Meta to Launch Web Version of Threads App in Bid to Revive Platform
Meta to Launch Web Version of Threads App in Bid to Revive Platform
Meta, the tech giant behind social media platforms like Facebook and WhatsApp, is taking steps to reinvigorate its struggling social media platform, Threads. Once hailed as a rival to Twitter (formerly known as X), Threads experienced rapid growth upon its July launch. However, user engagement plummeted due to its limited functionality, prompting Meta's latest move.
The company is introducing a web version of Threads as part of its efforts to offer new features and regain user interest. Mark Zuckerberg, Meta's CEO, announced the forthcoming rollout of the web version. Users will be able to post threads, interact with others, and view their feeds. Nonetheless, certain features available on the mobile app won't be accessible on the web version initially, such as profile editing and direct messenger functionality with Instagram.
Meta aims to bridge the gap between the web and mobile experience by gradually adding more functionality to the web version in the coming weeks. Despite Threads' initial surge to over 100 million users within a week of its launch, the user base dwindled by the end of July.
Rebecca McGrath, associate director for media and technology at Mintel, stated that Threads' basic launch disappointed users who expected a more robust alternative to Twitter. The introduction of a web version is a crucial step, but further improvements are needed.
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One major shortfall of Threads is its lack of a search function, a feature that users have requested and experts believe is vital for the platform to compete with Elon Musk's X. Tama Leaver, a professor of internet studies, emphasized the necessity for enhanced search functionality to attract users looking to replace Twitter.
Meta's reluctance to implement hashtags, already present on Instagram, seems puzzling to some experts. Hashtags are synonymous with X and could entice users to give Threads a second chance. Additionally, the ongoing controversies surrounding X could work in Threads' favor, as users seek alternatives due to concerns about content moderation and privacy.
While Meta's recent initiatives might rekindle interest in Threads, experts stress the urgency of these improvements. As the competition for social media users remains fierce, time is of the essence for Threads to gain traction once more.
In conclusion, Meta's launch of a web version for the struggling Threads app aims to rejuvenate the platform's popularity. The move comes after Threads experienced a rapid decline in user engagement due to limited functionality. The web version's rollout will be gradual, with the goal of providing a consistent user experience across web and mobile platforms. To succeed, Meta will need to address shortcomings such as the lack of search functionality and leverage ongoing controversies in the social media space.