Executives at Meta are putting a lot of effort into increasing Threads user retention after the app lost more than half of its users in the weeks following its launch.
Despite being “not perfect,” user retention on the text-based app was better than executives had anticipated, according to Zuckerberg, who was addressing at an internal company town hall.
“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 said.
According to Zuckerberg, the drop-off is “normal” and retention will increase as the business continues to add capabilities to the app, such as a desktop version and search functionality.
Chief Product Officer Chris Cox, said Meta is considering introducing more “retention-driving hooks” to lure users to return to the service, such as “making sure people who are on the Instagram app can see important Threads.”
