Tech Bharat

Tag: Threads

  • Threads: A Year Later, Still Struggling to Lure Brands Despite Growth

    Threads: A Year Later, Still Struggling to Lure Brands Despite Growth

    Meta’s microblogging platform, Threads, celebrated its first anniversary with a substantial user base of over 175 million. Yet, despite this growth and the turmoil at rival X (formerly Twitter), brands remain hesitant to embrace the platform for advertising.

    Hesitant Marketers and the Engagement Gap

    Despite Threads’ rapid growth, marketers are cautious about investing in the platform. A common concern is the perceived lack of user engagement compared to the sheer number of sign-ups. Industry professionals emphasize the importance of platforms where users actively interact with content, driving higher ad performance.

    The X Factor: Established Dominance and ROAS

    Karan Kumar, of ART Fertility Clinics, notes that while people may experiment with Threads, they often return to X, highlighting its continued dominance. X’s established track record in delivering return on ad spend (ROAS), despite recent revenue drops, further solidifies its appeal to advertisers.

    Why the Hesitation? A Cautious Adoption Cycle

    Several factors contribute to the hesitation among brands. Digital experts point to the cautious adoption cycle that advertisers often follow. While early adopters might experiment with new platforms, mainstream advertisers typically await consistent performance and user retention data before committing significant budgets.

    Meta’s Optimism and India’s Active User Base

    A Meta spokesperson emphasized India as one of Threads’ most active markets globally. Mark Zuckerberg, during the Q1 2024 earnings call, expressed optimism about Threads’ growth trajectory and its potential as a platform for sharing thoughts and ideas.

    A Year On: Uncertain Future for Brands

    Despite its large user base, Threads still lags behind Meta’s giants, Instagram and Facebook, in terms of scale. While Meta actively works to improve user experience, it remains unclear whether these efforts will be enough to attract advertisers and make Threads a priority in brand’s social media strategies.

    Waiting for the Ad Launch and the ‘New X’

    The future of Threads as an advertising platform hinges on its ability to open up to advertisers, similar to Instagram. Meta representatives are reportedly in talks with ad agencies and brands, positioning Threads as the potential “new X.” However, industry insiders like Karan Kumar express doubts about Threads fully replacing X, citing the lack of incentives for existing X users to migrate and the platform’s format possibly not being visually appealing enough for younger users.

  • Meta’s Threads One Year Later: Struggling to Engage Content Creators and Define Identity

    Meta’s Threads One Year Later: Struggling to Engage Content Creators and Define Identity

    One year since its launch, Meta’s text-based social platform, Threads, continues to face challenges in engaging content creators. Despite having a user base of 17.5 crore, the platform struggles to carve out a distinct identity or become a primary channel for influencers.

    Challenges in Creator Engagement

    Industry experts suggest that many influencers regard Threads as a less important addition to their social media toolkit. Keith Dorsey, CEO of Young Guns Entertainment, remarked on the platform’s lack of presence in the minds of creators, “We’d probably forget it exists if it weren’t for the automatic notifications.”

    With its debut on July 7, 2023, Threads reached a milestone of 17.5 crore monthly users. In comparison, Meta’s other platforms, Instagram and Facebook, boast monthly user figures of 200 crore and over 300 crore, respectively, highlighting Threads’ relatively smaller scale.

    Identity Crisis

    The platform’s struggle with defining its purpose is a significant barrier. Lia Haberman, a digital strategist, commented, “Threads still seems like a platform in search of a mission. It doesn’t focus on news, nor does it cater to visual creativity or video content like Instagram or TikTok. So what exactly is its niche?”

    Casual Use by Creators

    Some digital personalities like Christal Luster, who enjoys a following of over 87 lakh on TikTok, treat Threads more like a digital diary. “I use Threads like a journal, simply sharing my thoughts,” Luster said.

    Incentives and Content Quality Meta has introduced monetary incentives to encourage active posting by creators, offering cash bonuses for posts that perform well. However, this initiative has sparked concerns about the proliferation of low-quality content on the platform.

    Signs of Success

    Despite these obstacles, there are individual success stories within Threads. For instance, Jessica McBride has gained over 2,700 followers by posting about her life with an adopted feral cat, indicating potential growth areas for the platform.

    After a year in operation, Threads by Meta has not yet become a go-to platform for content creators, struggling with both identity and significant traction. As it moves forward, the platform will need to clarify its purpose and potentially rethink its strategy to attract and retain influential digital personalities.

  • India’s Remarkable Activity on Threads: A Detailed Analysis

    India’s Remarkable Activity on Threads: A Detailed Analysis

    Threads, the text-based social media platform launched by Meta, has quickly become a focal point in global digital conversations. Particularly noteworthy is India’s role as one of the most active participants on this platform.India has cemented its position as a leading player in the Threads community, according to recent data from Meta (formerly Facebook). The text-based social media platform, launched just under a year ago, has seen remarkable engagement in India, rivaling global trends.

