Meta's Threads Innovates with Custom Features Amid Bluesky’s Rapid Rise

Meta’s Threads app is making significant updates to enhance user experience as competition intensifies, particularly from Bluesky, which has seen a surge in new users in recent weeks.

Instagram head Adam Mosseri, who spearheaded the launch of Threads in July 2023, announced several updates aimed at improving the platform’s search functionality and trending topic exploration. The updates come as Bluesky, the decentralized social media platform created by Twitter co-founder Jack Dorsey, recently hit 20 million users, tripling its base over the past three months. This growth is largely attributed to a wave of users migrating from X, formerly known as Twitter.

• Key Updates and Features on Threads

1. Custom Feeds for Personalized Content
Threads introduced customizable feeds, allowing users to pin curated topics or accounts to their homepage. This feature provides more control over content, similar to Bluesky’s custom feed options. Mosseri also revealed adjustments to Threads' algorithm to prioritize posts from followed accounts, reducing irrelevant content.

2. Landscape Video Viewing
Responding to user demand, Threads now supports landscape video playback, enhancing the platform's multimedia experience. Additionally, Threads users can see others’ replies while composing their own, simplifying interactions.

3. Advanced Search Tools
Threads is testing new search capabilities, enabling users to search within specific date ranges or by specific accounts, similar to the advanced search available on X.

4. Expanded Trending Topics
A new trending page is in testing, offering broader topics alongside AI-generated summaries. However, this feature is currently limited to U.S. users.

5. Upcoming Advertising Rollout
Meta plans to introduce ads on Threads in early 2025. While acknowledging user concerns, Mosseri emphasized the need for revenue to sustain operations. Meta CFO Susan Li stated that Threads is not expected to generate significant revenue next year.

Competitive Landscape and Future Plans
As Bluesky gains traction, Elon Musk’s X is seeing shifts in its advertiser relationships, with major brands resuming ad campaigns following the U.S. election results. Meanwhile, Meta appears to be positioning Threads for a stronger future. The recent acquisition of the threads[dot]com domain suggests potential rebranding or integration with Instagram, where Threads posts are already visible unless users opt out.

Threads continues to refine its platform to compete in the evolving social media landscape, balancing user needs with business goals.