In July, Meta, the parent company of Instagram and X (formerly known as Twitter), launched Threads, a social network touted as a “Twitter killer.” With an impressive 100 million sign-ups within five days, Threads seemed poised to challenge Twitter’s dominance in the microblogging space. However, recent reports reveal a significant decline in user traffic, with major brands and celebrities disengaging from the platform. In this article, we delve into the reasons behind this decline and explore potential strategies for Meta to revive interest in Threads.
The Initial Hype
Upon its launch, Threads generated substantial excitement, attracting millions of users eager to experience a new social media platform. Meta’s decision to automatically grant Instagram account holders their own Threads page played a significant role in achieving the eye-popping figure of 100 million sign-ups. However, this rapid influx of users didn’t translate into sustained engagement on the platform.
Major Brands and Celebrities Disengage
Threads’ early promise soon faded as major brands and celebrities started shunning the platform. The National Football League, Coca-Cola, McDonald’s, and Madison Square Garden are just a few examples of brands that have ceased posting on Threads. Similarly, celebrities like Oprah Winfrey and Will Smith, who initially joined the platform, have contributed little content since then.
The decline in engagement is evident from the drop in user traffic numbers. Similarweb, a research firm, reported an 82% decrease in daily active users on Android, from a peak of 49.3 million to 8.6 million. This steep decline has raised concerns within Meta, prompting the company to seek ways to reignite interest in Threads.
The Role of Rivalry: Elon Musk and Mark Zuckerberg
The rivalry between Meta CEO Mark Zuckerberg and Elon Musk, the owner of X, has added another layer of complexity to the situation. Critics allege that Musk has allowed hate speech to thrive on X, resulting in advertisers fleeing the platform. Zuckerberg, on the other hand, has emphasized creating a “safe space” on Threads, avoiding controversial topics and hard news. This approach has led to the perception that Threads is a rather dull platform, lacking the excitement and engagement found on X.
Meta’s Efforts to Revive Interest
To revive interest in Threads, Meta has started reaching out to influencers and creators, inviting them to various events and experiences. For example, social media influencer Emily Austin was invited to participate in a pickleball tournament in New York City. While Meta didn’t offer her monetary incentives to post exclusively on Threads, the outreach has motivated her to contribute more content to the platform.
Strategies for Meta’s Success
To regain momentum and attract major brands and celebrities back to Threads, Meta needs to implement strategic measures. Here are some potential strategies the company could consider:
1. Enhance Platform Features
Meta should focus on improving Threads’ features to make it more appealing to users. This could include introducing interactive elements, such as live video streaming or gamification, to increase engagement.
2. Develop Exclusive Partnerships
Creating exclusive partnerships with influential brands and celebrities can help Meta regain traction. By offering unique opportunities and incentives, Meta can attract high-profile users and encourage them to actively participate on Threads.
3. Address User Privacy Concerns
One factor that may have contributed to the decline in user traffic is privacy concerns. Meta should prioritize user privacy, ensuring that Threads provides a safe and secure environment for users to share their thoughts and engage with others.
4. Curate Engaging Content
Threads’ reputation for being dull could be addressed by curating engaging content. Meta should consider partnering with content creators, journalists, and influencers to deliver high-quality, thought-provoking content that keeps users coming back for more.
5. Embrace Trending Topics
While maintaining a safe space, Threads should also embrace trending topics and breaking news to keep users informed and engaged. This can be achieved by leveraging Meta’s existing partnerships and resources to deliver timely and relevant content.
6. Foster Community Interaction
Threads should emphasize community interaction to differentiate itself from other social media platforms. Meta can introduce features that facilitate meaningful conversations and connections among users, encouraging them to actively participate and contribute to the platform.
See first source: New York Post
What is Threads, and why was it initially hyped as a “Twitter killer”?
Threads is a social network launched by Meta, the parent company of Instagram and X. It generated significant excitement upon its launch, with 100 million sign-ups within five days, due in part to automatic account creation for Instagram users. It was seen as a potential challenger to Twitter’s dominance in microblogging.
Why have major brands and celebrities disengaged from Threads?
Major brands and celebrities, such as the National Football League, Coca-Cola, and Oprah Winfrey, have disengaged from Threads due to a decline in user engagement on the platform. This decline in user traffic raised concerns, prompting these entities to reduce their presence on Threads.
How significant has the decline in Threads’ user traffic been?
Threads experienced a steep decline in user traffic, with an 82% decrease in daily active users on Android, dropping from a peak of 49.3 million to 8.6 million, according to Similarweb, a research firm.
What role has rivalry between Mark Zuckerberg and Elon Musk played in Threads’ decline?
The rivalry between Meta CEO Mark Zuckerberg and Elon Musk, owner of X, has influenced the situation. Threads has been characterized as a “safe space” platform, while X has faced criticism for allowing hate speech. This perception has led to Threads being seen as less exciting and engaging.
What efforts has Meta made to revive interest in Threads?
Meta has begun reaching out to influencers and creators, inviting them to various events and experiences. While not offering monetary incentives, these efforts aim to motivate influencers to contribute more content to Threads.
What are potential strategies for Meta to revive Threads’ success?
Meta could consider several strategies, including enhancing platform features, developing exclusive partnerships with influential figures, addressing user privacy concerns, curating engaging content, embracing trending topics, and fostering community interaction to increase user engagement and interest in Threads. These strategies aim to make the platform more appealing and competitive.
Featured Image Credit: Nik; Unsplash – Thank you!