Meta to boost retention on Threads after losing users

Meta Platforms (META.O) executives are  focused on boosting retention on their new Twitter rival Threads, after the app lost more than half of its users in the weeks following its buzzy launch, CEO Mark Zuckerberg told employees on Thursday.

Retention of users on the text-based app was better than executives had expected, though it was “not perfect,” said Zuckerberg, speaking at an internal company town hall.

“Obviously, if you have more than 100 million people sign up, ideally it would be wesome if all of them or even half of them stuck around. We’re not there yet,” he said.

Zuckerberg said he considered the drop-off “normal” and expected retention to grow as the company adds more features to the app, including a desktop version and search functionality.

Meta is looking at adding more “retention-driving hooks” to entice users to return to the app, like making sure people who are on the Instagram app can see important Threads,” said Chief Product Officer Chris Cox.