Threads, Meta’s social networking platform, has reached a significant milestone by celebrating its first birthday and accumulating 175 million monthly active users. However, Threads is still in the process of finding its own identity, positioning itself as a less news-focused alternative to Twitter/X and a less open platform than Mastodon or Bluesky.
Throughout the past year, the Threads team has been diligently working on improving the platform, releasing new features and gathering user feedback. Some notable additions include support for multiple profiles, a web app, a desktop interface similar to Tweetdeck, trending topics in the U.S., and customizable controls for muting and quoting replies.
One area where Threads can learn from other social networks is in the implementation of custom feeds. Bluesky, for example, has successfully introduced custom feeds that help users discover different content. Threads introduced tags last year, but users often struggle to share posts with the appropriate tags for events or trends. Implementing a feature that allows users to combine search terms or create custom lists would greatly enhance the user experience.
Recently, Threads made its API available to developers, enabling them to post content for users and display their own posts within the app. However, this API does not allow developers to create third-party apps that consume Threads. Many social networks have become more restrictive with user data, limiting the development of alternative experiences. It would be beneficial for Threads to consider allowing third-party apps to provide users with more options and flexibility.
Threads initially gained a significant user base through its integration with Instagram. While users can now deactivate or delete their Threads accounts without affecting their Instagram accounts, there is still room for improvement. Instagram head Adam Mosseri acknowledges the need for Threads to become more independent over time and mentions the possibility of Threads-only accounts and data separation.
Threads and Mosseri have taken a stance against actively promoting or amplifying news and political content on the platform. However, political topics may still surface in trending topics. To handle potential extremities without suppressing news, Threads should refine its product. Other social networks like X and Mastodon have implemented features to provide context and show bylines linked to writers’ accounts, demonstrating the importance of addressing news-related content.
The “For You” algorithm on Threads’ feed has received mixed reviews, with some users reporting receiving irrelevant posts. Improving the algorithm’s ability to serve relevant and interesting content would greatly enhance the user experience.
Threads can also benefit from better local content. Utilizing Instagram’s partnership teams in various countries or following Twitter’s previous approach of establishing regional partnership teams could help surface relevant content for users. While Threads has introduced live scores for sports events like NBA and MLS, it missed the opportunity to engage cricket fans during the T20 World Cup. Focusing on delivering localized content would enhance user engagement and cater to specific user interests.
In conclusion, Threads has made significant progress in its first year but still has room for improvement in various areas. By learning from other social networks, implementing user feedback, and addressing issues related to news, algorithms, and localized content, Threads can continue to grow its user base and potentially compete with Twitter in the future.