Meta希望通過(guò)Threads打敗Twitter,但用戶(hù)對(duì)它的興趣可能已經(jīng)開(kāi)始下降。
數(shù)字?jǐn)?shù)據(jù)公司Similarweb的分析顯示,7月7日,該應(yīng)用的使用量達(dá)到最高峰,但短短一周之后,該應(yīng)用美國(guó)用戶(hù)的每天平均使用時(shí)間就從21分鐘減少到6分鐘。該公司基于Meta旗下Threads的安卓應(yīng)用對(duì)其使用情況進(jìn)行了跟蹤。
同期Twitter的用戶(hù)使用時(shí)間也小幅下降了4.3%(至少在安卓平臺(tái))。但Twitter的用戶(hù)使用時(shí)間依舊有25分鐘,遠(yuǎn)高于Meta的競(jìng)品。
從7月7日至14日,Meta Threads的安卓應(yīng)用日活躍用戶(hù)從4,900萬(wàn)減少到2,360萬(wàn)。據(jù)Similarweb統(tǒng)計(jì),Twitter在7月14日擁有約1.07億用戶(hù)。
Meta高管暗示他們已經(jīng)預(yù)料到其應(yīng)用的熱度會(huì)有所下降。在Threads發(fā)布八天后,Instagram負(fù)責(zé)人亞當(dāng)·莫塞里周日在Threads上寫(xiě)道:“目前我們關(guān)注的并不是參與度,雖然該應(yīng)用的參與度一直很不錯(cuò),我們所關(guān)注的是經(jīng)過(guò)初期起伏之后的狀況。每一款新產(chǎn)品初期都會(huì)經(jīng)歷起起伏伏。”
Meta CEO馬克·扎克伯格周一在Threads上寫(xiě)道:“早期用戶(hù)增長(zhǎng)情況好于預(yù)期,但更重要的是,現(xiàn)在每天有數(shù)以千萬(wàn)計(jì)用戶(hù)在重復(fù)使用這款應(yīng)用。”他表示該應(yīng)用的增長(zhǎng)情況“遠(yuǎn)超過(guò)我們的預(yù)期”。他還表示“今年剩余時(shí)間的重點(diǎn)是改善基本面和留住用戶(hù)。”
Meta基于現(xiàn)有的Instagram平臺(tái),在7月5日發(fā)布了與Twitter競(jìng)爭(zhēng)的Threads,受到熱烈歡迎。該應(yīng)用發(fā)布五天之后,扎克伯格宣稱(chēng)這款新社交媒體服務(wù)的用戶(hù)突破1億。
如果這是準(zhǔn)確數(shù)字,這將使Threads變成史上增長(zhǎng)速度最快的消費(fèi)者應(yīng)用,超過(guò)了之前打破紀(jì)錄的OpenAI的ChatGPT。
據(jù)日經(jīng)亞洲引用市場(chǎng)研究機(jī)構(gòu)Sensor Tower的數(shù)據(jù)稱(chēng),Threads超過(guò)四分之一用戶(hù)來(lái)自印度。美國(guó)是第二大市場(chǎng),用戶(hù)占比為17.6%。
Meta發(fā)布Threads之后,用戶(hù)和廣告商都指出,該應(yīng)用缺少其他社交媒體平臺(tái)常用的功能,例如通過(guò)標(biāo)簽搜索的功能等。
莫塞里一周前在該平臺(tái)上寫(xiě)道,Meta決定,為了了解對(duì)于該平臺(tái)“人們是否感興趣”,發(fā)布Threads“宜早不宜遲”。
Similarweb高級(jí)洞察經(jīng)理大衛(wèi)·F·卡爾寫(xiě)道,與Twitter相比基本功能不足,可能是用戶(hù)參與度下降的原因之一。他還表示,“為了吸引用戶(hù)從Twitter轉(zhuǎn)移到Threads,或者在Threads上開(kāi)始一種全新的社交媒體使用習(xí)慣,Meta的應(yīng)用依舊需要提供更有說(shuō)服力的理由”。
Meta在周二發(fā)布了Threads的新功能,包括更方便用戶(hù)查看粉絲的功能和翻譯功能。
Meta發(fā)言人在答復(fù)置評(píng)請(qǐng)求時(shí),向《財(cái)富》雜志引述了扎克伯格和莫塞里在Threads上發(fā)布的帖子。
Threads與Twitter的對(duì)決
據(jù)媒體報(bào)道,在Twitter及其老板埃隆·馬斯克出現(xiàn)一系列失誤之后,Meta加快了發(fā)布Threads的計(jì)劃。
馬斯克的政策調(diào)整,尤其是內(nèi)容審查政策調(diào)整,令品牌商和創(chuàng)作者感到不安。據(jù)The Verge報(bào)道,Meta首席產(chǎn)品官克里斯·考克斯在今年早些時(shí)候的一次內(nèi)部會(huì)議上表示,公眾人物希望有一個(gè)“穩(wěn)健運(yùn)行的”平臺(tái)。
