Meta’s Threads, a competitor aimed at overtaking Twitter as the preferred platform for celebrities, brands, and government entities, is now accessible via the web in an effort to boost its lackluster launch performance.
The introduction of a web version of Threads is viewed as crucial for attracting professionals and media users, who typically engage with social media primarily through their computers during work hours.
“Threads.net is now live for everyone. Let us know what you think,” stated Adam Mosseri, head of Instagram and Threads, in a post on Thursday.
Previously, Threads was available solely through mobile applications for iPhones and Android devices.
A spokesperson for Threads mentioned, “The Threads team is working hard to bring this experience to parity with mobile, and will be adding more functionality to the web experience in the coming weeks.”
The platform, which serves as a rival to the rebranded X (formerly Twitter), was rapidly launched in early July, capitalizing on Meta’s vast user base of over a billion Instagram users who were invited to download the app.
This prompt effort made Threads the fastest downloaded app in history, exceeding the previous record set by the AI phenomenon ChatGPT.
However, the initial surge in interest quickly waned, leading to a significant decline in user engagement as early adopters expressed a need for a web version and additional features.
Several high-profile users, including Jennifer Lopez and NFL star Tom Brady, who had early access to Threads, have posted infrequently since its launch.
Meanwhile, X, owned by Elon Musk, continues to enjoy dominance as the main platform for commentary and news. However, recent tumult under Musk’s leadership has prompted users to explore alternatives.
According to data from Similarweb, daily active users of the Android version of Threads fell dramatically from a peak of 49.3 million to just 10.3 million.
When Threads was launched, Meta CEO Mark Zuckerberg indicated that the app would need time for stabilization, stating that after achieving this, the focus would shift toward community growth.
Notably, Threads remains unavailable in Europe due to Meta’s challenges with complying with the European Union’s data privacy regulations.
