Meta's Strategy for Reviving Threads: New Features and an Influencer Push?

Meta's Threads had a blazing start, reaching 100 million users in just five days after its launch.

However, its growth has hit a snag, with only 32 million more profiles added in the three months that followed.

Any normal social network would be worried: usage - always a key metric - plummeted from 21 minutes per user per day to just 6 minutes per session. This decline contrasts sharply with the 31 minutes per day reported earlier in the year by Elon Musk.

However, I suspect they aren't worried. Meta is well aware that fluctuation during development is expected, and they're now actively exploring ways to rekindle Threads' initial success and attract more users to the app.

I suspect Meta launched Threads ahead of schedule. Keen to capitalise on Twitter/X's dramatic fall from grace, I think they spotted a moment and pounced. Even though the product wasn't ready.

So where do they go from here?

According to reports, one avenue they're pursuing is getting high-profile creators to use the app more frequently to boost user engagement. Instagram, apparently, is spearheading this effort by conducting focus groups with creators to understand how to make the app more appealing.

Instagram's partnerships department is working on bringing new creators to Threads and retaining existing ones.

This strategy aligns with Meta's initial approach, which involved recruiting celebrities like Oprah and the Dalai Lama to generate interest in the app. However, it seems that even with these high-profile figures, Threads will need more innovative ideas to sustain its growth and keep users onboard.

Meta is also leveraging Instagram's user base to pique interest in Threads. They are introducing in-feed alerts for trending Threads discussions and encouraging users to sign up for Threads accounts.

Additionally, they are testing a new display that showcases a user's latest Threads update directly on their Instagram profile page.

Threads is also experimenting with "first Threads" notifications within the app to encourage interaction with new users' feeds.

These efforts represent some of the levers Meta has at its disposal to boost Threads' visibility - and with the power of Meta behind it, it would be foolish to bet against.

However, these changes haven't - so far - resulted in significant activity in the app, which may prompt Meta to explore more radical strategies to make Threads a true rival to Twitter.

Instagram's chief, Adam Mosseri, has announced forthcoming features such as post editing, an API for scheduling, and expanded activity from publishers.

The Threads algorithm also needs fine-tuning to prioritise engagement within the app, as the interests of Threads users differ from Instagram users.

The current Threads version is just the beginning, and several enhancements are in the pipeline, including the ability to delete a Threads account without deleting your Instagram account, better search, hashtags, graph syncing, potential addition of messaging/unification with other Meta messaging, multi-account options and a web interface.

I still think Meta will get Threads right and I suspect 2024 - a double election year - is a great moment to aim for. But there's no doubt work to do and be done. We'll continue to keep a close watch and identify when the moment is right for marketers to embark once again...