Meta is pushing forward with a series of updates to its Twitter alternative, Threads, in an effort to boost user engagement and discovery. The latest changes introduce interest-based profile tags, improved topic tagging, new reply controls, and a refreshed video interface, among other tweaks.
Interest-Based Profile Tags Aim to Boost Follower Counts
Threads users can now add topics of interest directly to their profiles. This feature, which has been in testing for weeks, is officially rolling out to all users.
The idea is simple: when a user visits a profile, they will see custom topic tags displayed beneath the bio. Tapping on these tags will lead to a feed of conversations related to that topic.
This move comes as Threads continues to grapple with a fundamental issue—encouraging users to follow profiles. With social media recommendation algorithms now highly personalized, users often rely on curated feeds rather than actively following accounts. This, in turn, has made it difficult for creators to grow their audiences.
Threads’ answer? Make interests more visible and accessible. By allowing users to showcase their favorite topics, the hope is that more people will engage with profiles, leading to increased follower counts.
Topic Tagging Gets a Boost
Meta is doubling down on topic tagging, introducing new prompts within the post composer. These prompts suggest trending topics or themes based on a user’s previous activity.
- Posts with topic tags tend to get more visibility, according to Meta’s internal data.
- The updated system is designed to encourage more engagement by surfacing relevant conversations.
- Users will have more control over which discussions they participate in, making Threads a more tailored experience.
This enhanced focus on topic-based discussions aligns with Meta’s broader strategy of fostering real-time, trending conversations within the app.
New Reply Controls for Better Moderation
Meta is also introducing more granular reply settings for Threads users. These new controls allow users to dictate who can interact with their posts.
Previously, Threads users had limited options for managing replies. With this update, users can:
- Restrict replies to only people they follow.
- Open replies to everyone on the platform.
- Limit engagement to specific groups to maintain a more controlled discussion environment.
This change is likely a response to growing concerns about spam and unwanted interactions, giving users more power over their online experience.
A Fresh Look for Video Content
Threads is tweaking its video interface, making it more user-friendly. The update aims to streamline video playback and improve how videos are displayed in the feed.
While specific details remain scarce, the move suggests Meta wants to make video content a bigger part of the Threads experience. Given the growing dominance of short-form video on social media, this shift could help Threads compete with other platforms like TikTok and Instagram.
Can These Changes Keep Threads Relevant?
Despite a strong start, Threads has struggled to maintain the momentum it had at launch. One of its biggest hurdles has been user retention. By enhancing discovery, improving engagement tools, and giving users more control, Meta is trying to address these pain points.
The focus on interest-based tagging and trending discussions could make Threads a more dynamic space for real-time conversations. However, the success of these updates will depend on whether they translate into increased user engagement over the long term.
