After an exciting debut, theThreads, new social network Meta, faces a period of uncertainty. In the third week of August, the number of daily active users plummeted to 10 million, a sharp drop from the 100 million who joined the platform shortly after its launch. This decline raises doubts about the future of the social network Mark Zuckerberg.
However, data fromYouGova multinational specialized in online market research, bring some interesting details about the consumption of social networks in Brazil that seem to give hope to the Threadinho. Brazilian users seem to have a special affinity with networks, especially Instagram and the platform Elon MuskX (old Twitter).
Around 72.8% of Brazilian social media users have an Instagram account, compared to the global average, which is 43.3%. This puts Threads in a favorable environment as the platform me and its direct competitors are more popular in Brazil than in other countries.
Brazilians stand out in relation to the use of social networks, being more likely to use these platforms more than 10 times a day, compared to the global average. Additionally, they spend relatively less time browsing social media during the day, at less than an hour per day.
Brazilians are more likely than the global media to access social media for news, entertainment and to keep in touch with friends and family, comments David Eastman, general and commercial director at YouGov in Latin America.
However, there is a challenge for Threads. The habits of Brazilians who have accounts on X align better with international trends than with Instagram. For example, 41.7% of users on Musk’s network in Brazil access their profiles more than 10 times a day, compared to just 38.1% of Instagram users who do the same.
OX also stands out in terms of general use of social networks in Brazil, with 72.3% of users saying they use these platforms to be entertained and keep up with news. Only 67.9% of Instagram users report the same purpose. This raises a challenge for Threads, as Brazilians are showing signs of social media fatigue in general.
The big challenge of the new Meta app is to clearly define what it can offer the public, beyond what Twitter or Instagram have already offered before, concludes the director of YouGov.
With more than half of Brazilians believing that social media has negatively impacted personal relationships and time spent, Threads faces a difficult time in Brazil, in which users are looking for something different and less invasive.
Despite the nebulous scenario, a recent series of flaws and changes promoted by Elon Musk on the X platform can be used to make Zuckerberg’s social network the best alternative for those who are abandoning the old Twitter.
Recently, Meta took another step to attract the public, with the launch of the web version of the Threads application, but it is undeniable that the platform still lacks features long awaited by users, such as organizing posts in the timeline and sending direct messages, features that have long existed on Instagram. The arrival of these features could be the spark needed to rekindle the Threads flame, especially among Brazilians.
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