Threads’ custom feeds aim to capture the attention X is losing

Threads has launched its custom feeds feature following a brief testing phase. This rollout allows users to create tailored feeds based on specific topics and accounts. Meta initiated the testing just days prior, and the swift deployment shows the competitive landscape of social media as Threads aims to counter the growing popularity of rival platform Bluesky.

The custom feeds functionality enables users to track topics and accounts seamlessly in a single feed. By searching for topics and accessing the three-dots menu next to the search bar, users can create feeds that aggregate information about multiple subjects. This allows for a more personalized experience as individuals can also include specific accounts, enhancing the versatility of the content they see. Users can create up to 128 custom feeds, providing substantial customization options.

This rapid deployment follows Bluesky’s recent success, bringing its user base to over 20 million, with growth rates reportedly exceeding one million new users per day as stated by Bluesky CEO Jay Graber. As Threads aims to retain users who might be exploring alternatives, it remains significantly larger than Bluesky, boasting more than 275 million users, per recent statements from Instagram head Adam Mosseri. Mosseri also indicated that Threads is seeing more than a million daily sign-ups as well.

The introduction of custom feeds addresses criticisms surrounding Threads’ previous algorithmic approach, which some users found overly manipulated. Users had expressed frustration at the prevalence of low-quality engagement-driven posts in their feeds. The custom feeds feature allows for pinning topic-specific feeds to the home screen, providing a direct response to user demands for improved content curation.

Threads focus on enhancing user experience and meeting the needs of its growing audience. While Bluesky has made headway in attracting users seeking alternatives to the established platforms, Threads is actively pursuing measures to maintain its user base.

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The competition among social media platforms is intensifying as they scramble to offer features that will keep users engaged. With both Threads and Bluesky introducing custom feeds, it remains to be seen how these changes will impact user retention and overall growth. Meanwhile, Threads continues to emphasize user-centric features aimed at enhancing personalized engagement.

Threads’ user growth indicates a healthy trajectory, but with rival platforms innovating rapidly, the pressure to sustain momentum is evident.

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