Meta Platforms’ social media platform Threads has reached over 175 million monthly active users just ahead of its first anniversary, CEO Mark Zuckerberg announced. The app, which debuted on July 5 last year, was strategically launched to capture users from X (formerly known as Twitter) during its turbulent acquisition by Elon Musk.
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Threads- Key Milestones and Growth:
- Rapid User Acquisition: Threads gained 100 million users in less than a week after launch, facilitated by the ease with which Instagram users could set up their Threads profiles. By April, the platform had over 150 million monthly active users.
- Current Statistics: As of the announcement, Threads boasts 175 million monthly active users, marking significant growth over its first year.
Engagement and Challenges:
- Engagement Struggles: Despite its impressive user base, Threads has faced challenges in sustaining user engagement. According to market intelligence firm Sensor Tower, user sessions and time spent on the app have significantly decreased. Last month, users averaged three sessions and seven minutes per day, a drop of about 79% and 65%, respectively, from July last year.
- Content and Direction Issues: Analysts have pointed out that Threads lacks a clear identity and original content, which could hinder its growth. Jasmine Enberg, an eMarketer analyst, highlighted that while the platform has potential, its future direction remains uncertain.
Business and Strategic Moves:
- No Advertising Revenue: Threads currently does not feature advertising, making little to no money for Meta. However, advertiser interest in the platform is high, suggesting potential future revenue streams.
- Integration with Fediverse: Recently, Threads joined the Fediverse, a collection of social media sites that support the ActivityPub protocol, enabling users to interact across different platforms.
Strategic Considerations:
- Standalone App vs. Integration: There is ongoing debate within Meta about whether Threads should continue as a standalone app or if its engagement should be redirected back to Instagram. This decision will likely impact the platform’s development and monetization strategies moving forward.
As Threads approaches its one-year mark, Meta faces the challenge of defining the platform’s identity and sustaining user engagement while exploring potential monetization opportunities.
