Zuckerberg: Less than half of all Threads users stay on platform

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Less than half of all Threads users actively use the social medium. That’s what CEO Mark Zuckerberg says. Despite this, user retention was better than Meta expected. The company wants to take measures to ensure that users return to the platform.

“Of course it’s great if over a hundred million people sign up for a platform and all or even half of them stick around. We’re not there yet,” CEO Mark Zuckerberg told his staff. Reuters was able to listen in on that meeting. Zuckerberg sees the absence of active users as ‘normal’ and he expects those users to return as the company adds more features.

Zuckerberg thinks of a desktop version and a search functionality as examples of features to keep users returning. In addition, Meta is working on ‘retention-boosting hooks’ to entice users to return to the app. For example, the company is considering showing ‘important’ Threads messages in the Instagram app. When creating a Threads account, users can choose to log in with an Instagram account.

Meta released Threads on July 6. The platform reached thirty million users on its first day. The hundred million mark was reached within five days. Never before has an online service achieved that milestone so quickly. Threads is not yet available in the European Union, because Meta is not sure whether the platform complies with EU laws.

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