Meta’s Threads, the envisioned contender to overthrow Twitter as the preferred platform for prominent individuals, corporations, and governments, has recently made its debut on the web. This move aims to revitalize its lackluster launch and attract a new audience—professionals and media personalities, the most active users of social media, who predominantly post from their computers during working hours. Instagram head Adam Mosseri, who also leads Threads, announced, “Threads.net is now live for everyone. Let us know what you think.”
Traditionally, Threads was solely available as a mobile app for iPhones and Android phones. However, acknowledging the importance of catering to a broader user base, the Threads team decided to expand its reach beyond mobile devices. Recognizing that many professionals utilize social media primarily from their computers, Meta developed a web version of Threads. Although the web experience is still in the early stages, a spokesman for Threads assured users that the team is diligently working to bring it on par with the mobile app. In the coming weeks, additional functionality will be integrated into the web version, enhancing the user experience.
Upon its release in early July, Threads gained significant traction as Meta encouraged over a billion Instagram users to download the app. This strategy resulted in Threads becoming the fastest downloaded app in history, surpassing the previous record set by AI sensation ChatGPT. However, much to the disappointment of Meta, this initial excitement waned as early adopters began dwindling in numbers. Users demanded the introduction of a web version and other improvements to enhance their experience. Even notable celebrities, including Jennifer Lopez and American Football star Tom Brady, who received privileged early access, hardly posted on the platform.
While Threads aimed to challenge Twitter’s supremacy, currently rebranded as X, it still struggles to make a significant impact. X, now under the ownership of Elon Musk, remains the leading platform for commentary and news. Nevertheless, Twitter has endured turmoil since Musk assumed control, leading users to search for alternative platforms. A measure of user engagement by Similarweb revealed that daily active users on the Android version of Threads drastically declined from a peak of 49.3 million to a meager 10.3 million. The week of Threads’ launch witnessed Meta CEO Mark Zuckerberg cautioning that the app would require time to stabilize before focusing on community growth.
Unfortunately, European users cannot access Threads due to Meta’s uncertainty in navigating the European Union’s data privacy legislation. The parent company’s apprehension regarding compliance with European regulations has resulted in the unavailability of Threads in this market. While Europe remains a significant audience for social media platforms, Meta’s hesitation in expanding to this region prevents Threads from maximizing its potential user base.
The introduction of Threads on the web marks a decisive step in Meta’s efforts to invigorate the platform. By making Threads accessible to professionals and media figures who prefer desktop usage, the company aims to attract a broader audience. However, the initial success of Threads declined swiftly after its launch, prompting users to request improvements, including the introduction of a web version. As Meta navigates the challenges posed by Twitter’s dominance and ongoing user dissatisfaction, the expansion of Threads to the web demonstrates the company’s commitment to refining and growing its community. Nevertheless, the absence of Threads in Europe restricts its global reach, impeding the platform’s potential to flourish on a larger scale. Only time will determine whether Threads can successfully position itself as a formidable rival to established social media giants.