Threads Social Network: Monthly Users Reach Under 100 Million in 3 Months, but Mark Zuckerberg Remains Hopeful for Billion-User Milestone

The Rise and Challenges of Meta’s Threads: A Text-Based Social Network

Meta said today that its text-based social network Threads has under 100 million monthly users three months after its launch.

Mark Zuckerberg notes positive growth for Threads

During Meta’s latest earnings call, CEO Mark Zuckerberg expressed satisfaction with the progress of the social networking giant’s latest venture, Threads. With the current growth rate, Threads could potentially reach one billion users in the next few years. Zuckerberg emphasized the need for a billion-person public conversations app that fosters positive interactions, and he believes Threads can fulfill that vision.

Monthly active users and engagement on Threads

While the number of monthly active users is important, it might not be the best indicator of engagement on a social network like Threads. Casual users who open the website or app only once are counted as active users. In comparison, Threads’ rival X (formerly known as Twitter) boasts nearly 550 million monthly active users. Insider Intelligence analyst Jeremy Goldman reveals that Threads currently has almost five times fewer daily active users than it had at its launch in July.

Achievements and challenges

Threads achieved the remarkable milestone of 100 million signups within a week of its launch. However, engagement numbers have since dwindled. To counter this, Meta has introduced sought-after features such as post search, a web version, an edit button, and easy account switching. Future updates include trending posts and separate account deletion from Instagram. Notably, Threads is still unavailable to users in the EU, and no timeline was mentioned for its launch.

Efforts to increase engagement

To boost engagement, Meta has tried various tactics, including displaying a carousel of suggested Threads posts on Instagram and Facebook. There are rumors that users may soon be able to share Threads posts directly to their Instagram stories. Although Instagram head Adam Mosseri, who oversees Threads, has stated that the platform will not amplify news, it is not against it. However, searches for health-related terms such as ‘Covid’ and ‘vaccines’ have been banned, although this ban is expected to be lifted soon.

Threads: A place to empower creators

Meta’s vision for Threads is to make it a space that empowers creators. However, real-time news may be difficult to follow on Threads, as not all reporters and publications are actively posting on the platform. Reporters are seeking an alternative to X, which has made life challenging for publishers by removing headlines from link previews. While Threads is gaining attention for posting information on events like the Israel-Hamas conflict, it will take time for the platform to become a hub for real-time events with significant engagement, including pop culture moments and sports events.

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