This points to even more crossovers between Threads and Instagram, which has been a major factor in Threads’ rapid growth.

Threads was launched just days after Elon Musk angered many X users by imposing tweet time limits. Adding new features to threads could help Meta capitalize on further X user dissatisfaction.

The decline in Threads users, despite the quick start, highlights the difficulty of retaining an audience amid fierce competition between social platforms. As Threads rolls out new features and increases its interaction with Instagram, it’s important to see if the app can win back the attention of already registered users.

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