Meta management is increasingly concerned about Thresd's slowing growth, although the company has repeatedly stated that it is happy with the slow progress.
In the past three months, Threads has reached 100 million users and added 32 million new accounts within just five days of launch.
New analysis shows that thread usage is declining significantly, from a peak of 21 minutes per user per day in July to 6 minutes per session today.
Meta is now looking for new ways to generate interest and attract more people to the app, as the company is currently trying to attract more prominent content creators to regularly publish content through the app to attract more people to participate and encourage.
Instagram is preparing to hold several meetings with content creators this month to find out what makes the application attractive, and the company’s partners department has specific goals: attracting new content creators to Threads and retaining those who already have them. The department manages non-advertising contracts with media companies and creatives.
This is in line with Meta's Threads growth strategy, which has recruited a number of high-profile names to drive interest in the new app.
The previous top users are no longer using the app, so Meta wants to launch a new campaign to activate influencers again.
Meta seems to have a specific growth strategy for the app, although it's not as broad an idea as it seems at first glance.
Meta also hopes to capitalize on Instagram's popularity by generating interest in the Threads app through in-feed notifications of popular Threads topics and encouraging users to sign up for a Threads account.
The company is also currently testing a new view that displays recent posts directly on a user's Instagram profile. The new menu highlights the latest updates within your Instagram account.
Threads is currently testing new notifications within the app itself to allow more people to interact with new users through the feed.