Meta’s Threads unveils custom feeds, challenging Bluesky’s explosive growth while grappling with harmful content.
At a Glance
- Threads introduces flexible default feed options to enhance user experience
- Bluesky surges to over 22.6 million users, facing challenges with rapid growth
- Threads boasts 275 million monthly active users, outpacing Bluesky
- Bluesky struggles with increased harmful content and server limitations
- Meta focuses on personalization and engagement to compete in the social media landscape
Threads Rolls Out Custom Feeds to Combat Bluesky’s Rise
In a move to maintain its competitive edge, Meta’s Instagram Threads has launched a new custom feed feature globally. This development comes as rival platform Bluesky experiences a surge in user growth, attracting nearly 1 million new users daily. The custom feed option allows Threads users to build personalized feeds around preferred people and topics, directly challenging Bluesky’s unique selling point.
Users can now search for topics or profiles to curate their custom feeds, switching between “For You,” “Following,” and custom options on the home screen. This flexibility aims to address user complaints about limited feed options and the platform’s previous deprioritization of political content.
Meta’s Threads app launches custom feeds amid Bluesky surge https://t.co/qiuH3kDt2r
— The Hill (@thehill) November 20, 2024
Bluesky’s Rapid Growth and Growing Pains
While Bluesky has seen impressive growth, reaching over 22.6 million users, it still lags behind Threads’ 275 million monthly active users. However, Bluesky’s surge is notable, with its user base growing from 13 million in October to over 22.6 million, largely due to users leaving X (formerly Twitter) over concerns about hate speech and misinformation.
Despite its growth, Bluesky faces significant challenges. The platform is reportedly in “firefighting mode,” struggling with server capacity issues and an increase in obscene and illegal content. These growing pains have led to over-enforcement and temporary suspensions as the platform scrambles to manage its rapid expansion.
Meta’s Strategy to Retain and Attract Users
Mark Zuckerberg, Meta’s CEO, has announced that Threads is testing options for users to choose between “For You,” “Following,” or customized feeds as their default view. This move is clearly aimed at attracting users leaving X and capitalizing on the growing interest in alternative platforms like Bluesky.
Threads is also focusing on prioritizing content from followed users and reducing recommended content, a strategy that aligns with user preferences for more control over their feeds. Additionally, Instagram, under Adam Mosseri’s leadership, is testing improvements such as searching posts by date or account and providing AI-generated summaries of trending topics.
