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Meta might soon bring a web version of Threads as it struggles to retain users weeks after launch


At the beginning of last month, Meta introduced Threads, a new text-based social media platform. The launch of Threads had been making headlines for quite some time and when the app finally launched, people were quite eager to give it a try. By using their Instagram credentials, users can easily sign in to Threads and start sharing their thoughts with the world. This new app launched at a time when many were becoming disinterested in Twitter due to various alterations, including limiting user activity. Therefore, Threads was thought to be a potential substitute for Twitter, which has now been renamed as X.

The app had a whopping 100 million sign-ups within 5 days of launch. Threads was also reported to be one of the fastest growing social media sites. However, a few weeks after its launch, reports had surfaced that Threads lost more than half of its subscribers. Reports also said that Meta is planning to add features to Threads in order to retain users.

And as per fresh reports, a web version of the app might be launching soon. In addition to this, the company might also add search functionality in the app.

Threads taking measures to retain users

According to a Reuters report, Threads is planning to add a mention button so that the users will be able to mention someone’s account in a Threads post without any hassle. In addition to this, the company will also be launching a web version of the app. Presently, Threads can be accessed only via your phone, through its app. The web-version is not there yet. However, people can still view a Threads post via web if they have the direct link.

Launching a web version will mean that people will be able to log in to Threads via web too, just like they can do with Twitter. And this might prove to be beneficial for Meta as desktop users will directly experience Threads instead of picking up their phone to use the app. With that being said, nothing is certain for now and we must wait for an official announcement from Meta to see if the web version is being launched or not.

Apart from this, the company is also looking to add search functionality in the coming weeks, the report added.

When Threads lost more than half of users

Reuters had earlier reported the loss of more than half of users for Threads. Meta CEO Mark Zuckerberg revealed the same during an internal town hall and said that even though the retention on the Threads app was ‘better than what the executives had expected, it was not perfect’. Reuters had cited its source as the audio of the internal call that they had accessed.

“Obviously, if you have more than 100 million people sign up, ideally it would be awesome if all of them or even half of them stuck around. We’re not there yet,” Zuckerberg said.

The Meta CEO, however, added that the drop in the users is not exceptional. The report quoted him saying that the drop in users was ‘normal’ and that he was optimistic about retention rates improving as the company added more features to the app.

“Meta is looking at adding more retention-driving hooks to entice users to return to the app, like making sure people who are on the Instagram app can see important Threads,” Chief Product Officer Chris Cox had said at the time.

Edited By:

Divyanshi Sharma

Published On:

Aug 10, 2023

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