Meta Platforms to Introduce Web Version of Threads, Competing with X for User Engagement
In an attempt to regain momentum in user engagement, Meta Platforms is preparing to launch the web version of its recently introduced text-focused social media platform, Threads. This move is aimed at positioning itself ahead of X, formerly known as Twitter, as the initial surge in user interest begins to dwindle.
The eagerly anticipated web version of Threads is expected to enhance the platform’s utility for power users, including brands, corporate accounts, advertisers, and journalists.
While Meta (NASDAQ: META) has not provided a specific launch date, Adam Mosseri, the head of Instagram, suggested that the release could be imminent. In a post on Threads, Mosseri mentioned, “We are close on web…” According to a report in the Wall Street Journal, the launch might take place as early as this week.
Threads was initially launched as an Android and iOS app on July 5, attracting 100 million users within a span of just five days. However, its popularity witnessed a decline as users returned to the more familiar X platform after the initial curiosity surrounding Meta’s new offering.
Within a little over a month, the daily active users of the Threads Android app plummeted from a peak of 49.3 million to 10.3 million, as reported by the analytics platform Similarweb (NYSE: SMWB) in a report dated August 10.
Concurrently, the management is swiftly implementing new features to revitalize the platform. Threads now allows users to set post notifications for specific accounts and view them in a chronological feed format. Additionally, an enhanced search function is on the horizon, which will enable users to search for individual posts rather than just user accounts.