Meta, the parent company of popular platforms like Facebook and Instagram, is making efforts to boost user engagement for its Threads app through a new web version.
The contender to X, previously known as Twitter, rapidly gained popularity upon its July launch. However, its user base dwindled swiftly as people abandoned the platform, partly due to its limited capabilities.
Meta has indicated its intention to introduce new features by launching a web version. However, experts stress the need for more substantial efforts to reignite customer interest.
The newly unveiled desktop version allows web-based users to post Threads, browse feeds, and interact with other users’ Threads. Meta plans to add more functionalities in the coming weeks to ensure a consistent web and mobile experience.
During its initial launch week, Threads attracted over 100 million users. Yet, by the end of July, this number had plummeted by over half.
The tech conglomerate, which also owns Facebook, Instagram, and WhatsApp, holds optimism that this announcement will reverse the declining trend.
Rebecca McGrath, Associate Director for Media and Technology at Mintel, commented, “Meta’s choice to launch Threads in a basic form disappointed users. Many who explored the platform after its highly promoted launch expected a polished alternative to Twitter. While the web version is a significant step, there is more progress needed.”
Notably, the platform still lacks a search function, a deficiency users have criticized. Experts assert this feature is crucial for Threads to effectively challenge Elon Musk’s X.
Tama Leaver, a professor of internet studies at Curtin University in Australia, stated, “Meta needs to prioritize implementing an enhanced search functionality. This will allow users to find topic-based communities, a pivotal step in luring back those seeking a Twitter alternative. Meta’s decision to omit hashtags, especially when they’re already on Instagram, is puzzling. Hashtags are integral to X and likely the key feature to entice users to reconsider Threads.”
Prof. Leaver also speculated Threads’ efforts to surpass X could benefit from the ongoing controversies surrounding the former Twitter platform.
Recent incidents, such as delayed removal of Holocaust-denying content and Elon Musk’s proposal to eliminate the block feature, drew criticism. Some argue this move could worsen challenges in curbing abusive messages.
Rebecca McGrath from Mintel agrees, stating that the “continuing controversial actions” at X will maintain the demand for an alternative platform.
“This suggests that individuals will be ready to engage with Threads again as soon as it has a more advanced version,” she informed the BBC.
“However, the importance of time still holds true for Threads.”
Story credit
Related stories:
