When Meta launched ‘Threads’ in July it was betting big on a mass exodus from X, the platform formerly known as Twitter.
It was clear within a few days that the company read the temperature in the room well as 20 million users signed up within 48 hours, with many loudly relishing having an alternative.
However, the interest seemed short-lived as usage for the new platform took a nosedive a week later.
This dip can perhaps be attributed to some major user features that were omitted in the rush to go live.
Recently, Meta CEO Mark Zuckerberg posted a teaser that a search feature will be added soon to the app which addresses the top complaint of users.
This follows other additions that occurred in August which added direct messaging capabilities via Instagram DM and a ‘mention’ button that allows users to utilize an @ to include other users in a post.
Meanwhile, reports continue to flow out of X.com of the erratic changes that CEO Elon Musk has been insisting on since buying the company last October.
The Wall Street Journal reported that Musk requested so many changes that employees began to ask him to sign off before changes took effect to remind him that he, in fact, was the one to request the change in the first place.
It is unclear yet if the changes to Threads will entice users to come back more regularly to the platform.
But with Musk reporting in June that X.com ad revenue has dropped by 50%, it is clear that the app formerly known as Twitter is still in a state of extreme vulnerability.