Meta is significantly enhancing its microblogging platform, Threads, with new search functionalities, signalling its intent to compete more aggressively with rivals like Bluesky and X (formerly Twitter).
Announced on December 2, 2024, Threads now allows users to refine searches by user profiles and date ranges, improving its usability and aligning it more closely with modern platform standards.
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Threads closes the search gap with X and Bluesky
Before this update, Threads’ search capabilities were pretty basic, offering only two filters: Top posts for those with high engagement and Recent posts for the latest updates. While the new additions are a step forward, they remain less comprehensive than X’s advanced search, which supports filtering by language, keywords, hashtags, and more.
However, Threads’ latest changes make it more competitive with Bluesky, which offers filtering options like date ranges and user profiles but hasn’t fully integrated these features into its interface.
How Meta’s Threads is addressing rising competition
Threads has been under pressure to innovate as competitors like Bluesky gain traction. With nearly 24 million users, Bluesky has seen rapid adoption due to user dissatisfaction with X and its distinctive platform features. To keep up, Threads has introduced several enhancements. It now allows users to customise their feeds, offering more control over the content they see.
Another notable addition is the introduction of “Starter Packs,” curated recommendation lists aimed at helping users discover new accounts and communities.
Furthermore, Threads has rebalanced its algorithm, ensuring users see more content from the accounts they follow rather than random suggestions. These measures demonstrate Meta’s strategic intent to retain its user base while appealing to potential newcomers.
Meta says the new search filters will be available globally in the coming weeks. These updates are part of Threads’ broader strategy to attract and retain users by addressing long-standing feedback. In addition to search enhancements, the platform has introduced trending topics with AI-driven summaries and a redesigned interface that streamlines navigation.
The bigger picture
Threads’ improvements reflect Meta’s commitment to positioning the platform as a viable alternative in the crowded social media landscape. With over 275 million active users, Threads remains a strong contender, bridging the gap between the traditional Twitter experience and newer platforms like Bluesky. While it still has room to grow in advanced features, these updates demonstrate Meta’s focus on meeting user expectations and staying competitive.