Despite the most successful app launch in history, Threads hasn’t taken off.
In Australia its usage numbers badly lag Twitter’s and other social media.
Meta executive Adam Mosseri has said the company plans to introduce new features to grow the platform.
Mark Zuckerberg’s Threads, which had the biggest launch for a social media app in history in July, has since seen meagre take-up in Australia, with users rarely opening the platform, and doubts growing about whether it will take off.
The text-based app was launched with hype and fanfare in July, with Mr Zuckerberg’s Meta proudly touting the 30 million global users who signed up via Instagram accounts in the first 18 hours.
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Mark Di Stefano is Rear Window columnist, based in the Sydney newsroom. He previously worked at BuzzFeed, the Financial Times and The Information before joining the Financial Review as a media and tech correspondent. Connect with Mark on Twitter. Email Mark at mark.distefano@afr.com
