Meta Platforms Inc's (NASDAQ: META) Twitter-like app, Threads, is facing flak for blocking standard search terms, limiting its usefulness. Users searching for words like "Covid," "vaccines," or even "sexual assault" on the platform receive no results.
The lack of results raised concerns about Threads' ability to provide real-time information and cater to diverse discussions, Bloomberg reports.
While Threads offers an alternative to Twitter, its censorship of keywords and the algorithmic promotion of mainstream celebrities and brands risk making the platform dull and devoid of real-time events and meaningful discussions.
Meta has defended these restrictions, citing concerns about potentially sensitive content. However, users are calling for news content and more vibrant, niche communities akin to the early days of Twitter.
The lack of diverse content could impact Threads' potential advertising business, as a vibrant and engaged user base is crucial for attracting advertisers.
Meta acknowledges that Threads is still in its early stages. Still, it must balance creating a safe environment and providing meaningful, real-time engagement for its users.
In a world where platforms like TikTok successfully blend entertainment and real-time information, Threads faces the challenge of becoming more dynamic and appealing to a broader user base.
Launched in July, Threads quickly grew to over 100 million users. However, data from SimilarWeb in August indicated that daily active users have plummeted to below 10 million.
Users' average duration on Threads also dropped from nearly 21 minutes to 3 minutes within a month. In contrast, X maintains a steady user base, with over 100 million daily active Android users who spend roughly 25 minutes on the platform daily.
Meanwhile, X, formerly known as Twitter, will charge a monthly fee for all users of the micro-blogging platform, as per Elon Musk.
Musk's move has the potential to lead users to explore free alternatives, potentially benefiting the likes of Threads.
Price Action: META shares traded higher by 0.49% at $306.57 on the last check Wednesday.