One Year Later: How Meta’s Threads is Changing the Game in Social Media
Threads, a direct competitor or alternative of Twitter (Now X), just turned one year old on July 5th, 2024. Well, saying Threads is a competition won’t do justice to Twitter because, since the rise of the social media fever, Twitter has always been notable for offering a whole new perspective on communicating with friends and strangers.
However, Meta operated Threads was the talk of the town during its launch. Currently, the social network has reached 175 million active users monthly.
Not just this, did you know? Threads reached a million user base in just 1 hour and 10 million in 7 hours. However, Threads is still a long way down when it comes to Twitter’s active monthly user base, which stands at over 600 million.
So, let’s understand the back story behind the birth of Threads. So, a year ago, everything was going fine, and Twitter rested on the top with no competition around. Then Elon Musk entered the story, and things took a different turn.
Musk made a number of surprising changes, such as changing Twitter’s name to X and requiring users to create accounts in order to access the platform’s content, in addition to his unusual work environment. Many people believe that Twitter is on a fast track to collapse, and when a throne looks empty, someone will inevitably try to take its place.
Meta saw the opportunity and introduced Threads with a vision of a platform to establish a public, open forum for discussion/conversations.
So, let’s take a look at what’s changed in Threads in the last 1 year.
Threads’ Custom Feeds: Enhancing Content Discovery
Threads has made significant strides in enhancing content discovery through custom feeds. These programmatic feeds are designed to pull posts related to specific topics, transcending the limitations of single tags.
This approach allows users to discover a wide range of relevant content without the constraints of specific hashtags. For instance, whether users tag posts as “WWDC,” “WWDC 2024,” or “Apple Event,” custom feeds ensure that all related content is seamlessly integrated.
Importance of Custom Feeds
Custom feeds play a crucial role in delivering a personalized user experience. Threads make sure you see a mix of different and interesting posts related to specific topics, instead of just strict tags. This is especially helpful during events or trends with lots of different tags.
The Launch of Threads’ API: A Game Changer for Developers
Last month, Threads made its API widely available to developers, marking a significant milestone. The API allows developers to post content on behalf of users and display posts within their applications.
According to Meta, the Threads API enables businesses to create and publish content on a person’s behalf and display those posts within an app solely to the person who created them.
Limitations and Potential of Threads’ API
Despite its benefits, the Threads API currently restricts developers from creating third-party apps to consume Threads. This limitation highlights a broader trend in social media where platforms have become protective of user data, thereby stifling the development of alternative user experiences.
However, Threads’ rivals like Bluesky and Mastodon have taken a more open approach, creating a lively community of third-party developers.
Future Possibilities
As Threads integrates fully with the fediverse, it remains uncertain whether users will have the option to use other Mastodon clients for their Threads experience. Ensuring openness to third-party apps could significantly enhance user satisfaction and engagement.
Independence from Instagram: A Strategic Shift
Initially, Threads built its user base through its integration with Instagram. However, with over 175 million active users, the platform is now poised to establish independence. Historically, a Threads profile was tied to an Instagram account, making it impossible to delete a Threads profile without also deleting the Instagram account.
Recent updates have allowed users to deactivate or delete one account without affecting the other.
Moving Towards Autonomy
Instagram head Adam Mosseri has expressed the company’s intention to make Threads more independent over time. This includes the development of Threads-only accounts and data separation, paving the way for a standalone Threads experience. Such autonomy will likely enhance user privacy and control.
Addressing News and Political Content
Threads has taken a cautious approach towards news and political content, opting not to promote or amplify it actively. However, political topics inevitably surface, especially in trending topics. As Threads expands globally, managing political content without suppressing news will become increasingly important.
Comparison with Other Platforms
While X’s Community Notes program and Mastodon’s byline feature offer some context for news, these systems are not without flaws. Threads must find a balanced approach to handle sensitive topics effectively.
Improving the “For You” Algorithm
The “For You” feed is critical to any social media platform. However, Threads’ algorithm has faced criticism for displaying irrelevant posts. Users have reported seeing random content that does not align with their interests, highlighting the need for algorithmic refinement.
Enhancing User Experience
To enhance the “For You” feed, Threads could leverage advanced machine learning techniques and user feedback to provide more accurate and personalized content recommendations.
Better Local Content Engagement
Threads can draw inspiration from Instagram’s successful regional partnerships to increase engagement with local content. Although Threads has rolled out live scores for various sports.
Threads has made respectable progress with its API and custom feeds, positioning itself as a tough competitor in the social media landscape. While there are areas for improvement, such as enhancing the “For You” algorithm and promoting local content, the platform’s strategic direction towards greater independence from Instagram and openness to third-party apps holds promise.
As Threads continues to innovate and address user needs, it is poised to redefine social media engagement in 2024 and beyond.