Oh…
This is interesting.
Today, Threads users on desktop are being informed that there’s a new analytics dashboard available for view, which provides a range of performance insights for profiles.
As you can see in this overview, you can now access insights into various elements, including overall “Views” (Instagram’s new metric of choice, as opposed to impressions or plays), “Interactions” by followers and non-followers, and follower growth and make-up.
Which could be very helpful for those looking to build their Threads presence, and understand their performance in the app. And in particular, it’ll be interesting to have access to an overview of follower versus non-follower activity, because with more and more people using algorithm-defined “For You’ feeds, I suspect that many people’s display in this section will look a lot like mine above.
Which is something that Instagram’s been trying to emphasize, that your follower count itself is less relevant than it has been in the past. Now, more people are coming across your posts in the main feed, and fewer people are following profiles as readily as they once did. Because now, they can rely on the algorithm to show them relevant content, which is also why Meta isn’t looking to make your “Following” feed the default when you open Threads.
With the “For You” feed, Meta can show you a wider range of content, which has proven to be a winner for overall engagement. And again, I’m guessing that insights like this will underline the significance of this shift, with a disproportionate amount of your interactions coming from outside your network.
It’ll also be interesting to see your audience demographics shift over time, as Threads sees more usage in more regions. And all of these metrics will assist in your content and growth planning, providing more data to inform your approach.
It’s a good, logical addition for Threads, which is gradually building momentum, and luring a broader audience across. Well, that and X owner Elon Musk keeps annoying more segments of that app’s user base, with both elements benefiting Meta, as it continues to expand its social empire.
Worth noting too, yesterday, Threads chief Adam Mosseri said that with Threads’ monthly active users growing from 175 million in July, to 200 million just four weeks later, the app’s daily active user count is now rising just as fast, if not faster.
Using the average MAU to DAU ratio across other social apps, that likely suggests that Threads currently has just over 100 million daily actives.
For context, X currently has 250 million DAU, and hasn’t shifted from that number since November 2022.
It’s still got a way to go, but Threads is on the rise, and given the rate of growth, it could well become a genuine rival for X.
