Threads rushes out new product features as engagement slumps

Threads has rolled out a few new handy features, as Meta’s new social media platform rushes to retain the user base it captured during its snap launch earlier this month.

Mark Zuckerberg announced the update overnight, which includes two new feeds aimed at removing the noise, and an automatic translator.

You can now set your feed to ‘for you’, which gives a mix of posts from profiles you’ve chosen to follow and recommended accounts, or to ‘following’, which does what it said on the tin – showing only those accounts you’ve chosen to follow, in chronological order.

‘Translations’ will ensure that Threads posts are translated automatically, based on the language they’re written in and the language settings of the person viewing it.

User can also sort and filter their Activity feed by Follows, Quotes and Reposts, there’s now a ‘Follow’ button on your followers list to easily follow other accounts back, and there’s now an option for private accounts to batch “approve all” follow requests.

These handy features come as Threads sees a 70% decline in active daily users, since peaking on July 7, according to market intelligence firm Sensor Tower.

Threads’ daily active users are currently at around 13 million, with users spending just four minutes a day on the app. On launch day, 44 million users spent an average of 19 minutes each on the app.

By comparison, T̶w̶i̶t̶t̶e̶r̶ X has around 200 million active daily users, who spend an average of 30 minutes on the platform.

In addition, TikTok quietly rolled out its own text-based features yesterday, adding to the urgency for Threads to get it right quickly.

Taken down Twitter might not be an easy as many would have hoped.


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