• Marketing Digital

How Threads Has Survived After a Year: Growth, Challenges, and What’s Next

threads

Introduction

When Meta launched Threads last July, the platform quickly garnered massive attention, with 100 million users signing up within days. This rapid growth led many to speculate whether CEO Mark Zuckerberg's new social network could dethrone Twitter, especially given the increasing dissatisfaction with Elon Musk's leadership of the platform. Zuckerberg was optimistic about Threads' potential, envisioning a future where it could attract over a billion users. "It’ll take some time, but I think there should be a public conversations app with 1 billion+ people on it," he said shortly after the launch. While Twitter had the opportunity to achieve this scale, Zuckerberg believed that Threads could be the one to finally accomplish it.

As Threads approaches its one-year anniversary, its growth appears to have leveled off, with Meta reporting around 190 million monthly active users in August 2024. While that's a respectable number, it's still far from reaching the 1 billion users Zuckerberg initially hoped for. This slowdown raises an important question: Can any app truly become the successor to the platform now called X, or even expand the format to attract significantly larger audiences, especially in a time when audiences are increasingly fragmented and more skeptical of social media?

Experimentation and Gradual Improvement

From the beginning, Threads has been an experiment in recreating the success of X (formerly Twitter) while also advancing beyond it. Meta had the advantage of learning from X's successes and shortcomings, allowing Threads to start strong. However, the platform has been cautious in its approach, rolling out features and improvements slowly to meet user expectations.

For example, the trending section, a staple of X, was introduced on Threads in March 2024. This addition helped users discover popular conversations and stay updated on current events, a feature that many had been waiting for. In May 2024, Threads unveiled a new web experience, further enhancing accessibility and user engagement. These steps indicate Meta's commitment to evolving Threads and keeping users engaged on the platform.

Excitingly, Threads has begun rolling out new features designed specifically for creators and businesses. One such feature is Insights, which allows users to measure the performance of their posts through various metrics, including the number of views, replies, reposts, and quotes. This is a significant step in helping creators and businesses optimize their content strategy and better engage with their audience.


Another valuable addition is the Drafts feature, which allows users to write and save multiple drafts of their Threads posts before sharing them with followers. Currently, users can save up to 100 drafts, providing flexibility and the opportunity to refine ideas before posting. This feature is particularly useful for creators and businesses that need to plan their content thoughtfully.

Threads has also introduced Content Planning, a scheduling feature that helps maintain a consistent online presence. This tool allows creators and businesses to plan and schedule their posts, ensuring that their content reaches the audience at the right time. Additionally, the launch of the Threads API in June 2024 has empowered users, especially creators and businesses, to manage their Threads presence at scale. By integrating with third-party applications, users can easily share engaging content with their communities and streamline their social media management.

These features demonstrate that Threads is not only listening to its users but is also committed to staying ahead of the curve. The introduction of tools for creators and businesses marks a significant milestone in Threads’ development, positioning it as a more robust and versatile platform.

The Appeal of Authentic Conversations

One of the primary reasons for Threads’ survival is its focus on fostering authentic conversations. Unlike other social media platforms that often prioritize visual content and rapid consumption, Threads was designed to encourage meaningful text-based interactions. This focus on authenticity resonated with users tired of the performative nature of platforms like Instagram and TikTok. By offering a space where people could engage in deeper, more thoughtful exchanges, Threads attracted a dedicated user base that valued quality over quantity.

The platform's design emphasizes simplicity and ease of use, stripping away the noise that often clutters social media experiences. Without the distraction of ads or the pressure to curate a perfect image, users could focus on what mattered most: the content of the conversation. This approach was a breath of fresh air in a social media landscape dominated by algorithms and virality.

Strategic Integration with the Meta Ecosystem

Another critical factor in Threads' survival has been its strategic integration within the broader Meta ecosystem. As part of the Meta family, Threads could leverage the massive user base of platforms like Facebook, Instagram, and WhatsApp. This integration allowed for seamless cross-platform promotion and user acquisition. For instance, users could easily link their Instagram accounts to Threads, making it easier to find and follow friends and influencers.

Meta also employed a smart strategy of cross-promotional content, where posts from Threads could be shared across other Meta platforms, increasing visibility and engagement. This network effect was crucial in driving initial adoption and maintaining user interest over time. By being part of a larger ecosystem, Threads avoided the fate of many standalone social media platforms that struggle to gain traction.

User-Centric Features and Community Building

Threads’ commitment to listening to its users and continuously improving the platform has been another key to its longevity. From the start, Meta prioritized user feedback, frequently rolling out updates and new features based on community suggestions. This iterative approach helped to address pain points quickly and kept the platform aligned with the evolving needs of its user base.

One of the standout features introduced in the first year was the "Circles" feature, allowing users to create smaller, private groups within Threads for more intimate conversations. This feature was particularly popular among users who wanted to maintain a degree of privacy while engaging in social media. The ability to segment conversations and control the audience gave users a sense of ownership and comfort, encouraging more frequent and meaningful interactions.

Furthermore, Threads fostered a strong sense of community by supporting various interest-based groups and encouraging discussions on diverse topics. Whether users were interested in technology, literature, or social activism, they could find a community on Threads. This focus on community-building helped to cultivate a loyal user base that saw Threads not just as a social media tool, but as a space where they belonged.

Adapting to the Competitive Landscape

The social media landscape is notorious for its rapid pace of change, with new platforms emerging regularly and established players constantly evolving. Threads' ability to adapt to these changes has been crucial to its survival. When Twitter, now known as X, announced major shifts in its functionality and user policies, Threads capitalized on the ensuing user dissatisfaction by positioning itself as a viable alternative for text-based communication.

Additionally, Threads made strategic updates to its platform, such as introducing more robust moderation tools and enhancing its mobile app experience. These updates were crucial in retaining users who were concerned about issues like harassment and spam, which have plagued other social media platforms. By proactively addressing these concerns, Threads managed to stay relevant and appealing to users who were seeking a safer and more controlled environment.

The Future of Threads in the Social Media Ecosystem

As Threads celebrates its first anniversary, the platform's survival serves as a testament to the importance of adaptability, community focus, and strategic integration in the social media industry. However, with growth slowing and Meta reporting 190 million monthly active users—still far from the 1 billion goal—Threads faces significant challenges. The fragmented nature of social media and increasing user skepticism make it difficult for any platform to achieve such scale.

Threads' success highlights the shifting preferences of social media users, who are increasingly valuing authenticity, meaningful engagement, and control over their digital spaces. For brands and marketers, this shift presents new opportunities to connect with audiences in more genuine and impactful ways.

Conclusion

In the highly competitive world of social media, survival is no small feat. Threads has not only survived but thrived by focusing on what matters most: fostering authentic conversations, listening to its users, and staying adaptable in the face of change. With the recent introduction of features for creators and businesses, such as Insights, Drafts, and Content Planning, Threads is clearly committed to evolving and meeting the needs of its diverse user base. However, the platform's future will depend on its ability to overcome the challenges of a saturated market and continue evolving to meet user needs. If your brand is looking to harness the power of social media, consider reaching out to our agency for expert guidance and strategies that align with the latest trends and user preferences. Let's work together to build your presence on platforms that resonate with your audience.