Meta’s Threads real-time messaging app, once hailed as a potential competitor to popular social media platforms, is now facing significant challenges in attracting new users. Despite a promising debut in July, the app is now ranking near the bottom of the popularity list, trailing even behind Tumblr. According to Insider Intelligence’s first Threads forecast, the app is projected to have only 23.7 million U.S. users in 2023, far behind the likes of Facebook, Instagram, and TikTok with 177.9 million, 135.2 million, and 102.3 million users respectively. This article analyzes the struggles faced by Meta’s Threads app, its declining popularity, and the potential avenues for improvement.
Amidst increasing competition and declining usage, Threads is struggling to retain and attract new users. Previously, the app witnessed a surge in user numbers at its debut, primarily due to its seamless integration with Instagram. This led existing Instagram users to easily sign up for Threads. However, the surge in popularity did not sustain, and the app failed to capitalize on the initial momentum. Additionally, the app faced an uphill battle against its closest rival, X, which was losing users due to issues surrounding its ownership by Tesla chief Elon Musk. Despite attracting some of X’s users initially, Threads could not rely on them for sustained growth. As a result, its user base began to dwindle.
Potential Avenues for Growth
While the future may seem challenging for Threads, there are potential opportunities for the app to regain its standing in the social media market. Elon Musk’s recent announcement of a possible monthly subscription fee for X users could lead to a shift in user preferences. If Musk follows through with this plan, there may be an increase in users seeking alternative platforms like Threads. This could potentially create a clearer pathway for Meta to monetize Threads, making it more attractive to advertisers. However, such a move by Musk might also alienate X users and require Meta to consider new strategies to address this potential user base.
Meta CEO Mark Zuckerberg has previously stated that the company has no immediate plans to monetize Threads until it achieves a larger and more established user base. Instead, the company has been focusing on developing new features for Threads to enhance its appeal. This includes the introduction of a desktop version and a search tool. However, advertisers and creators have highlighted the need for additional features such as analytics tools to make Threads a more robust platform. These improvements are crucial for attracting investments from advertisers and creators who are looking for more comprehensive platforms to engage with their target audience.
One of the key challenges for Threads lies in establishing its own unique identity in the social media market. Currently, the app is perceived as an extension of Instagram or an alternative to X. To truly flourish and succeed, Threads needs to offer users a distinct and compelling social experience. TikTok’s success can be attributed to its ability to provide users with a completely new and engaging platform. Jasmine Enberg, principal analyst at Insider Intelligence, emphasized the importance of Threads developing its own identity in order to become a major player in the market.
Meta’s Threads messaging app is grappling with a decline in popularity and struggles to attract new users. While its initial surge in users was short-lived, the app needs to find ways to reinvigorate its growth and establish its own unique identity. Taking cues from the successes of other platforms and responding to user demands for new and enhanced features can help Meta unlock the potential of Threads. Whether it is through capitalizing on a potential exodus of X users or introducing innovative features, the road ahead for Threads remains challenging but not insurmountable. The app still possesses the opportunity to turn things around and carve a place for itself in the competitive world of social media.