Twitter老板對(duì)于Meta發(fā)布的這個(gè)競(jìng)爭(zhēng)對(duì)手卻沒(méi)有太好的評(píng)價(jià)。
馬斯克抱怨Treads的隱私許可,挑戰(zhàn)扎克伯格要來(lái)一場(chǎng)“鐵籠斗”,并威脅要對(duì)Meta挖走前Twitter員工和盜竊商業(yè)機(jī)密的行為進(jìn)行起訴。(Meta反駁馬斯克的指控稱(chēng),“Threads工程團(tuán)隊(duì)沒(méi)有任何一名Twitter前員工”。)
扎克伯格在討論Threads時(shí)也明確提到了Twitter。他在Threads發(fā)布后不久在該應(yīng)用上寫(xiě)道:“我認(rèn)為應(yīng)該有一款用戶(hù)超過(guò)10億的公共對(duì)話(huà)應(yīng)用。Twitter曾有機(jī)會(huì)實(shí)現(xiàn)這個(gè)目標(biāo),但它未能成功。”
在線分析公司Sensor Tower的總經(jīng)理安東尼·巴塔羅西在周末前對(duì)CNBC表示,Meta“需要更有說(shuō)服力的價(jià)值主張,而不是簡(jiǎn)單的‘沒(méi)有埃隆·馬斯克的Twitter’。”(Sensor Tower也報(bào)道了Threads用戶(hù)參與度和日活躍用戶(hù)下降的新聞。)
之前曾有社交媒體專(zhuān)家告訴《財(cái)富》雜志,Threads不太可能完全取代Twitter。
相反,基于文本的社交媒體將會(huì)分裂成提供不同內(nèi)容的多個(gè)平臺(tái):Twitter主要提供突發(fā)新聞和評(píng)論,Threads(與其母公司應(yīng)用Instagram一樣)將以網(wǎng)紅創(chuàng)作的內(nèi)容為主。
Twitter自身也存在問(wèn)題。周六,馬斯克披露稱(chēng),Twitter的廣告收入持續(xù)下滑了50%,并且該公司的“現(xiàn)金流為負(fù)”。(財(cái)富中文網(wǎng))
2023年7月20日更新:本文更新了Meta的回復(fù)。
翻譯:劉進(jìn)龍
審校:汪皓
Meta希望通過(guò)Threads打敗Twitter,但用戶(hù)對(duì)它的興趣可能已經(jīng)開(kāi)始下降。
數(shù)字?jǐn)?shù)據(jù)公司Similarweb的分析顯示,7月7日,該應(yīng)用的使用量達(dá)到最高峰,但短短一周之后,該應(yīng)用美國(guó)用戶(hù)的每天平均使用時(shí)間就從21分鐘減少到6分鐘。該公司基于Meta旗下Threads的安卓應(yīng)用對(duì)其使用情況進(jìn)行了跟蹤。
同期Twitter的用戶(hù)使用時(shí)間也小幅下降了4.3%(至少在安卓平臺(tái))。但Twitter的用戶(hù)使用時(shí)間依舊有25分鐘,遠(yuǎn)高于Meta的競(jìng)品。
從7月7日至14日,Meta Threads的安卓應(yīng)用日活躍用戶(hù)從4,900萬(wàn)減少到2,360萬(wàn)。據(jù)Similarweb統(tǒng)計(jì),Twitter在7月14日擁有約1.07億用戶(hù)。
Meta高管暗示他們已經(jīng)預(yù)料到其應(yīng)用的熱度會(huì)有所下降。在Threads發(fā)布八天后,Instagram負(fù)責(zé)人亞當(dāng)·莫塞里周日在Threads上寫(xiě)道:“目前我們關(guān)注的并不是參與度,雖然該應(yīng)用的參與度一直很不錯(cuò),我們所關(guān)注的是經(jīng)過(guò)初期起伏之后的狀況。每一款新產(chǎn)品初期都會(huì)經(jīng)歷起起伏伏。”
Meta CEO馬克·扎克伯格周一在Threads上寫(xiě)道:“早期用戶(hù)增長(zhǎng)情況好于預(yù)期,但更重要的是,現(xiàn)在每天有數(shù)以千萬(wàn)計(jì)用戶(hù)在重復(fù)使用這款應(yīng)用。”他表示該應(yīng)用的增長(zhǎng)情況“遠(yuǎn)超過(guò)我們的預(yù)期”。他還表示“今年剩余時(shí)間的重點(diǎn)是改善基本面和留住用戶(hù)。”
Meta基于現(xiàn)有的Instagram平臺(tái),在7月5日發(fā)布了與Twitter競(jìng)爭(zhēng)的Threads,受到熱烈歡迎。該應(yīng)用發(fā)布五天之后,扎克伯格宣稱(chēng)這款新社交媒體服務(wù)的用戶(hù)突破1億。
