Despite breaking a world record of registered users in just a few hours, Meta's new application is still undergoing a redesign in order to capture more attention from people and brands.
Last July, Threads surprised the world by being the fastest application to reach 1 million users, a milestone reached in just 1 hour.
According to Meta, the growth path of its new app was as follows: in 2 hours it registered 2 million active accounts, in 3 hours it increased to 3 million, and in 7 hours it reached 10 million followers globally.
The record is surprising since it surpassed the time of other applications. For example ChatGPT took 5 days to reach 1 million users, Instagram 3 months, Spotify 5 months and Facebook took 10 months, this according to the analytics platform Statista.
The key to their strategy was to offer the critical mass of users who counted on Instagram a new social network, similar to Twitter, but without the need for verifications and limitations of tweets to be read per day.
But despite its good account opening results, its offer has not yet become 100% attractive and strong in terms of interactions.
The life of Threads is expected to be short term, as the application has gone through constant adjustments and has only functioned as a network of replicas of the content that people and brands share on other platforms.
If we think about it carefully, Instagram has been signaling for months that they are looking to drive real, meaningful conversations. Threads allows people to share their posts and thoughts through Instagram Stories, under a minimalist visual design , but it's still been tricky to capture more attention from users.
According to the last Thread of its founder Mark Zuckerberg, there are already more than 100 million people registered on the new platform. Good numbers, but Meta will have to make some significant changes and a good engagement strategy if it wants its new application to be as successful as its other social networks.