Traffic on Meta’s Threads is declining as company adds features

Meta announced a desktop version of Threads, part of a slew of options Meta has added to the text-based social media platform.

“Actual footage of me building Threads for web,” Mark Zuckerberg posted on the app Tuesday, next to a picture of the young Meta CEO in what appeared to be his college dorm room.

When Threads first appeared in early July, it was widely seen as an alternative to Twitter. Although Threads had attracted more than 100 million sign-ups less than a week after it was unveiled, it has struggled to maintain its early momentum, according to third-party analytics firms.Daily active android users on Threads peaked on July 7 at 49.3 million only to plummet to 10.3 million a month later on Aug. 7, according to estimates from website-tracking firm SimilarWeb.

Web browser capability is one of several features Meta has been pushing out to Threads over the past several weeks.But even as Meta expands the functionality of Threads, experts say it faces an uphill battle to rebuild interest in the app and ensure there is a steady flow of engaging content to keep people coming back.

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