Meta's new text-based social media platform, Threads, generated significant excitement upon its launch. The platform emerged amid reports of Meta's plan to develop a Twitter alternative, and Threads was introduced to the public on July 5. Many users, seemingly frustrated with Twitter's recent changes, particularly the rate limit imposition, eagerly flocked to Threads, resulting in an impressive 100 million sign-ups within a mere five days. The platform was hailed as one of the fastest-growing social media sites at the time. However, recent reports now reveal that user retention on Threads has been less than ideal, with more than half of the users ceasing active engagement since signing up.
A Reuters report brought to light the issue of user attrition on Threads. During an internal town hall, Meta CEO Mark Zuckerberg candidly acknowledged that while the retention on the app was better than anticipated by the executives, it was far from perfect. The revelation, based on the audio of the internal call accessed by Reuters, sheds light on the challenges faced by the promising new platform.
"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," Zuckerberg remarked during the town hall meeting.
Despite the setback, Zuckerberg remains undeterred and sees the drop in users as a normal part of platform growth. He expressed optimism about enhancing user retention by introducing more features to the app. The CEO believes that such "retention-driving hooks" would entice users to return and engage more actively with Threads. Among these efforts, Meta plans to integrate Threads with its widely used platform, Instagram, ensuring that people using the photo-sharing app have visibility of important Threads.
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Chief Product Officer Chris Cox affirmed Meta's commitment to enhancing retention by implementing various strategies. Meanwhile, during the second-quarter earnings conference call with analysts, Zuckerberg acknowledged that the Threads team has essential groundwork ahead, including building and experimenting with features that resonate with users. While he recognizes that many users may initially enjoy the Threads experience, continuous improvement is essential to ensure users' continued engagement and their confidence that Meta is striving towards a promising future for the platform.
Despite the challenges and the need for refinements, Meta remains resolute in its pursuit of making Threads a success. The platform's potential to offer a refreshing social media experience continues to fuel the company's determination to address user retention issues and shape Threads into a thriving online community.
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