By: 7/11 (Reserchers: Edwin Banda, Nthombifuthi Sithebe, Nathaniel Ferreira, Copywriter: Bongekile Mswane, Editor: Sinazo Mntambo)

Launched in July 2023 by Meta, Meta Threads disrupted the social space, integrating with Instagram. Fast forward, though, and despite the initial success of over 100 million sign-ups in a week the platform has struggled to sustain user engagement. In this blog, we dive deep into its key features, user feedback, growth metrics, and how it can benefit or hinder potential users.

Launch and Growth of Meta Threads

First off, Meta Threads saw a rapid rise in popularity as it was interconnected with Instagram and the users could automatically import their followers from the platform. However, this did not last for a long time, since soon it emerged that there were some very severe challenges faced by Threads in retaining its users. According to Business of Apps, the daily active user rates declined by 70% after one month. This is blamed on several factors, including the limited features on the platform and the lack of core functionalities such as hashtags and topic searches.

User Engagement and Retention Issues

User engagement with Meta Threads reportedly started high but tapered off as users lost interest in a platform lacking content discoverability and personalisation. Due to a lack of advanced searching on the platform, people could not find conversations or topics related to their interests. As a result, Meta reported that 85% of users stopped being active on the platform. Efforts toward better retention, with the addition of new features and more customisation, have not managed so far to capture their users interest.

User Feedback about Meta Threads

User reactions have been mixed. On the positive side, Threads retains a wholesome, friendly atmosphere, in large part due to its connection with Instagram. That ease of sharing into an established network promotes positivity and reduces trolling.

On the negative side, Users can only look for specific accounts, limiting their ability to browse trending topics or join conversations. In addition to that,  Without an algorithm to curate the content, users are often just scrolling through content that might not be relevant to them. Lastly, The only way to delete a Threads account is by deleting the connected Instagram account, which begs many questions about online presence control.

Core Metrics: Engagement, Retention, Growth:

Engagement:

Threads got huge momentum right after its launch, amassing more than 100 million users within one week. However, as time went on, users became less engaged with the app because of an absent feature in the form of hashtags or feeds customised to a user’s preference.

Growth:

Although the service did grow rapidly out of the gate, daily active users declined sharply within the first month by as much as 70%, demonstrating poor sustained use.

Who Are Some Potential Beneficiaries of Meta Threads?

Meta Threads can serve many needs for content creators, businesses, journalists, and community leaders.

Content Creators use Threads to update their followers about trending topics more quickly. In addition, the lack of the ability to search may impede one’s ability to be found.

Brands and Businesses love live ads, engaging consumers directly. On the other hand, poor management of customer service complaints can break reputations.

Journalists can give news in real life but must be sensitive to the source to deliver the news credibly.

Communities and Non-Profits can spur a discussion on social concerns but also must show restraint in the content provided in discussions lest they attract trolls.

Prospective Pros and Cons

Where Meta Threads excels is in its real-time engagement and viral potential for digital marketing, among other areas. Of course, this can also mean the following:

Pros:

The ability for real-time interactions, potentially going viral, direct interaction with followers, and integration via Instagram.

Cons:

Trolls, misinformation, reputation risks, and overexposure of content if too loosely curated.


The potential of Meta Threads for marketers, content developers, and brands alike is huge, but it will need to bear the burden of its limitations to play it well, considering user retention seriously. The offerings will be different because no competitor can harness the same pool of users as Instagram, while growth will further be based on how seriously the feedback of the users will be taken and built upon from here.