Instagram and Meta’s latest social media platform, Threads, has rolled out several new updates to its app in response to user feedback.
Threads App Updates: Following channels, translations and organized notifications
Among the latest updates to Threads are a feed to view posts from the accounts you follow in chronological order, the ability to see who you follow in your follower list, and advanced notification filters.
Screenshot from Threads, July 2023
Users with private accounts can also approve new followers more efficiently.
The new translation capability allows users to tap the bottom right corner of the post to translate it into their preferred language.
These changes occur when Threads tries to improve the user experience in the app.
Screenshot from Threads, July 2023
Threads app engagement has been down since the launch of Epic
Despite being the fastest app to reach 100 million users, the app has struggled to maintain user engagement.
Data from Sensor Tower, collected from July 5-9, indicates a decrease in the amount of time users spend on the app, especially on weekends.
Despite Threads’ strong signups/DAUs, ST data shows that engagement remains low. Time spent on the weekend decreased by 60% compared to the July 6 highs; this was 60% and 85% less than the average time spent on Twitter and Insta, respectively.#SensorTower, #Threadsapp, #mobile app data, #Instagram #Twitter pic.twitter.com/tFHyuBG7UO
— Sensor Tower (@SensorTower) July 12, 2023
It saw a 60% drop from its July 6 highs, which were 60% and 85% lower than the average time spent on Twitter and Instagram, respectively.
At the same time, Similarweb’s July 5-20 data reflects a downward trend in usage of the Threads app on Android.
On July 20, it plateaued at 14.25 million DAUs, marking a 71% decline from its peak of 49 million users.
Usage of the Threads app on Android continues to decline.
It stopped at 14.25 million daily active users on July 20, a -71% decline from its record high of 49 million. pic.twitter.com/rqbAFnubBk
— Similarweb (@Similarweb) July 23, 2023
Despite encouraging user signups, the sharp drop in engagement raises questions about the app’s ability to retain users’ attention in the long term.
Moving forward
These developments underscore the importance of aligning user needs with application functionality.
While high sign-up rates are promising, sustainable user engagement is essential for long-term success.
The pattern of declining user engagement with Threads may warrant digital marketers to reconsider the app as an effective marketing channel.
Featured image: sdx15/Shutterstock
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