Threads is experiencing a decline in daily active users (DAUs). Last week, the Sensor Tower revealed that Threads’ DAUs have decreased by 82%, and the time spent on the app has also reduced, with only eight million people currently using it. Mark Zuckerberg, the CEO of Meta, stated in a town hall meeting last month that the company is working on more ‘retention-driving hooks’ or features to keep users engaged and prevent them from leaving the platform.
Zuckerberg wrote in a post on Threads, ‘A great week for Threads. The community here is on the path that gives me hope for building a thriving long-term app,’ and he added, ‘Discoveries and web features will be coming in the next few weeks.’
Mark Zuckerberg mentioned, ‘There is much work ahead, but I’m excited about the team’s shipping pace
This event occurred a few days after the company announced its plan to boost retention on the platform, and Zuckerberg said that users’ retention on the app was better than expected, although it was ‘not great.’ He emphasized, ‘Ideally, if you have more than 100 million sign-ups, it would be great if all or at least half of them stayed. We’re not there yet.’ The drop-off was ‘normal,’ and he hopes that retention will increase as the company adds more features to the app.
New features are coming to Threads. Recently, Threads received a set of new features to better compete with X. Meta-owned company has introduced a chronological feed and an option for automatic translation. The CEO said that more features are coming to the platform.
Additionally, Instagram’s head, Adam Mosseri, announced several updates, including new ways to filter activity notifications, a button to instantly follow back followers, and a quick way to approve follower requests.