Meta has announced significant updates to Threads, its competitor to X (formerly Twitter), aiming to introduce long-overdue improvements. These changes include more refined search capabilities and expanded trending topic features, both of which are designed to enhance user experience and better compete with rivals.
One major enhancement is the introduction of search filters that allow users to find posts within a specific date range or from a single account, mimicking features already available on X. Additionally, Threads is rolling out a trending page in the U.S., which will highlight more topics for users to follow. This page will also feature AI-generated summaries that encapsulate ongoing discussions among users. Adam Mosseri, the head of Instagram who spearheaded Threads’ launch, confirmed that these updates are now in the testing phase.
This week has been particularly active for Threads, which is feeling the pressure of increased competition from Bluesky, a decentralized text-based platform that has been gaining traction. Earlier in the week, Threads introduced a custom feeds feature, allowing users to pin multiple curated feeds to their homepage. These custom feeds enable users to focus on specific topics or accounts, offering a level of customization that extends beyond Threads’ algorithm-driven feed or its reverse chronological following feed. The concept of custom feeds has been a staple of Bluesky, but Meta rapidly developed and released its version within a few days, signaling its intent to stay competitive.
One of the long-standing criticisms of Threads is its default home feed, which often displays irrelevant or unwanted content from accounts that users don’t follow. In contrast, Bluesky’s default feed is much more tailored, displaying only content from accounts users actively follow. Responding to this feedback, Mosseri recently stated that Threads is adjusting its algorithm to prioritize posts from followed accounts. This marks a significant shift in how content is ranked on the platform. While this change could improve relevance, it remains unclear whether it will make Threads feel more timely. Despite its significantly larger user base compared to Bluesky, Threads has often felt stagnant, with users frequently encountering posts from several days prior.
Bluesky, on the other hand, has experienced rapid growth in recent weeks. The platform now boasts 20 million users and has seen a million new sign-ups daily this week alone. Although its user base remains far smaller than Threads, Bluesky’s explosive growth indicates it is resonating with users and may be giving Meta cause for concern.
The competition between Threads and Bluesky highlights the challenges Meta faces in establishing Threads as a viable alternative to X. While Threads enjoyed a strong start, attracting millions of sign-ups within days of its launch, sustaining user engagement has proven to be a more significant hurdle. Users have expressed frustration with algorithmic recommendations that feel disconnected from their interests, as well as the platform’s overall lack of dynamism. Meta’s recent updates appear to be a response to these criticisms, aiming to make Threads a more personalized and engaging platform.
Bluesky, in contrast, has positioned itself as a decentralized alternative with a more user-focused experience. Its emphasis on custom feeds and a straightforward, follower-centric default feed has appealed to users seeking a more tailored and community-driven platform. This approach, combined with its rapid growth, underscores the potential threat it poses to Threads.
Meta’s introduction of AI-generated summaries and enhanced search functions could help differentiate Threads and attract users who value more sophisticated tools for discovering and interacting with content. However, these updates also reflect a reactive strategy, as Threads seeks to address features that its competitors have already implemented successfully. The question remains whether these improvements will be enough to close the gap between Threads and its rivals.
The battle for dominance in the text-based social media space is far from over, with each platform vying to capture and retain users by addressing their pain points and offering unique features. For Meta, the key challenge will be maintaining momentum for Threads in the face of increasing competition from platforms like Bluesky, which continue to innovate and grow rapidly.
In conclusion, Meta’s recent updates to Threads represent a concerted effort to address user feedback and stay competitive in a crowded marketplace. By introducing more precise search options, AI-driven trending topics, and custom feed capabilities, Threads is attempting to enhance its appeal and improve user experience. However, with Bluesky gaining momentum and carving out a distinct niche, Meta faces a tough battle to ensure Threads remains relevant in the evolving social media landscape. Whether these updates will succeed in reinvigorating Threads or merely serve as incremental improvements remains to be seen.