Well, it seems like Threads is having a hard time keeping its users interested. 

While user retention rates exceeded expectations at first, Zuckerberg’s recent statement acknowledges that they have long fallen short of Meta’s aspirations.

Data released by market intelligence firm Sensor Tower shows that user engagement on Threads dropped by 70% two weeks after its launch, with daily active users decreasing from 44 million to 13 million. Other revealed figures also noted a drop in the average daily time spent on Threads, decreasing from 19 minutes to 4 minutes. 

To address this challenge, Meta is currently exploring “retention-driving hooks” that expose Instagram users to “important” content from Threads; as it rushes to add other audience-demanded features such as the “Following” feed and post translation.

The takeaway here? In this fast-paced realm of social media, surviving the fierce competition demands platforms to constantly develop new features that resonate with their user community. Missing out on the essentials won’t cut it.

Eventually, Threads might end up surprising us all by staging the greatest comeback ever. However, the second fastest-growing app in history might also gracefully bow out, concluding its short-lived journey. 

Either way, the trip is guaranteed to be anything but boring!

Keep your eyes on us for more Threads gossip and learn more here.