The Twitter rival rocketed to more than 100 million users within five days of its launch earlier this month. Meta has since added new features, such as separate “following” and “for you”‘ feeds, and increased scope to translate posts into different languages. Meta boss Mark Zuckerberg says its new social media platform, Threads, has lost more than half its users and he described the situation as “normal” and said he anticipated retention to improve as new features were added to the app. The company’s chief product officer, Chris Cox, told staff it was now focused on adding more “retention-driving hooks” to draw people back to the platform. Can  Threads really beat Twitter ?

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