Threads Has Lost Half Its Users Since Launch

Reuters is reporting that more than half of initial users have now left Threads which a couple of weeks ago was seen as a “Twitter killer”:

“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,” he said.

Zuckerberg said he considered the drop-off “normal” and expected retention to grow as the company adds more features to the app, including a desktop version and search functionality.

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,” said Chief Product Officer Chris Cox.

To be honest, I am not shocked by this. Threads is the shiny new object that isn’t exactly feature complete. But the question is if Meta can build on the people who stay. Now I am not on Threads as I refuse to use a Facebook product. But from what I have heard from Threads users, there is a lot of engagement on the platform. And that to me suggests that Meta can still make a go of this and make Elon Musk’s life miserable. Thus I will be sitting back and watching this to see if that becomes reality.

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