Threads has been running for almost a month now, and Meta's new platform seems to be a failure. According to a report by the Wall Street Journal and Sense Tower, only 13 million people use the platform daily. This figure means that 70% of the people who joined the new social network do not use it on a regular basis.
This is the second consecutive week that Meta's new social network has recorded a sharp decline. The previous week, Threads recorded a drop of almost 50% of its active users, and currently, notes the WSJ, the time users spend on the social network is only going down.
At the time of the app's release, the time spent by users on iOS mobile devices was 19 minutes. Now, registered users don't even spend four minutes on the social network, says digital data and analytics company Similar Web. The same is true for Android users. The average time decreased from 21 minutes on launch day to only five minutes now.
This drop demonstrates the platform’s poor performance. Even more so considering that Twitter's active users stand at around 200 million and that each of them spends approximately 30 minutes a day on the platform.
What is behind the fall of Threads?
The reason that could explain Threads’ drop in users could simply be the lack of new features in the social network. This was explained by Babson College professor specializing in social media strategy and digital marketing, Richard Hanna:
It’s clear by the drop-off that people are seeing they can’t do as much, and there are certain things that they want to be able to do that perhaps they can do on other apps,
However, this is not something that worries Meta, which, aware of its need to add new functions, assured on Thursday that customers would soon be able to enjoy new features. It did so via a video in which Adam Mosseri, head of Meta's Instagram unit that produced Threads, assured that the platform would soon have new updates: "ICYMI: we’re working on getting you those new features."
These features will include, for example, the ability to have more than one account in the application or the ability to edit posts. They will also add a chronological feed like the one already available on the company's other networks, Instagram and Facebook.