5 Things You Need to Know About the Threads Algorithm (According to The Threads Team)
We can finally see beyond the curtain of Threads’ algorithm. While many things should come as no surprise, especially if you’re aware with how the Instagram algorithm works, there are several fresh and imaginative ways Meta is providing users with a distinct experience.
The Threads team discreetly published this tutorial to the Threads Feed AI system on the Meta transparency site, which has some fascinating tidbits on how to develop your following on Threads right now.
However, despite the new app’s record-breaking launch in July 2023 and stratospheric climb to more than 130 million monthly active users, the social network is still in its infancy. Furthermore, the team is releasing new Threads features at a rapid rate, so anticipate the algorithm to develop as the social media platform changes and expands.
Here’s an overview of what we know about the Threads algorithm, as well as some future forecasts.
1. Threads’ feed is ranked by an AI system
What’s remarkable about Thread’s most recent upgrade to their ranking methodology is that they make no explicit use of the word ‘algorithm’. Instead, they refer to it as an artificial intelligence (AI) system.
“The content that you see on your Threads feed is selected, ranked, and delivered to you by an artificial intelligence (AI) system,” according to the business. “Within one AI system, multiple machine learning models work together to deliver your experience.”
While this may appear to be something new and daunting, it is actually not. Most social networks utilize reactive machine learning AI to shape their feeds.
2. Threads’ AI system only impacts the For You feed
After starting with a simple ‘For You’ feed — a curated stream of information that the algorithm predicts a user would love — early adopters demanded a ‘Following’ feed, which would show them just stuff from accounts they currently follow. Threads was pleased to comply.
Right now, the experience is similar to TikTok’s FYP (For You Page) and Following feeds, which you can simply switch between at the top of the app.
Users may move between the two feeds in the Threads app by touching the Threads logo at the top or the home button at the bottom, then selecting the For You or Following tabs that display directly underneath it. On the web version of Threads, there is a For You/Following toggle button on the bottom right.
Interestingly, the Following feed is not controlled by the algorithm at all; it appears that the corporation has returned to a traditional chronological feed in this situation.
“You can click the Threads logo on your home screen and then click Following to see content only from accounts that you follow, in reverse chronological order,” according to the business. “When you select this option, you won’t see recommended content.”
As such, the material in this post is relevant to the For You feed, which is where you want your content to appear if you want to build your Threads audience.
3. Actions on Instagram affect Threads’ feeds
Threads is owned by Meta (which also owns Facebook, Instagram, and WhatsApp), however it is frequently marketed as a companion app to Instagram.
Threads need an Instagram profile to be set up, and it’s simple to share and switch between the two networks. When you join the platform, your Instagram followers will be prompted to follow you on Threads.
So it’s not unexpected that Instagram activities have a significant influence on the Threads algorithm. As you can see above, visiting an author’s Instagram profile influences not one, but two forecasts. It’s a rather high-friction operation that entails going to the author’s Threads profile and pressing the Instagram emblem on their page to switch applications.
After all that effort, checking out someone’s Instagram profile is a strong indicator of interest in the author’s material and will most certainly have a substantial influence on ranking. This is a strong indication that success on one platform will remain inextricably linked to success on the other as Threads expands – for the time being.
4. Threads is exploring trending topics
While this is not directly related to the algorithm, Threads’ most recent feature introduction might be a portent of things to come.
Instagram’s CEO, Adam Mosseri, recently stated that Threads is exploring trending themes, a popular feature. “For those of you who have been calling for a trending feature, we’re rolling out a small test to help you find timely topics people are talking about,” he said in a February post on Threads.
“The search page and the For You feed will feature today’s Threads subjects. Our AI systems choose the subjects based on what people are currently engaged with on Threads.”
Trending topics are presently only available to English users in a small segment of the U.S. market, but Facebook CEO Mark Zuckerberg stated that the company plans to “roll it out in more countries and languages once we get it tuned up.”
When it makes sense to weigh in on a popular issue relevant to your specialty, this might be an effective method of content discovery and a means to reach a new audience. This innovation bears a striking resemblance to what helped many content producers and influencers build a following on X (previously Twitter), and it is absolutely worth watching.
Threads hasn’t shied away from clear similarities to X, seeking to address the requirements of a large number of disillusioned users. For example, Threads soon added an edit capability following its inception, possibly influenced by the fact that the ability to edit tweets was a popular feature on Twitter and is currently exclusively available to X Premium customers.
New features like these suggest that Twitter’s growth techniques might also be effective on Threads.
5. Providing value is the key to Threads’ success
Understanding the inner workings of the Threads algorithm is certainly beneficial, but there’s one minor thing that jumped out to me in their ranking explainer:
“Content that the system predicts will provide more value for you is shown higher in your feed.”
I like that framing because it emphasizes the ultimate aim Threads intends to achieve with its sophisticated AI rating system: postings that provide value to Threads users. So, instead of thinking about Threads engagement techniques or the best tags to use, prioritize the quality of your material. What do you want your audience to take away after reading or viewing your posts?
Of course, it’s easier said than done! Fortunately, we offer a wealth of materials that may help you build your Threads following.
I’d recommend that you start by following the steps to develop your own social media strategy. This tutorial gives a useful framework for developing a personal brand. Finally, here’s a list of thread-specific approaches that the Buffer Team and I have found effective.
It’s also worth mentioning that Threads offers a number of features that make your material simpler to locate, engage with, and gain value from.