Threads to rely on new features for user retention amid falling engagement rates

Considering that Threads is built on Instagram's infrastructure, users might find it more dull to use

Meta's Threads has not been able to retain the hype over the launch as the engagement rate is down by 70%.

Threads received over 100 million subscribers in the first five days of its launch. The eager response to it created a buzz that Twitter might go dead.

However, Threads itself has not been able to retain and engage its users these days.

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One of the main reasons for this fall in engagement is the lack of many interesting features in Threads. Considering that it is built on Instagram's infrastructure, users might find it more dull to use.

As per Meta's CEO Mark Zuckerberg, the response to Threads was way more than what they had expected. Regardless, the team has plans to improve the basics of the platform and work on how to retain the users.