Since its launch last year, Threads users have been vocal about wanting to set their “Following” feed as the default option. More than a year later, Threads is finally testing this feature, allowing users greater control over their experience on the platform.
On November 25, 2024, Meta CEO Mark Zuckerberg announced that Threads is testing a new feature enabling users to select their default feed. Options include the “For You” algorithmic, “Following, ” and custom feeds. This update builds on Threads’ recent launch of custom feeds, which allow users to curate content around specific topics or user profiles, creating a more personalised experience.
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Competing with Bluesky’s innovation
The rollout of custom feeds positions Threads to better compete with Bluesky, a decentralised social network gaining momentum among X (formerly Twitter) users. Bluesky’s tools for building custom algorithms, feeds, and lists have helped it surpass 20 million users, presenting a growing challenge for Threads.
Changes are driven by user feedback
Last week, Threads modified its “For You” feed to surface more content from accounts users follow. While some welcomed the change, others expressed frustration, demanding the ability to default to the “Following” feed. Meta has now acted on this feedback, introducing the option within days. Zuckerberg noted his interest in seeing how users engage with the new feature.Whether the new feature is being rolled out universally or to select users is still being determined. Meta still needs to provide additional details.
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Meanwhile, Threads, with its 275 million monthly active users, faces intensifying competition from Bluesky. According to Similarweb data, Bluesky is closing the gap in daily active users and could eventually match Threads’ performance if its growth continues.
Meta’s efforts to secure Threads’ future
The recent updates reflect Meta’s commitment to listening to user feedback and adapting Threads to meet expectations. Threads aims to retain its audience amidst a dynamic and competitive social media landscape by offering greater customisation and addressing user demands. Whether these changes will be enough to outpace competitors like Bluesky remains to be seen.