Struggling Threads Continues Revamp Efforts to Retain Users, Faces Uphill Battle

It’s quite amusing that Threads is coming to Spain as an app already deceased. The one that had self-proclaimed itself as the successor to Twitter has found out that competing with Elon Musk‘s social network isn’t as easy, and in less than a month, its active users have decreased by 82%. So, anyone still there must be in the minority. Nevertheless, at Meta, they have taken action to stem the bleeding with three novelties that sound like “too little, too late.”

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Firstly, the major novelty is the ability to directly share a Threads post to Instagram Direct Messages, similar to how it’s done with any web post. Secondly, there’s the option to add descriptions to the photos and videos you publish. Thirdly, they’ve introduced a button for easily mentioning other accounts. Essentially, these are features that should have been available from the start.

If Threads intends to succeed in a landscape where we all know Twitter is going down, but we’re waiting until the last moment to jump ship, it will have to go all out and not settle for these changes, which are more fitting for an app that appeared (or “app-eared”?) too early in the market, without proper testing and lacking the minimum expectations for a Twitter clone. Many potential users, but few interested ones.

Zuckerberg, who still has his impending showdown-debate with Musk, promised that Threads would eventually feature a search button (oh, well, that changes things) and could be accessed independently from the phone, with its own web version. In other words, it’s going to have the bare minimum that Twitter offers. Perhaps this will elevate Threads’ posts, but at first glance, it doesn’t sound very promising, especially considering that Meta’s app lacks trending topics, hashtags, or direct messages.

It’s highly likely that Twitter users, while seeking a new haven for the blue bird’s ship, made a pit stop at Threads before deciding between BlueSky or sticking to the social network that only Musk refers to as “X.” What’s clear is that the refuge of the once-known “microblogging” world isn’t in the hands of another billionaire. At least, not without giving the concept a spin. We’ll have to keep waiting.

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