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With the new features, the app will focus on encouraging real-time engagement.
- Tagging popular topics
Threads is introducing tagging above posts related to trending topics. This feature makes it easier for users to click through and engage in broader conversations in real time.
Source: Threads
- Improved search functionality
Clicking on trending topic labels will take users to a list of searches for that term. A new ‘Recent’ filter option allows users to see the latest updates, encouraging real-time discussions.
- Notifications for large discussions
Some users will see a new “now” notification for important discussions. The aim is to highlight key topics and increase user engagement and awareness.
- Content issue
Unlike Facebook and Instagram, which have successfully de-prioritised political discussions, Threads’ real-time engagement efforts make it difficult to avoid political topics. Threads’ reluctance to spread divisive opinions may limit the app’s ability to capture important news and events in real time, which in turn may drive users to X to keep up to date.
Restricting political content at the account level, rather than by keyword, is intended to minimise fake news, but may also limit interesting commentary.
Threads is approaching 200 million monthly users, which is still less than half the size of the X network. Meta’s strategy is to gradually integrate additional discovery features, as illustrated by the following innovations.
