Threads already has over 100 million registered users, a real milestone for an app Posted 15 days ago and its deployment in the European Union is still pending. Meta’s leader, Mark Zuckerberg, did not want to waste the opportunity to publicly celebrate this growth.

However, the metrics that allow us to measure the strength of any social network go beyond registered users. Other data, such as number of active users and length of stay, are also essential. This is exactly where Threads started to show a certain downward trend.

Topics and active users issue

The Wall Street Journal points out that, based on data from Sensor Tower, the Meta app, designed to compete with Twitter, is in decline. about 70% Percentage of daily active users (GEKS) since its peak on July 7. Currently, around 13 million people use the app daily.

The discouraging numbers also go a little further. The time spent by iOS and Android users in the app has also decreased. On average it went from about 19 minutes to four minutes. Globally, Threads’ performance greatly conflicts with Twitter, a service it plans to dethrone.

While Twitter has stuck to many controversial moves, such as restricting its API and removing free features, the social network acquired by Elon Musk 200 million LATE, according to Sensor Tower. The company also points out that the average usage time of users is 30 minutes per day.

From Meta, they insist that the metrics mentioned above are not alarming, but they are already taking steps to create a more attractive offering for users. These consist of adding functionality that allows it to be more like Twitter, which might be the optimal strategy for conquering its users.

There’s no word on what exactly will come to Threads, but Instagram’s president, Adam Mosseri, said: provided some tips. For example, many users want a post that only shows posts from people we follow and have made sure it’s “on the list”.

There are other features that can help boost Topics, like the ability to discover trends and use hashtags (strangely, hashtags work on Instagram but not Topics). Also, the settings in the search engine only serve to find users for now, no posts or content.

Images: Aim

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