Meta’s Threads app has experienced significant growth, becoming the second-most-downloaded iOS app of the year, following only ChatGPT. Currently, Threads boasts 400 million monthly active users and 150 million daily active users. This user growth is largely attributed to integration with other Meta platforms like Instagram and Facebook, with Threads’ head, Connor Hayes, indicating a strategy focused on promoting Threads content in users’ feeds to encourage app downloads.
Hayes emphasized the importance of establishing Threads’ identity and positioning the platform as a space for discussing current events across various sectors, such as sports, entertainment, and news. He noted that the competition extends beyond X (formerly Twitter) to platforms like Reddit and Discord, which facilitate real-time conversations.
At present, Threads does not offer direct monetization options for creators. Instead, Hayes envisions the platform as a traffic generator to other venues where creators can earn revenue. Recent features, such as linking to podcasts, showcase this approach, although there are no immediate plans to implement content paywalls or ad revenue sharing similar to YouTube.
While Threads is experimenting with ads in certain markets, including the U.S., Hayes stated the ad load would increase gradually over the next year, contingent upon perceived user value. The platform is also testing a feature called “Dear Algo,” allowing users to customize their content feeds temporarily, reflecting advancements in algorithmic understanding.
Although Threads supports federation with apps like Mastodon, Hayes clarified that this functionality is not a primary focus. The app has shifted its recommendation strategy to prioritize content from the past 24 hours, indicating a strategic move away from displaying older material. However, Threads is not currently prioritizing news content in its strategy, viewing it as one of many verticals rather than a core target.
Source: https://www.theverge.com/column/847806/head-of-threads-interview