Meta is introducing a web version of Threads in its effort to reinvigorate the social media platform that initially gained rapid popularity as a rival to X (formerly Twitter). Following its meteoric growth after its July launch, Threads experienced a swift decline in user engagement, partially attributed to its limited functionality.
Mark Zuckerberg, CEO of Meta, announced the release of the web version in a post on the platform, accompanied by an image of him working on Threads for the web. The web version will gradually roll out over the next few days.
This web version will enable users to create threads, browse their feed, and engage with other users’ threads. However, certain features available on the mobile app will not be initially accessible on the web version. For instance, users will not have the ability to edit their profile or send threads to the direct messenger feature of Instagram, which is Threads’ sister platform.
Meta plans to introduce additional functionalities in the upcoming weeks to bridge the gap between the web and mobile experiences, aiming to provide users with consistent capabilities across platforms.
Threads garnered over 100 million users in the week following its launch, but by the end of July, that number had substantially decreased. As Meta, the tech giant that owns Facebook and WhatsApp, strives to reverse this trend, the introduction of the web version could be a pivotal step.
Meta are going to have to work to roll out a vastly improved search functionality
Threads currently lacks a search function, a deficiency that users have complained about. To truly compete with X, experts suggest that Threads needs to address this gap.
Tama Leaver, Professor of Internet Studies at Curtin University in Australia, commented on the need for improved search functionality: “Meta are going to have to work to roll out a vastly improved search functionality to let users find topic-based communities to really draw back the crowd who are looking to replace Twitter.”
Leaver also highlighted the potential for Threads to gain traction due to ongoing controversies surrounding X (formerly Twitter). These controversies, along with changes proposed by Elon Musk, could motivate users to explore alternatives like Threads.
Rebecca McGrath concurred, stating that the “continued controversial moves” by X could maintain the demand for an alternative platform like Threads. However, she emphasized the importance of time for Threads to enhance its offering and regain user engagement.
