Mark Zuckerberg humorously shared a photo of himself building Threads for web, sparking excitement for the new feature.
While Threads garnered over 100 million sign-ups shortly after its launch, user engagement has declined, according to third-party analytics firms.
According to SimilarWeb, the number of daily active android users on Threads peaked at 49.3 million on July 7, but dropped to 10.3 million by August 7. Users are also spending less time on the app compared to before.
Meta has been introducing various updates to Threads, including web browser capability, in an effort to improve the platform.
However, experts believe Meta faces challenges in rebuilding interest in the app and maintaining a consistent flow of engaging content. Releasing a minimally viable product and relying on future updates to attract more customers can be risky.
Daniel Ives, a senior equity research analyst at Wedbush Securities, suggests that Meta needs to fully commit to Threads and continuously innovate to succeed.
The decision to develop Threads as a standalone app was influenced by a meeting between Mark Zuckerberg, Adam Mosseri, and other leaders. Elon Musk’s Twitter policies further expedited the launch of Threads.
Threads quickly gained millions of users, including high-profile individuals like Kim Kardashian and Alexandria Ocasio-Cortez, who expressed their frustration with Twitter as a reason for supporting the new platform.
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