Threads, the Twitter-like app, is rolling out new topic
discovery elements to drive engagement and encourage users to participate in
trending conversations. The app is adding a blue label above posts related to
trending topics, making it easier for users to tap through and link into the
broader conversation. This feature is a simple way to incorporate trends and
lean into real-time chatter, which is essential for an app focused on real-time
engagement.
The "Recent" filter option is also being made
available, allowing users to sort posts by date and get the latest updates on
trending topics. This feature will help users stay on top of the latest news
and discussions, and will likely increase engagement in the app. However, it's
worth noting that Threads' current Trending Topics listing often misses major
discussion points, and this new feature may not be enough to overcome this
limitation.
Threads' aversion to political content is also a significant
challenge for the app. While the app wants to maintain a positive vibe and
avoid divisive politics, this means that users may not be able to find and
engage with important news and discussions. This limitation is particularly
problematic for an app that is viewed by many users as a Twitter replacement,
where users come to find out what's happening in real-time and to learn about
major news stories as they break.
Meta's definition of political content is also problematic,
as it can branch into gray areas based on keywords and profile matching. This
means that interesting and engaging commentators may be restricted, which can
drive traffic to other platforms like X. Many users have switched to Threads as
a replacement for real-time engagement, but if something major happens,
Threads' political restrictions make it tough to follow along in the app. This
can lead to users switching back to X to get the latest news and updates.
Despite these limitations, Threads is still growing, with
Meta CEO Mark Zuckerberg announcing that the app is closing in on 200 million
monthly users. However, it's still less than half the size of X, and its growth
is likely being hindered by its political content limitations. While Threads is
taking steps to improve engagement and discovery, it needs to find a way to
balance its desire for a positive vibe with the need to provide users with
access to important news and discussions.
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