Threads Ramps Up Features Amid Declining User Base

Meta's newest social media platform Threads is adding new features in its latest update. 

Meta CEO Mark Zuckerberg shared the changes in a post on the app, explaining that the new features include the ability to send a Threads post via Instagram DMs, create custom alternative text for photos and videos in a single post, and mention someone's account in a Thread with a new mention button. 

 

Post by @zuck

View on Threads

While no specific release date was confirmed, users can expect the changes to come out later this week. 

Zuckerberg previously announced that Threads' web version and an advanced search function were coming, but similarly, no dates were given as to when users can expect them.

Threads Struggles to Sustain Its User Base

Despite all the new and incoming features, Threads struggles to live up to its strong, record-breaking start.

Earlier this week, research from market intelligence firm Sensory Tower revealed that Meta's app closed July with only eight million daily active users - an 82% drop from its 44 million daily active user count in the first few days since its launch.

Commenting on the decline, Zuckerberg earlier told his employees that the app experienced a 50% drop in daily users. 

As the company continues to roll out new features, or what Zuckerberg refers to as "retention-driving hooks," only time will tell whether or not they will be enough to stop the trend of declining users.

Edited by Nikola Djuric