Why Threads Should Prioritize Discovery Features

Threads, the latest social media endeavor from Meta, has the potential to upend Twitter once and for all.

Threads has many of the features that attracted users to Twitter, but offers even greater promise through its connection to Instagram and the “fediverse,” a network of interconnected (federated) servers that are independently hosted but capable of read/write intercommunication. While Twitter has cracked down on usability and API expansion, Meta is inviting it, opening a new line of communication between independent social platforms.

But, Threads still leaves much to be desired—especially in terms of its discovery features.

Adam Mosseri, Head of Instagram, addressed the lack of discovery features in a Threads post last week. Currently, Threads’ discovery features are mediocre at best—limited search functionality, no hashtags, and a mish-mash of posts in a feed that may or not be relevant.

To be fair, Mosseri wants us to know that these features are coming. The question is: When? And, how will small creators fare in the interim?

Small creators are getting lost in the mix

As of the writing of this article, a post from Threads user @bournetomeme struck a chord to the tune 275+ likes and 40+ replies:

The replies were filled with commiserating comments, and plenty of bot replies claiming to be “millionaires” and offering $5,000 dollars for sending a direct message. It’s not exactly a good look.

If the only discoverable accounts are blue checks or random users who aren’t aligned with our interests, it puts the onus on the user to build a “following” list on their own. I know this is giving “first world problems,” but where user experience is concerned, it matters.

For example, when I joined Threads, I searched for the handles of a few people I follow on LinkedIn. I then followed some of the accounts they were following. It works, but it’s not delivering the level of user experience that I would expect from a company like Meta.

Some users are using the creator gap to their advantage. Lidia Infante, a thought leader in the SEO space, created a list of SEOs to follow on the new app. This takes some of the burden off new Threads users and gives a nice visibility boost to the creators who made the list.

That said, if people are already lamenting about their Threads falling flat, it’s only a matter of time before the frustration drives users away from the platform.

The discovery features Threads needs… like, NOW

It’s not a great approach to rely on users to follow people or engage with posts at random, and hope the algorithm will do the rest of the work. The good news (in addition to Mosseri’s confirmation that these features are coming) is that there are some simple UI fixes that could really elevate the Threads experience.

Hashtag Functionality

In my opinion, this one is the most urgent. According to Gitnux, 88% of Instagram posts include at least one hashtag, and posts with hashtags earn 12.6% higher engagement than those that don’t.

Since Threads is vying to overtake Twitter’s market share, it should also be noted that 125 million hashtags are used every day on that platform. Brands see 50% higher engagement when using hashtags, and overall, tweets with hashtags are 55% more likely to be retweeted.

In addition to the engagement benefits of hashtags, they create a positive user experience. It’s a little odd that Threads didn’t roll out with the same hashtag functionality as Instagram: Meaning, users can search for and follow hashtags. This feature would provide valuable information to the platform about a user’s interests and enable the algorithm to serve the most relevant content from accounts of all sizes.

Customized Feeds

Right now, my Threads feed is so random. And no, not the cutesy, ‘early-2010s-meme’ random. On my professional Threads account, I follow marketers, SEOs, and PR experts, and my expectation is that I’ll see relevant content reflected in my feed. Yet, those posts are sandwiched between odd and sometimes inappropriate Threads from accounts like @memezar and even @wendys.

Twitter split its feeds into “For You” and “Following,” which allows users to toggle between content from the accounts they follow, specifically, and content that the Twitter algorithm thinks they might be interested in.

Additionally, some users like to filter the content they see chronologically. This is an issue that has caused problems for Instagram in the past.

A customizable feed—whether by following or timeline—would improve discovery for small creators by amplifying the visibility of their posts, and it would create a better user experience for everyone.

I’m not sure which route Threads will decide to take, but let’s hope they improve upon the very limited (and wonky) feed experience they’re currently providing.

Content Moderation

So, this part of the article is actually about content we don’t want to discover.

I was on Threads for less than 3 hours before I was shown explicit content. This indicates that there is already a content moderation issue at play on Threads, and considering that the surge in inappropriate and NSFW content on Twitter has been an ongoing issue, it’s one Meta will want to address—and fast.

When I was shown this post on Threads, I clicked the Options button, and there were four to choose from: Mute, Hide, Block, or Report. It’s not entirely clear what selecting “Mute” or “Hide” will do for the algorithm. If you select mute, you won’t see posts from the account anymore. If you select hide, it will only that hide that particular post.

Yet, Instagram offers far more content moderation tools. When I’ve been served off-putting or irrelevant Reels, I can get more information from the “Why you’re seeing this post” option, and choose from a number of moderation options under “Not interested.” This helps Instagram more effectively tailor the posts I’m being shown, and avoid serving inappropriate or offensive content.

A screenshot of the content moderation tools available through Instagram, which include the option to stop suggestions based on the account, words in the post, sensitive content, and more.

Closing thoughts

It’s worth pointing out again that Threads has a real shot at taking down Twitter. Our options aren’t great—tweet under the delusion of Elon Musk, or thread under the tyranny of Mark Zuckerberg. But, the original point of Twitter keeps the dream alive today. Threads could become a new space for us to share our thoughts, opinions, and streams-of-consciousness with those who care enough to follow us.

Data privacy concerns are definitely legitimate (especially being a Meta product), and the lack of functionality makes it seem like Threads was pushed rather than rolled out. But, if they can add better discovery features and more content moderation options sooner rather than later, I’ll be a Threads user who is there to stay.

Previous
Previous

3 Qualities to Look for in an Education PR Agency

Next
Next

Avoid These Data-Driven Marketing Mistakes