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How Does The Threads Algorithm Work?
For anyone who works in social media daily or uses it to market their business, it’s important to understand how each network’s algorithm works, so you can optimize your content to appear in front of your target audience. With Threads being a newer platform, many of us are unaware of the algorithmic structures that make up this network. So, in this article, we will dive into how the Threads algorithm works, and strategies you can implement to increase your posts’ visibility.
With Threads being a Meta network, we can assume many of the triggers and signals that make up the Instagram and Facebook algorithms will carry over to the Threads algorithm. So, what determines how Threads content is ranked?
What Determines the Threads Algorithm in 2024?
While other platforms hone in on personalization, Threads takes a slightly different approach to provide a range of content from those you already follow, as well as content from creators you don’t follow.
Since the Threads algorithm doesn’t organize content chronologically, this automatically randomizes and mixes what content appears on each user’s feed. However, the Threads algorithm isn’t completely random and has a few methods to its madness.
AI Feed System
Meta released a blog post on their Transparency Center, which explains how Thread’s feed content is selected and ranked. Thanks to the innovation of AI, the Threads AI system gathers information from the public content available on Threads. Then, using a variety of input signals, the system ranks content based on predictions they believe will provide more value for users.
Which “input signals” matter in the Threads AI system? When ranking content, the Threads algorithm considers the following:
- Whether or not you will like a post: Thread’s goal is to present each user with content they are interested in therefore to help determine this, they look at signals such as how many posts you’ve seen in your feed, which posts you’ve liked, and which author’s posts you tend to like the most.
- How likely you are to click to view replies in a post: With quality content comes quality responses, another important factor in Thread’s algorithm. To create these predictions, the algorithm looks at how many times users have clicked to reply to a post, how many replies you’ve viewed, and how long it’s been since you were active on Threads.
- How likely you are to follow the author of a post: Finding your ideal community on Threads is vital. To facilitate this, Threads looks at how many posts you’ve seen in your feed, which authors you’ve recently followed, and how many times you’ve viewed an author’s Instagram account.
- How likely you are to click on the profile of a post’s author: As a creator or brand, you want users to click on your profile. To determine this prediction, the algorithm uses signals such as how many times the author’s post has been clicked, the profile click rate, and the number of times people have clicked on the author’s profile.
- How likely you are to scroll past a post rather than engage with it: Signals that determine this prediction include the amount of time you’ve viewed a post, if you’ve clicked to like this post, and how many total views the post has.
Post Ranking vs. Content Discovery
The goal of Thread’s algorithm is to create a balance between post-ranking and content discovery. This means that while you will see content based on the profiles you follow, and the content you interact with, the platform will also mix in content from accounts you don’t follow.
This is a way to further test what content you like, as well as give creators an equal opportunity for their content to be found. Remember when TikTok was like this…? However, instead of throwing you completely random content, the algorithm tends to supply your feed with content based on your interests.
Threads wants to help content creators leverage their accounts so the algorithm works to have users discover creators they aren’t aware of but may interest them.
Topic Tags and Search
Threads released a rather big addition to the platform, Topic Tags. Similar to trending topics on X (Twitter), these tags allow users to join trending conversations on the network, and organize their content on a specific tag feed. Depending on what topics you are more interested in, you can assume your feed will reflect these topics.
Thread’s search feature has broadened since its first launch, which can further play into determining its algorithm. You can search by keywords to find related content. So as it goes, we can assume Threads tracks these searches to curate your feed.
User Control and Personalization
Users have a few options when it comes to personalizing their accounts to determine what content they want to see on their feeds. This includes actions such as blocking accounts, restricting users, and reporting content.
Furthermore, Threads has a feature called “hidden words” in which users can add specific words or phrases they want to be excluded from their feed. In this setting, you can select to turn off “Offensive words and phrases” as well as create “Custom words and phrases” to exclude from your feed.
To find this, head to your account Settings, then “Privacy” and select “Hidden Words”.
Tips to Gain Visibility on Threads
You may be wondering if you can break the Threads algorithm and boost your content’s engagement. While there is no exact formula for succeeding on this platform, we do have a few tips that can help you build a strong community on this platform:
Post consistently
Just as other networks go, the Threads algorithm favors consistency. If you notice that your posts aren’t performing well, adjust your posting frequency accordingly and consider increasing your posting. As this platform has an early Twitter feel, we recommend posting at least once a day.
Provoke conversations
This platform is perfect for facilitating interesting conversations with your audience, and to reach new users. Consider adding questions in your posts, a poll, or topic tags to encourage users to engage with your content.
Engage with other users and creators
As you scroll through your feed, you will notice content from profiles you don’t follow. Engage with content you find interesting, and consider reposting if you think it will interest the rest of your audience. If you see a post that has tagged a topic related to your work or interests, leave replies and encourage others to continue the conversation.
Show off your personality
Many of the posts on Threads are feelings and experiences of professionals, creators, and brands, so be authentic and share your personal stories. Threads is also a platform where you don’t necessarily need to worry about punctuation, capitalizations, or grammar. It is a very relaxed and informal platform, perfect for brands to show a different side to their business.
The Future of The Threads Algorithm
While Threads continues to roll out new features and changes to the network, we can only assume the algorithm will follow suit. Does this mean a chronological feed? Trending topics? Filters in the search function?
Threads is also in the works of expanding its API, which would allow third-party tools and developers to have more access to the platform such as scheduling, analytics, and integrations. This could mean a more complex algorithm and future feed personalization.
Although we can’t say for sure, we will make sure to be on the lookout for every and all updates. In the meantime, you can join our newsletter for updates about the top social media news of the week. Subscribe and never miss an important update!