Threads, Meta's text-based social media platform, is
expanding its custom, keyword-based feeds to a broader user base. This feature
allows users to curate their own feeds based on specific topics and profiles,
enabling them to engage in more focused community discussions within the app.
While not all Threads users have access to this feature yet,
those who do can create a custom feed by entering search terms, tapping the
three-dot icon next to the search field on the results screen, and selecting
"Create new feed." Users can also add specific profiles to their
custom feeds by visiting the desired profile, tapping the three-dots icon above
the profile photo, and selecting "Add to feed."
Adam Mosseri, the head of Instagram and Threads, believes
that features like custom feeds, lists, and hashtags, while useful for some
users, won't significantly impact the app's growth or usage. Instead, he
emphasizes the importance of reach, stating that helping users' content reach
grow is crucial for both user satisfaction and the platform's business growth.
Meta has been shifting focus away from traditional metrics
like likes and follower counts, instead prioritizing "Views" as a
more accurate measure of success in the modern social media landscape. The
company believes that algorithmic "For You" feeds are more effective
in driving engagement and overall usage compared to chronological following
feeds.
Despite the data-driven approach favoring algorithmic feeds,
many users still crave the sense of immediacy and presence that platforms like
Twitter once provided. The ability to log in and access a real-time stream of
updates on chosen topics of interest is a key factor in creating a connected,
in-the-moment experience.
However, as social media platforms increasingly rely on ad
revenue for their business models, the shift towards algorithm-driven feeds
seems inevitable. While some users may find alternative platforms like Bluesky
more appealing due to their chronological following feeds, it's likely that
these apps will also eventually lean into algorithmic recommendations to
maximize engagement and revenue.
As Threads continues to evolve and introduce new features
like custom keyword-based feeds, it's essential for users and businesses to
stay ahead of the curve and maximize their presence on the platform.
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