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Threads Needs to Focus on Trending Topics for Increased Competition with Twitter
If Threads wants to become a true competitor for Twitter, it needs to prioritize trending topics and make it easier for users to engage in real-time conversations around big events. Currently, many Threads users still rely on Twitter for the latest updates on sports, world events, and celebrity content.
One major criticism of Threads is the lack of a Trending Topics display and the absence of a way to sort search results chronologically. This makes it difficult for users to keep up with evolving news stories as they happen in-stream.
Instagram chief Adam Mosseri explained that the Threads team is hesitant to enable comprehensive lists of posts with specific words in chronological order due to the potential for spam and other malicious content. Spammers often add trending hashtags to their posts to reach a wider audience, which is a common issue on Twitter.
To prevent misuse, Threads currently limits the use of topic tags to one per post, reducing the possibility of spam content flooding key conversation surfaces. However, removing spam content from trending results without unfairly restricting other posts presents a challenge.
Mosseri emphasized that Threads is exploring different approaches to facilitate real-time engagement, including ranking posts based on various parameters. The team is also considering highlighting top stories from reputable news outlets or ranking profiles based on trust and newsworthiness related to specific topics.
While there are no easy answers, Threads’ efforts to address these challenges could lead to a more positive and engaging real-time conversational experience. Meta, the parent company of Instagram, aims to create a billion-person public conversations app that is more positive than Twitter.
By finding the right balance between real-time immediacy and preventing spam, Threads has the potential to improve online engagement. As part of Meta’s broader efforts, Threads is iterating on its content ranking and exploring ways to ensure relevance within search display.
While there are still uncertainties, Meta’s experience and data make it well-equipped to tackle these challenges and make Threads a standout platform.
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