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The Decline of Threads: Exploring the Factors Hindering User Retention and Viability as an Alternative
Short Summary:
Despite an initial surge in Threads sign-ups on Instagram, user retention has dropped significantly. Daily active users on Threads have decreased by 70%, with the time spent on the app reduced to only 4 minutes. The lack of key features, such as a proper search function and a working desktop version, as well as the non-chronological algorithm-based timeline, have contributed to this decline. Additionally, Twitter's continued presence and functionality hindered Threads from becoming a viable alternative.
Threads, the messaging app that initially experienced a surge in sign-ups through Instagram, is now grappling with a sharp decline in user retention. According to a report by The Wall Street Journal, the number of daily active users on Threads has plummeted by a staggering 70%. What is even more concerning is that the average time spent on the app has dwindled to a mere 4 minutes, which is less than 20% of the 21 minutes that users were spending on it during its initial launch phase.
There are several factors that can be attributed to this rapid decline in popularity. One of the primary culprits is the algorithm-based timeline. Initially, this timeline was dominated by Instagram influencers, celebrities, and brands. This skewed representation created a disconnect between users and the content they were interested in. While efforts have been made to improve the feed, it is still not chronological. This lack of a clear and coherent timeline has deterred users from engaging with the app.
Furthermore, Threads is plagued by the absence of critical features. The app lacks a proper search function, making it challenging for users to find specific content or conversations. Additionally, there is no working desktop version, limiting the accessibility and convenience of the app for users who prefer to engage in conversations on larger screens.
However, perhaps the most significant reason for Threads' faltering success lies in the endurance of Twitter. Despite Elon Musk's questionable decisions and the absence of substantial improvements to the platform, Twitter remains an active and functioning social media giant. Despite claims that "Twitter is dying," it continues to maintain its online presence and attract users. This resilience and continuous functionality make it challenging for Threads to establish itself as a credible alternative.
Elon Musk's influence on Twitter has been met with mixed reactions. While some may criticize his decisions and highlight the site's technical flaws, it is essential to acknowledge that Twitter still functions on a day-to-day basis. Despite occasional disruptions like rate limiting or controversial moves such as the restriction on daily direct messages, users are still able to utilize the platform. From sharing articles to engaging in conversations with their audience, Twitter offers a range of functionalities that users find valuable.
In conclusion, the decline of Threads can be attributed to various factors, including the non-chronological timeline, lack of key features, and the enduring presence of Twitter. As the app grapples with decreased user retention, it is evident that improvements and significant changes need to be implemented to regain user trust and engagement. Without addressing these concerns, Threads will continue to struggle in establishing itself as a meaningful and viable alternative in the ever-competitive social media landscape.
- July 24, 2023
- 5 min read
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