Threads, the latest social media platform from Instagram and Meta, has taken user feedback into account and introduced several new updates to its app.
One of the significant updates includes a chronological feed, allowing users to view posts from the accounts they follow in the order they are posted. Additionally, users now have the ability to see who is following them in their followers’ list and benefit from advanced notification filters. For users with private accounts, the app offers a more streamlined process for approving new followers.
Furthermore, Threads has added a new translation feature. Users can now simply tap on the lower right corner of a post to have it translated into their preferred language. These updates were introduced to enhance the overall user experience on the app.
However, despite an impressive number of sign-ups and daily active users (DAUs), Threads has been facing challenges in maintaining user engagement. Data from Sensor Tower indicates a significant decline in the time spent on the app, particularly on weekends. On July 6, the app experienced a 60% decrease in usage compared to previous highs. Moreover, the average time spent on Threads was 60% lower than Twitter and 85% lower than Instagram.
Similarweb’s data for July 5 to July 20 also shows a downward trend in Threads app usage on Android, with DAUs dropping by 71% from its peak of 49 million users to 14.25 million users on July 20.
These declining engagement metrics raise concerns about the app’s ability to retain user attention in the long run, despite its impressive initial growth in user numbers.
Moving forward, the key takeaway from these developments is the importance of aligning user needs with app functionalities. While high sign-up rates are promising, sustainable user engagement is crucial for long-term success. The declining engagement with Threads may prompt digital marketers to reevaluate the app as an effective marketing channel. Understanding and addressing user preferences and pain points will be essential for Threads to thrive in the competitive social media landscape.
