Is Threads getting canceled?

Threads is hanging on by a… well, thread.

With Threads dying a public and painful death, Meta has unveiled a desktop version. Originally launched as a mobile app in response to Elon Musk's X, it attracted over 100 million sign-ups its first week. However, Threads faced an immediate decline in user engagement, dropping from 49.3 million daily active users in July to just 10.3 million by August. In an attempt to boost user engagement, Meta has added several features, including web browser compatibility, a chronological feed, and the ability to share posts directly on Instagram. However, experts believe Meta faces challenges in maintaining user interest and getting engaging content.

So what does this mean for the future of Threads? For an app to pop and fizzle so quickly, it doesn’t bode well. We don’t see it being revived dramatically.

Your takeaway: Originally, Threads was being applauded for giving people what they ‘said’ they wanted- an app NOT focused on short-form video. And yet here we are, a month later, and it’s on life support. This is why we believe it’s incredibly important to follow user behavior and not user complaints. Users are spending 80% of their time watching short-form video. And the rapid decline of Threads shows us that regardless of how loud people are about not liking it, they’re not choosing a different action.

🎥 What's Trending

With over 23 million views and 900,000 saves, this longer-form tutorial style video is adding tons of value.

The creator starts with an attention grabbing visual of a girl crying hysterically over receiving flowers. He then adds in his own unique voice and values about how this is the bare minimum, before creating a curiosity gap on how to take a $20 bouquet and turn it into a $50 arrangement.

What’s interesting about this video is that it’s over 3 minutes long. As he continually changes up the shots and keeps us entertained, we’re guessing this video has a long watch-time, which is contributing to its success.

Your takeaway: What can you teach your audience? How can you incorporate your voice and values into the tutorial so that it’s uniquely you? And how can you begin the video with an attention-grabbing visual that sparks emotion?