By The Legend

Threads was officially launched on July 6, 2023, following significant anticipation due to its integration with Instagram. Operated by Meta Platforms, Threads is a social media and networking service that requires users to register using their Instagram accounts. Within just seven hours of its launch, Threads gained 10 million users, reaching 100 million within five days—surpassing the previous record set by ChatGPT and making it the fastest-growing platform in history.

A bumpy road

However, by the end of July 2023, Threads faced a sharp decline in user engagement, with 70% of users ceasing daily activity on the platform. Despite this setback, Mark Zuckerberg expressed preparedness for such retention challenges and introduced new features that allowed users to post up to 20 times per day. These enhancements contributed to a recovery in user engagement, ultimately leading to 200 million monthly users.

Key Metrics

The engagement metrics you monitor will depend on your campaign’s channels and objectives. While we have carefully selected a few key metrics that apply broadly across campaigns, you may wish to customize this list based on your specific goals.

Metrics that demonstrate the effectiveness of the service in retaining and satisfying users include user loyalty and retention rates over a quantifiable time frame. The churn rate (CR) represents the percentage of users who stop using your service, helping identify areas for improvement. 

The Net Promoter Score (NPS) gauges user loyalty by asking how likely they are to recommend the platform to others. User interaction metrics—such as pages per session and average session duration—measure engagement by tracking user activity and time spent on the platform. User retention and loyalty metrics assess how well the platform keeps users engaged, utilizing CR, NPS, and customer retention rates to measure satisfaction, loyalty, and customer lifetime value (CLV). Additionally, conversion and growth metrics like conversion rate and new user growth indicate how effectively the platform attracts and converts users. Customer satisfaction is tracked through metrics such as the Customer Satisfaction Score (CSAT) and social media engagement, reflecting user feedback and brand perception.

Product managers utilize these metrics to guide feature development and enhance user experience, while marketing teams focus on growth strategies and maximizing customer value for optimized targeting. Customer support teams leverage satisfaction data to improve services but should avoid relying solely on ticket volume for insights.

Here are the key metrics broken down about Threads

Mark Zuckerberg, as CEO of Meta (formerly Facebook), likely uses a variety of key performance indicators (KPIs) to measure the success and growth of Threads, Meta’s text-based social platform. we can infer several KPIs based on industry standards for social media platforms, Meta’s broader business goals, and public statements about Threads and its progress and here are the key metrics.

1.User Growth and Retention Metrics:

 Monthly Active Users (MAUs): This measures the total number of unique users who interact with Threads on a monthly basis. It’s a core indicator of the platform’s user base and overall growth.

2. Engagement Metrics 

Time Spent on Platform: This KPI measures how much time users spend on Threads per session and day. Higher engagement times suggest that the platform is captivating users.

3. Content and Community Growth

Content Creation Volume: Monitoring the total number of threads created over a period of time is essential for understanding user activity and the richness of content.

The Key Performance Indicators for Threads are focused on user growth, engagement, content quality, platform health, and monetization, aligning with Meta’s broader business objectives.

This article discusses the competition among various social media platforms, particularly focusing on Meta’s Threads as it aims to rival Elon Musk’s X (formerly Twitter). Despite an initial surge in users, Threads has been criticized for being uninspiring and lacking engagement. Other platforms like Bluesky, Mastodon, and Instagram are also part of the evolving landscape of alternatives vying for attention. Threads represent Meta’s attempt to capture a share of the social conversation space but face challenges in maintaining active user participation.

Recommendations

Social Network Adoption: Review the changing landscape of social networks, particularly video-centric platforms like TikTok and Instagram Reels.

Organic Search: Monitor core updates and EAT (Expertise, Authoritativeness, Trustworthiness).

Organic Search: Explore opportunities from structured data and SERP features.

Organic Search: While voice search remains popular, it may yield limited benefits for most businesses.

Ad Optimization: Testing becomes more sophisticated as ad platforms evolve.

Credits

Reseacher- Velile Mkane

Researcher- Bilene Mazibuko

Researcher- Lethukuthula Ntuli

Writer – Jamin Campbell

Editor- Kgomotso Molomo