如果這是準(zhǔn)確數(shù)字,這將使Threads變成史上增長(zhǎng)速度最快的消費(fèi)者應(yīng)用,超過(guò)了之前打破紀(jì)錄的OpenAI的ChatGPT。
據(jù)日經(jīng)亞洲引用市場(chǎng)研究機(jī)構(gòu)Sensor Tower的數(shù)據(jù)稱(chēng),Threads超過(guò)四分之一用戶(hù)來(lái)自印度。美國(guó)是第二大市場(chǎng),用戶(hù)占比為17.6%。
Meta發(fā)布Threads之后,用戶(hù)和廣告商都指出,該應(yīng)用缺少其他社交媒體平臺(tái)常用的功能,例如通過(guò)標(biāo)簽搜索的功能等。
莫塞里一周前在該平臺(tái)上寫(xiě)道,Meta決定,為了了解對(duì)于該平臺(tái)“人們是否感興趣”,發(fā)布Threads“宜早不宜遲”。
Similarweb高級(jí)洞察經(jīng)理大衛(wèi)·F·卡爾寫(xiě)道,與Twitter相比基本功能不足,可能是用戶(hù)參與度下降的原因之一。他還表示,“為了吸引用戶(hù)從Twitter轉(zhuǎn)移到Threads,或者在Threads上開(kāi)始一種全新的社交媒體使用習(xí)慣,Meta的應(yīng)用依舊需要提供更有說(shuō)服力的理由”。
Meta在周二發(fā)布了Threads的新功能,包括更方便用戶(hù)查看粉絲的功能和翻譯功能。
Meta發(fā)言人在答復(fù)置評(píng)請(qǐng)求時(shí),向《財(cái)富》雜志引述了扎克伯格和莫塞里在Threads上發(fā)布的帖子。
Threads與Twitter的對(duì)決
據(jù)媒體報(bào)道,在Twitter及其老板埃隆·馬斯克出現(xiàn)一系列失誤之后,Meta加快了發(fā)布Threads的計(jì)劃。
馬斯克的政策調(diào)整,尤其是內(nèi)容審查政策調(diào)整,令品牌商和創(chuàng)作者感到不安。據(jù)The Verge報(bào)道,Meta首席產(chǎn)品官克里斯·考克斯在今年早些時(shí)候的一次內(nèi)部會(huì)議上表示,公眾人物希望有一個(gè)“穩(wěn)健運(yùn)行的”平臺(tái)。
Twitter老板對(duì)于Meta發(fā)布的這個(gè)競(jìng)爭(zhēng)對(duì)手卻沒(méi)有太好的評(píng)價(jià)。
馬斯克抱怨Treads的隱私許可,挑戰(zhàn)扎克伯格要來(lái)一場(chǎng)“鐵籠斗”,并威脅要對(duì)Meta挖走前Twitter員工和盜竊商業(yè)機(jī)密的行為進(jìn)行起訴。(Meta反駁馬斯克的指控稱(chēng),“Threads工程團(tuán)隊(duì)沒(méi)有任何一名Twitter前員工”。)
扎克伯格在討論Threads時(shí)也明確提到了Twitter。他在Threads發(fā)布后不久在該應(yīng)用上寫(xiě)道:“我認(rèn)為應(yīng)該有一款用戶(hù)超過(guò)10億的公共對(duì)話(huà)應(yīng)用。Twitter曾有機(jī)會(huì)實(shí)現(xiàn)這個(gè)目標(biāo),但它未能成功。”
在線分析公司Sensor Tower的總經(jīng)理安東尼·巴塔羅西在周末前對(duì)CNBC表示,Meta“需要更有說(shuō)服力的價(jià)值主張,而不是簡(jiǎn)單的‘沒(méi)有埃隆·馬斯克的Twitter’。”(Sensor Tower也報(bào)道了Threads用戶(hù)參與度和日活躍用戶(hù)下降的新聞。)
之前曾有社交媒體專(zhuān)家告訴《財(cái)富》雜志,Threads不太可能完全取代Twitter。
相反,基于文本的社交媒體將會(huì)分裂成提供不同內(nèi)容的多個(gè)平臺(tái):Twitter主要提供突發(fā)新聞和評(píng)論,Threads(與其母公司應(yīng)用Instagram一樣)將以網(wǎng)紅創(chuàng)作的內(nèi)容為主。
Twitter自身也存在問(wèn)題。周六,馬斯克披露稱(chēng),Twitter的廣告收入持續(xù)下滑了50%,并且該公司的“現(xiàn)金流為負(fù)”。(財(cái)富中文網(wǎng))
2023年7月20日更新:本文更新了Meta的回復(fù)。
翻譯:劉進(jìn)龍
審校:汪皓
Interest in Threads, Meta’s supposed ‘Twitter-killer’ app, may already be fraying.
