Meta Platforms is gearing up to release a web-based version of its microblogging app Threads within the coming week. This is a major addition to the app as it competes with Elon Musk’s X platform. The introduction of the desktop version aims to address a key feature that has been high on users’ wish lists for Threads. Initially, when Meta launched a basic version of the app in early July, it appeared to be on track for tremendous success. However, its popularity has significantly dwindled in recent weeks.
While users have had limited access to specific Threads posts on the web, the app is primarily optimized for mobile devices. Adam Mosseri, who heads Instagram, recently mentioned on his Instagram profile that Meta is in the process of internally testing the web version of Threads. Although sources familiar with Meta’s plans anticipate the launch to occur early in the week, there is room for the launch strategy to change before then. Mosseri cautioned that the current version has a few bugs and is not yet ready for widespread use, promising to share it with everyone once it’s fully functional.
Meta was quick to release Threads to capitalize on the growing demand for an alternative to X (formerly Twitter). Threads managed to achieve 100 million downloads in just five days, making it the fastest app to reach this milestone. Despite this initial success, the app’s usage sharply declined, largely attributed to the absence of important features, notably a complete web version of the service.
In recent weeks, Meta has introduced several other new features, including the ability to set post notifications and view posts in chronological order. Threads has also begun displaying labels for state-controlled media outlets, a response to reports of such accounts propagating misleading content on the platform.
Usage data from SimilarWeb, a digital analytics company, indicates an 85% decline in time spent on the Threads app within a month of its launch. While it initially boasted nearly 50 million daily active users worldwide shortly after its release, that number has plummeted to under 10 million.
Comparatively, X Corp. (formerly Twitter) boasts around 363.7 million monthly active users, with approximately 237.8 million daily active users as of July 2022.
The introduction of a web-based version for Threads holds strategic significance for Meta. Experts in the social media field believe that it could greatly enhance Meta’s competition with X, providing broader reach, enhanced features, and improved data collection capabilities.
Sam Saliba, a seasoned tech executive from Silicon Valley who has strong ties to Meta, noted, “A web-based Threads would significantly bolster Meta’s rivalry with X. It would expand the company’s reach, enrich features, and enhance data collection.”
In addition to the web version, Meta’s CEO Mark Zuckerberg revealed plans to launch an improved search function for Threads in the coming weeks. Presently, Threads users can search for profiles but not for specific posts using keywords. Mosseri emphasized that Instagram’s focus for Threads lies in improving search functionality rather than introducing a hashtag feature.
(Source: CNBC)