    Threads: A Quick Overview

    Threads is Meta’s response to the evolving social media landscape. It offers a space for real-time conversations, similar to Twitter (now X), but with a distinct focus on text-based interactions and a seamless integration with Instagram.

    Rapid Adoption and Growth

    The platform’s launch was marked by record-breaking adoption rates, with India emerging as a top downloader. Within just hours of its release, Threads attracted millions of users globally, with India accounting for a significant 19% of these downloads, more than the United States and Brazil​.

    User Engagement and Demographics

    Threads has not only seen a vast number of downloads but also significant engagement from Indian users. Statistics reveal that India tops the charts not just in downloads but also in active participation. This is reflected in the average visit duration of Indian users, which stands at about 1 minute and 40 seconds per session, highlighting the interactive nature of the platform in this region.

    Market Impact and Future Prospects

    The introduction of Threads in India and its rapid rise in popularity underscore the country’s increasing influence in the global social media landscape. With a robust user base that continues to grow, Threads is expected to play a significant role in shaping online discourse in India. The platform’s ability to attract a diverse user base quickly is indicative of a shifting preference towards more dynamic and real-time forms of communication.

    India’s Vibrant Threads Community

    The data reveals a fascinating picture of India’s Threads engagement:

    • High Activity Levels: India is among the most active countries on Threads globally. Users here are not just passively scrolling; they are actively creating and engaging with content.
    • Diverse Content Landscape: Popular topics in India include Bollywood, television shows, cricket matches, and discussions around celebrities. This reflects the diverse interests of Indian users.
    • Strong Community Building: Indian Threads users are more likely to mention other users and include videos in their posts compared to global averages. This suggests a focus on building connections and sharing experiences.

    What’s Driving India’s Threads Success?

    Several factors contribute to India’s thriving Threads community:

    • Mobile-First Nation: India has a massive mobile user base, and Threads’ mobile-friendly interface aligns perfectly with this trend.
    • Young Demographics: India’s predominantly young population is naturally drawn to new social media platforms and eager to experiment with different formats.
    • Cultural Context: Threads’ emphasis on text-based conversations resonates with India’s rich tradition of storytelling and dialogue.

    The Future of Threads in India

    The strong adoption of Threads in India bodes well for the platform’s future growth. As more users join and create content, the community will continue to evolve, potentially becoming an essential platform for public discourse, entertainment, and information sharing.

    Challenges and Opportunities

    While the growth is promising, Threads in India also faces challenges. Moderating content in a diverse country with multiple languages and cultural sensitivities is a significant undertaking. However, the platform’s potential for fostering connections, promoting creativity, and sparking meaningful conversations is undeniable.

    India’s emergence as a global powerhouse on Threads is a testament to the platform’s appeal and the country’s vibrant digital culture. As Threads continues to evolve, India is poised to play a pivotal role in shaping its trajectory.

    India’s enthusiastic embrace of Threads demonstrates its pivotal role in the global digital arena. As the platform continues to evolve, its impact on social interaction, digital marketing, and cross-cultural communication is expected to expand, further solidifying India’s position as a major player in the social media domain.

  • Threads by Meta Surpasses 175 Million Users in Its First Year

    Threads by Meta Surpasses 175 Million Users in Its First Year

    In a remarkable milestone, Meta Platforms’ social media application Threads has recorded over 175 million monthly active users as it nears its first anniversary. Launched with the intent to capture Twitter users during its transition to being called X under Elon Musk’s ownership, Threads has made significant strides in its user base. CEO Mark Zuckerberg highlighted these achievements as the platform celebrates a year of operations on July 5.

    User Growth and Challenges

    Threads experienced a swift uptake, amassing 100 million users within its first week, largely thanks to its integration with Instagram. Despite this impressive start, the platform saw a decline in its retention rates, with many initial users discontinuing use. According to recent data from Sensor Tower, engagement on Threads has seen a downturn, with users logging an average of three sessions and spending about seven minutes daily on the app. This represents a steep 79% decrease in sessions and a 65% drop in time spent, compared to the same period last year.

    Revenue and Platform Strategy

    Currently, Threads operates without displaying advertisements, which translates to minimal revenue generation for Meta. The platform made a strategic move by joining the Fediverse, which allows for broader interactions across various platforms. As Threads continues to evolve, Meta faces a strategic decision on whether to keep Threads as a standalone app or to merge its functionalities back into Instagram. Despite the operational uncertainties, advertiser interest in Threads remains robust.

    Reflections on the Year Mark Zuckerberg

    expressed his thoughts on the platform’s first year by posting on Threads, “What a year.” His post reflects on the journey of Threads from its launch, noting the significant user milestone of 150 million monthly active users reached in April, which indicated a steady growth trajectory.