Just a week after the app’s peak usage on July 7, average time spent on the app each day fell from 21 minutes to six minutes among U.S. users, according to an analysis by Similarweb, a digital data firm. The company tracked usage based on the social media service’s Android app.
Time spent on Twitter also took a slight knock over this period, falling by 4.3% (at least on Android). Yet the total, at 25 minutes, was still far above Meta’s competing app.
Daily active users on Meta’s Android app for Threads also fell between July 7 and 14, from 49 million to 23.6 million. Twitter had about 107 million users on July 14, according to Similarweb.
Meta executives suggested that they were expecting a fall in interest. “Our focus right now is not engagement, which has been amazing, but getting past the initial peak and trough we see with every new product,” Instagram head Adam Mosseri wrote on Threads on Sunday, eight days after the app’s release.
“Early growth was off the charts, but more importantly tens of millions of people now come back daily,” Meta CEO Mark Zuckerberg wrote on Threads on Monday, saying the growth was “way ahead of what we expected.” He continued that “the focus for the rest of the year is improving the basics and retention.”
Meta launched its Twitter competitor, built on Meta’s existing Instagram platform, to a massive reception on July 5. Just five days after release, Zuckerberg claimed that the new social media service had over 100 million users.
If accurate, that number would make Threads the fastest-growing consumer app ever, beating OpenAI’s ChatGPT, the previous record holder.
Over a quarter of users for Threads are in India, reports Nikkei Asia citing data from Sensor Tower, a market research firm. The U.S. is in second place, with a 17.6% share of users.
After Meta released Threads, both users and advertisers noted that the app was missing features common to other social media platforms, like the ability to search via hashtags.
Meta decided to release Threads “sooner rather than later” to see “if people were even interested” in the platform, Mosseri wrote on the platform a week ago.
That lack of basic features compared to Twitter may be one reason for the drop in engagement, writes David F. Carr, senior insight manager for Similarweb. Meta’s app “still needs to offer a compelling reason to switch from Twitter or start a new social media habit with Threads,” he continues.
Meta announced new features for Threads on Tuesday, including an easier way for users to see who is following them and a translation function.
A spokesperson for Meta, when asked for comment, referred Fortune to Zuckerberg and Mosseri’s posts on Threads.
Threads vs. Twitter
Meta reportedly accelerated its plans to launch Threads following missteps from Twitter and its owner Elon Musk.
Musk’s policy changes, particularly around content moderation, have unnerved brands and creators. Public figures were interested in a platform that was “sanely run,” Chris Cox, Meta’s chief product officer, said in an internal meeting earlier this year, reported The Verge.
Twitter’s owner has not taken the launch of Meta’s competitor well.
Musk has griped about Threads’ privacy permissions, challenged Zuckerberg to a cage fight, and threatened to sue Meta for poaching ex-Twitter employees and stealing trade secrets. (Meta dismissed Musk’s allegations, saying that “no one on the Threads engineering team is a former Twitter employee.”)
Zuckerberg has also explicitly referred to Twitter when discussing Threads. “I think there should be a public conversations app with 1bn+ people on it. Twitter has had the opportunity to do this, but hasn’t nailed it,” he wrote on the app soon after its launch.
Meta will “need a more compelling value proposition than simply ‘Twitter, but without Elon Musk,’” Anthony Bartoloacci, managing director at the online analytics firm Sensor Tower, told CNBC before the weekend. (Sensor Tower also reported drops in engagement and daily users for Threads.)
Threads is unlikely to completely replace Twitter, social media experts previously told Fortune.
Instead, the world of text-based social media would likely split into multiple platforms that offered different content: Twitter would be for breaking news and commentary, while Threads (like its parent app Instagram) would be for influencer-driven content.
Twitter has its own problems. On Saturday, Musk revealed that Twitter’s advertising revenue was still down by 50%, and that the company had “negative cash flow.”
Update, July 20, 2023: This piece has been updated with a response from Meta.