UNITED STATES: In a bid to enhance user experience and expand its global reach, Meta’s social media platform, Threads, has introduced a new “keyword search” feature. This update comes after successful testing in Australia and New Zealand and is now available in several countries, including India, Argentina, Mexico, the UK, and the US.
The move towards incorporating a “keyword search” feature reflects Meta’s commitment to improving its platform’s usability and accessibility for its growing user base. In a recent blog post, Meta stated, “Today, we’ll start rolling out keyword search in English and Spanish, in countries where most people post in those languages – such as Argentina, India, Mexico, the UK, and the US – on both mobile and web.” The company also expressed its dedication to extending this feature to more languages and countries in the near future.
Meta’s Founder and CEO, Mark Zuckerberg, shared this exciting development in a Threads post, saying, “Rolling out to most English and Spanish-speaking countries today. More to come soon.” This move aims to make Threads more versatile and user-friendly, catering to the linguistic diversity of its global audience.
Despite its promising beginnings, Threads has seen a notable decline in daily active users since its peak in early July. The platform, which once boasted around 50,000 daily active users on Android devices worldwide, now stands at approximately 10 million. According to Similarweb, this figure represents less than a tenth of Twitter’s user base.
The early days of Threads were marked by a remarkable surge in popularity. Zuckerberg reported that over 10 million users flocked to the social media app within a mere seven hours of its launch on July 5th. In fact, Sensor Tower, a market intelligence data provider, reported that Threads achieved the status of the most downloaded non-game app in a decade, amassing over 100 million users.
Nevertheless, this meteoric rise was accompanied by a sharp decline in user engagement. Recent data indicates that users on Threads now spend only about 2.4 minutes per day on the platform, marking an astonishing decrease of over 80 percent from its peak in early July.
In addition to the introduction of the “keyword search” feature, Meta has expanded Threads’ functionality by launching a web version. This new capability allows users to seamlessly post content, peruse their feeds, and interact with posts directly from their desktop computers.
This expansion into the desktop realm is expected to offer users more convenience and further opportunities for engagement.
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