Meta is set to unveil a web edition of its Threads platform, in an effort to rekindle its standing in the social media world.
Threads, once a competitor to X (previously Twitter), witnessed a rapid ascent after its July debut. However, its shine dimmed just as quickly, with users deserting it largely due to its restricted capabilities.
While Meta’s move to a web version hints at feature expansions, industry insiders stress that more initiatives are essential to regain user trust.
Sharing a snapshot he claims to be of him coding the Threads web version, Meta’s CEO Mark Zuckerberg announced on the platform that the rollout would occur in the forthcoming days.
The web edition will allow users to compose threads, browse their timelines, and engage with posts by others. Nevertheless, several features present in the mobile app won’t transition to the web right away. For instance, users won’t have the provision to modify their profiles or forward threads to Instagram’s direct messaging feature.
Meta pledges to enhance the web platform’s features in the upcoming weeks, aiming for parity between its web and mobile experiences.
Within a week of its inception, Threads attracted over 100 million users. But by month-end, this number dwindled by half. With this new announcement, Meta, also the proprietor of Facebook and WhatsApp, hopes to turn the tides.
“Meta decided to introduce Threads in a rudimentary version,” commented Rebecca McGrath of Mintel. “This left many, who were anticipating a polished Twitter alternative after the buzzworthy launch, disappointed.”
“Though launching a web version is crucial, there’s still a journey ahead.”
A notable omission in the platform is a search function, feature users have lamented and specialists believe is vital for Threads to truly challenge Elon Musk’s X.
“For Threads to truly become a Twitter substitute, Meta needs to vastly enhance its search capabilities, enabling users to locate theme-based communities,” shared Tama Leaver, a professor at Curtin University, with the BBC.
Prof. Leaver added, “Given Instagram’s adoption of hashtags, Meta’s decision to not incorporate them in Threads, especially when X is largely associated with this feature, is perplexing.”
Threads’ ambitions to supersede X might benefit from the continuing controversies around the platform once labelled Twitter. The platform recently faced backlash for not promptly removing a post denying the Holocaust, and Musk’s intentions to eradicate the block feature met with criticisms.
Mintel’s McGrath concurred, suggesting that the “persistent contentious decisions” at X could enhance the appetite for alternatives.
“As Threads evolves, people may be more inclined to reengage, especially if they’re looking for more developed alternatives,” she remarked to the BBC.
Nonetheless, time is ticking for Threads.
Meta’s Threads, born amidst high expectations, now faces the critical challenge of evolving rapidly and re-attracting users. With the digital realm ever-fluctuating and user loyalties notoriously fickle, the success of Threads’ web interface will be a testament to Meta’s adaptability. As controversies surround traditional platforms, the digital audience seeks alternatives, offering Threads a golden opportunity. Whether it will seize this moment and transform into the next big thing or become a fleeting memory remains to be seen.
