The company is now planning to boost retention on the platform, Zuckerberg told employees in a town hall meeting. A report by news agency Reuters claimed that the top executive said the retention of users on the app was better than executives had expected, though it was “not perfect”.
“Obviously, if you have more than 100 million people sign up, ideally it would be awesome if all of them or even half of them stuck around. We’re not there yet,” he was quoted as saying. According to Zuckerberg, the drop-off was “normal” and he expects retention to grow as the company adds more features to the app.
Meta is looking at adding more “retention-driving hooks” to pull users back to the app and “making sure people who are on the Instagram app can see important Threads,” according to chief product officer Chris Cox.
New features on Threads
Instagram’s Threads recently got a set of new features to better compete with Twitter — now X — that already has a user base and established communities.
The Meta-owned company rolled out an option for a chronological feed and translations. “Threads started rolling out an option for a chronological feed of only people you’re following and added translations too. More to come,” Meta CEO Mark Zuckerberg announced on his Instagram Channel.
Threads users will now be able to view posts from other profiles on their feeds in two ways: Following and For You. Additionally, Threads posts in the feed will now be translated automatically.
Instagram head Adam Mosseri also announced new ways to filter notifications in Activity, a button to quickly follow your followers and a quick way to approve follower requests.