Meta’s endeavor to establish its platform, Threads, as a formidable competitor to Twitter has taken a new turn as it introduces a web version, in a bid to invigorate its lackluster debut.
Threads, intended to rival Twitter’s appeal among celebrities, businesses, and governmental bodies, has expanded its reach by becoming accessible through web browsers, targeting professionals and media-oriented users who predominantly engage with social media from their computers during working hours.
(Photo: STEFANI REYNOLDS/AFP via Getty Images)
This photo illustration created in Washington, DC, on July 6, 2023, shows the logo of Threads, an Instagram app, reflected on its opening page.
From Mobile to Web
The transition from a mobile app to a web version marks a significant shift for Threads. Adam Mosseri, the head of Instagram and Threads, announced the web version’s launch inviting user feedback. Previously confined to iPhones and Android phones, Threads’ expansion to the web could potentially broaden its user base.
Threads’ web version currently features a countdown timer and an app link but has evolved to include a read-only feed. Meta’s decision to enhance Threads comes as the company recognizes its shortcomings in comparison to its competitor, X (formerly Twitter).
The move to elevate its features and accelerate its development timeline is indicative of Meta’s determination to overcome its limitations.
Meta has not only introduced a web version but also rolled out a Twitter-like functionality akin to “retweets.” This new feature, labeled “Reposts,” allows users to share and view others’ profiles on Threads. Furthermore, the platform introduced a reverse-chronological “Following” feed.
Meta’s anticipation of Threads’ rapid growth prompted the swift implementation of improvements. Despite an initial surge to 100 million users, the platform faced a decline in engagement and popularity due to its restricted functionalities.
Responding to user demands for a web version, Meta’s decision aligns with the company’s commitment to meeting customer expectations. Mark Zuckerberg, CEO of Meta, had previously hinted at the web version’s development and recently shared a picture of his younger self working on Threads’ web iteration.
By introducing the web version, Meta aims to penetrate a broader audience and enhance its competitive stance against X, an aspiration shared by Mark Zuckerberg in his rivalry with Elon Musk.
Read Also: Threads Now Allows Sharing Directly to Instagram DMs, Still Directs All Chats to Parent App
Where’s the Search Function?
While Threads’ web version marks a positive advancement, it still lacks a search function, which could further enhance its appeal.
Initially introduced in July as a promising competitor to Twitter, Threads garnered considerable attention and rapidly gained users. Leveraging the challenges faced by Twitter’s rebranding as X and Elon Musk’s high-profile online presence, Threads initially thrived. However, user enthusiasm has waned due to limited functionality, causing declining user engagement.
Despite Threads’ initial success with over 30 million sign-ups, recent data from Sensor Tower and Similarweb reveals that the platform’s momentum has slowed. Daily active users have decreased by 82%, with around eight million remaining engaged, far below Meta’s projections.
Users are spending significantly less time on the platform, with average daily usage plummeting from 19 minutes during launch to 2.9 minutes.
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