Threads, Meta’s alternative to Twitter, just celebrated its first birthday on July 5. With an impressive 175 million monthly active users, Threads has made notable strides in the social media landscape. However, as it continues to evolve, there are valuable lessons to be learned from other platforms like Twitter/X, Mastodon, and Bluesky.
Over the past year, Threads has rapidly introduced new features and actively sought user feedback. The platform now supports multiple profiles, offers a web app, includes a Tweetdeck-like interface for desktops, displays trending topics in the U.S., and provides custom controls for muting and quoting replies.
Additionally, Threads has made progress integrating with the Fediverse. Users can connect their accounts to the ActivityPub protocol, share posts, and view likes and replies from the broader Fediverse. However, they still cannot follow users from other servers.
Despite these advancements, Threads has room for growth by adopting successful strategies from its competitors.
Following Topics: Lessons from Bluesky
Bluesky excels with custom feeds, helping users discover diverse content. These programmatic feeds pull posts related to specific topics without being limited to one tag. Threads introduced tags last year, but users often face confusion with multiple tags for the same event or trend (e.g., WWDC, WWDC 2024, WWDC 24, Apple Event). Implementing a system to combine these tags, or an API provision for custom lists, would greatly enhance user experience.
Last month, Threads made its API available to developers, allowing businesses to create and publish content on behalf of users. However, the API does not support third-party apps for consuming Threads content. Unlike Bluesky and Mastodon, which foster third-party development, Threads remains restrictive. Assurance from Meta about embracing third-party apps would be a positive step.
Separating Threads and Instagram
Threads initially built its user base through Instagram integration. With over 175 million active users, it’s time to consider loosening these ties. Previously, deleting a Threads profile meant deleting the associated Instagram account. Recent updates allow for deactivating or deleting one account without affecting the other.
However, creating a Threads profile independent of Instagram is still not possible, and there’s no way to DM people without Instagram. Adam Mosseri, Instagram’s head, has indicated a shift towards greater independence for Threads, including Threads-only accounts and data separation. This direction promises a more standalone identity for Threads.
Navigating News and Politics
Threads has taken a stance against actively promoting news and political content. Despite this, political topics occasionally surface, especially in U.S. trending topics. As Threads expands globally, handling political content without suppressing news will be crucial. While X’s community notes program has its flaws, it sometimes provides useful context. Mastodon’s recent feature linking bylines to writers’ accounts also offers a model for credible news dissemination.
Improving the “For You” Algorithm
No social network has perfected its algorithm, but platforms like TikTok have set high standards. Threads’ “For You” feed can appear bizarre, with irrelevant posts frequently showing up. Recently, many users have reported seeing posts about unrelated topics like dating or asking, “Where are you from?” Threads needs to refine its algorithm to better align with users’ interests and preferences.
Enhancing Local Content
To improve local content, Threads can look to Instagram’s successful partnership teams in various countries. Twitter also had regional partnership teams focusing on relevant content before Elon Musk’s acquisition. Threads recently rolled out live scores for NBA, MLS, and Euro 2024 but missed engaging cricket fans during the T20 World Cup. Recognizing that India is one of the most active countries on Threads, localizing content for such significant markets is essential.
Conclusion
While Threads has made significant progress in its first year, there are several areas where it can learn from other social networks. By adopting strategies like custom feeds, embracing third-party development, fostering independence from Instagram, and refining its algorithm, Threads can enhance user experience and continue to grow. Given its rapid feature releases, we may see these improvements sooner rather than later. With a clear goal to surpass Twitter, Threads’ journey is one to watch.
By analyzing and incorporating successful elements from other platforms, Threads can find its unique voice and offer a more compelling experience for its users.
