O Threadssocial network of Meta created to directly rival the X (Twitter), completes, this Friday (5) one year since its launch. The birthday app faced several challenges in its first year of life, but also achieved some notable achievements.
Threads reached 100 million downloads within days of its launch, fueled by its integration with Instagram. The platform has reached 175 million monthly active users, a significant number but still below Meta’s expectations. User retention is one of Threads’ biggest challenges, and one that needs to be addressed if the platform is to become sustainable.
Elon Musk’s controversial decisions after buying Twitter have driven many users away from the billionaire’s platform. This has created an opportunity for Threads, which presents itself as a more moderate and secure alternative. Mark Zuckerberg, CEO of Meta, believes that Threads could reach a billion users in the future.
Despite the constant controversy surrounding X, the app continues to lead the market, with 600 million monthly users and 300 million daily users. To reach this level, Zuckerberg’s social network needs to overcome this and other obstacles.
What can be done?
Threads’ first year has been marked by ups and downs, but Meta still believes in the platform’s potential. With a focus on user retention, monetization, and differentiation from X, Threads is looking to build a promising future in the social media market.
Despite its lofty ambitions, Meta has no concrete plans to monetize Threads yet, but it hasn’t ruled out the possibility of introducing ads in 2025. Integration with Instagram’s ad system would be a natural path for the platform. Users are also asking for a desktop portal and the ability to delete a Threads account without affecting Instagram.
So far, one of Meta’s main plans to stand out from X is investing in cultural and sports debates, with the aim of attracting personalities and their fans to the platform.
*With information from Olhar Digital
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