    As Threads moves into its second year, the decisions made by Meta will be crucial in determining the future trajectory of the app. While it has successfully captured a vast user base, maintaining engagement and monetizing the platform are the next big challenges that lie ahead.

  • Meta’s Threads Tests TweetDeck-Style Interface: A Move to Gain Traction

    Meta’s Threads Tests TweetDeck-Style Interface: A Move to Gain Traction

    Meta Platforms Inc. is making significant strides to breathe new life into its Threads app with a new TweetDeck-style redesign. This latest feature aims to make Threads more user-friendly and appealing, especially to power users who have been looking for more robust functionalities similar to what Twitter, now rebranded as X, offered with its TweetDeck platform.

    Introduction of the Multi-Column Interface

    The new multi-column interface is currently in its testing phase and is available only to a select group of users. This redesign allows users to create customizable columns to monitor multiple topics, tags, accounts, and search terms simultaneously. These columns can be set to auto-refresh with the latest content, providing a real-time feed that many users have been requesting since the app’s launch​.

    Addressing User Demands

    Upon its initial release, Threads faced criticism for its limited functionalities and the lack of a web interface. Meta responded by launching the web version of Threads last August. However, the introduction of new features slowed down significantly until now. The multi-column feature is seen as a critical update that could meet the diverse needs of its user base, especially those who rely on real-time updates for their content and engagement strategies​.

    Comparisons to TweetDeck

    TweetDeck, now rebranded as X Pro and available only to paid subscribers, has long been a favorite among Twitter’s power users for its ability to track multiple feeds in one place. Meta’s decision to introduce a similar feature in Threads seems to be a strategic move to attract these users to its platform. The new interface will enable Threads to become a more reliable source for real-time information, a niche that Meta has struggled to fill adequately​.

    Feedback and Future Updates

    Meta is keen on user feedback during this testing phase. According to Adam Mosseri, the company is looking for input from its users to refine and enhance the feature further. The current test supports up to 100 columns, although this number may change based on the feedback received. This approach aligns with Meta’s typical strategy of rolling out significant updates to a small group of users before a broader release​.

    Challenges and Considerations

    While the TweetDeck-style interface is a step in the right direction, it is not a guaranteed solution to all of Threads’ challenges. The platform still needs to address issues related to user engagement and content discovery, which have been areas of concern since its inception. The success of this new feature will largely depend on how well it can integrate into the existing user experience without overwhelming users with too much information at once.

    Meta’s attempt to revitalize Threads with a TweetDeck-style redesign shows its commitment to making the platform more competitive and user-friendly. By focusing on real-time information and customizable feeds, Meta hopes to attract and retain users who require more dynamic and flexible social media tools. However, the effectiveness of this update will only become clear as more users test the feature and provide feedback

  • Meta Tests TweetDeck-Like Experience with Threads API

    Meta Tests TweetDeck-Like Experience with Threads API

    Meta has initiated testing for a TweetDeck-like experience through the launch of a Threads API. This move aims to enhance the functionality of Threads, Meta’s microblogging platform, by providing developers with tools to integrate and manage content more efficiently.

    Details of the API Testing

    The testing phase for the Threads API began with a select group of third-party developers, including prominent social media management platforms such as Sprinklr, Hootsuite, Social News Desk, and Sprout Social. Additionally, Meta has partnered with the tech news aggregator Techmeme and the live video platform Grabyo for this beta test​​.

    Functionality and Potential Benefits

    The primary goal of the Threads API is to enable content publishing from various services, making it easier for users to manage their posts. Future plans include expanding the API’s capabilities to support reply moderation and provide insights​​. This initiative is seen as a strategic move to attract more publishers and power users who rely on third-party software for content management and analytics​​.

    Instagram Head’s Concerns

    Adam Mosseri, the head of Instagram, has expressed concerns regarding the API. He highlighted the potential risk of increasing publisher content at the expense of creator content on Threads. Mosseri has been cautious about amplifying news on the platform, focusing instead on maintaining a balance between different types of content​.

    Implications for the Future

    With Threads already having over 130 million users, the introduction of a professional-level API could significantly boost its appeal to publishers and brands. This development is expected to make Threads a stronger competitor to other microblogging platforms. Furthermore, the API might play a crucial role in supporting interoperability with decentralized social networks like Mastodon and the broader fediverse​​.

    Meta’s testing of a TweetDeck-like experience through the Threads API marks a significant step in enhancing the platform’s capabilities. While there are concerns about the balance of content, the API’s potential benefits for publishers and power users are substantial. As Meta continues to refine and expand the API, Threads could become a more robust and versatile platform for both creators and publishers.

    By focusing on clear, factual reporting, this article aims to provide a comprehensive overview of Meta’s latest developments with the Threads API, adhering to best practices in journalism and SEO.