As the Twitter alternative Bluesky gains traction, it has seemingly motivated Threads to enhance its platform. Meta‘s own Twitter-like application is now rolling out a series of updates specifically tailored to address the features that users find appealing in Bluesky. This competitive landscape is prompting Threads to innovate and adapt, ensuring its relevance in the ever-evolving social media sphere.

This week, Threads introduced highly anticipated custom, keyword-based feeds to all users. This feature addresses user requests for more personalized content experiences. Additionally, Threads is now encouraging users to reassess their political content settings, enhancing user control and engagement with the topics that matter most to them.

With the upcoming U.S. election, Threads’ proactive approach in encouraging users to optimize their content settings is a strategic move. Such active prompts can significantly enhance the platform’s capability to deliver real-time updates across a variety of topics, thereby increasing user satisfaction and engagement.

In light of these developments, Instagram‘s head, Adam Mosseri, recently unveiled additional changes aimed at making Threads more reminiscent of Twitter’s previous format. This is part of a broader strategy to capture user interest and retention by fine-tuning how content is presented and prioritized.

According to Mosseri:

“We are rebalancing ranking to prioritize content from people you follow, which will mean less recommended content from accounts you don’t follow and more posts from the accounts you do starting today.”

This adjustment aims to tackle ongoing criticisms regarding Threads’ algorithmic approach, which many users believe has overshadowed the traditional “Following” feed. As algorithmic recommendations often lead to increased engagement, they have unintentionally diminished the importance of following specific accounts, creating a disconnect among users seeking genuine connections.

However, numerous Threads users have voiced their frustrations about difficulties in expanding their audience within the app. To address this, the Threads team is shifting focus to emphasize follower engagement, making the act of following more significant for user reach and overall visibility.

This strategic shift could empower users to cultivate their audiences more effectively within the app. Nevertheless, it may also influence the overall engagement metrics for Threads as a platform, marking a delicate balance between follower-driven content and broader engagement strategies.

Moreover, Mosseri acknowledges the complexity of this transition:

“For you creators out there, you should see unconnected reach go down and connected reach go up.”

Furthermore, Mosseri emphasizes that this initiative is “a work in progress” and balancing the dual objectives of reaching followers while maintaining overall engagement remains a challenging task.

Previously, Meta has experienced notable increases in engagement on platforms like Facebook and Instagram, primarily due to the integration of AI-generated recommendations. These AI posts now constitute 50% of the content users see in their Instagram feeds, demonstrating the effectiveness of algorithm-driven engagement.

Consequently, Meta’s decision to implement these changes appears to be a response to user concerns, albeit reluctantly. Despite Bluesky’s relatively smaller user base of 20 million compared to Threads’ 275 million, the rising interest in the Bluesky platform is clearly influencing Threads’ strategic direction.

While Threads will not transition to a fully chronological feed from followed accounts as the default, the “Following” feed will continue to serve as a secondary option. Meta understands that algorithmic feeds generally drive higher engagement levels, which is a key consideration in their strategy.

Ultimately, this represents a crucial aspect that Threads must address, as it currently lacks the dynamic, real-time feel that Twitter once offered. Users miss the constant stream of updates that kept them connected to breaking news and trending topics, creating a sense of urgency and relevance that is essential in today’s fast-paced environment.

Unfortunately, the era of spontaneous updates for former Twitter users seems to have faded, largely due to the increasing popularity of algorithm-driven feeds. While Threads could enable a default “Following” stream, as Mosseri points out, such a move could lead to decreased engagement rates. The app’s strategy of showcasing the most engaging posts tailored to user interests has proven more beneficial.

Nevertheless, it is important to recognize that Threads functions differently than Twitter did.

This isn’t to suggest that Threads is superior, as many of the recommended posts often lack substance and can be seen as time-wasting. However, increased time spent on the platform translates to more advertisement exposure for Meta, making it challenging for the company to refocus on a purely “Following” feed.

Implementing such a shift could significantly enhance users’ ability to build their audiences within the app. By requiring users to follow a profile in order to see their posts, Threads would allow users to curate their feeds effectively. This would likely lead to an increase in follower counts and foster a more engaged community, recreating the Twitter experience that many users long for.

Instead, Meta is opting for a series of compromise measures, which, while not equivalent to a full transition, may alleviate some of the concerns creators have regarding follower growth and visibility on the platform.