Rebalancing the Algorithm to Prioritize Content from People You Follow
After several complaints about its algorithm, Meta’s X competitor Instagram Threads is making changes that will allow it to surface more content from people you follow in the algorithmic feed. In a recent post on Threads, Adam Mosseri, the head of the social network, announced that the app has adjusted its algorithm to show less content from accounts you donāt follow.
Changes to the Algorithm
According to Mosseri, the changes are aimed at rebalancing the ranking to prioritize content from people you follow. This means that users will see more posts from accounts they do follow and fewer recommended content from accounts they don’t follow. The change is expected to start rolling out today.
Impact on Creators
The update may have a significant impact on creators who rely on Threads for their online presence. Mosseri warned that creators might see their "unconnected" reach dip, but added that connected reach should increase as a result of the changes. He emphasized that this is a work in progress and that balancing the ability to reach followers and overall engagement can be tricky.
Custom Feeds and the Algorithm
This change comes at a time when Threads has introduced the ability for users to create custom feeds, which allows people to have more control over what kind of content they see. The social network also has a dedicated Following feed, but the app defaults to the algorithmic For You feed, which is controlled by Meta.
Competition from Bluesky
Meta is moving quickly to make these changes at a time when many users are heading to Bluesky, which has surpassed 20 million users. While there is a significant gap in terms of numbers, with Threads having more than 275 million monthly active users, Bluesky is showing competitive daily active users as compared to Threads, according to market intelligence firm Similarweb.
Why the Changes Are Needed
The changes are likely an attempt by Meta to address user complaints about the algorithm and make it more appealing to its large user base. By prioritizing content from people you follow, the app is hoping to improve engagement and reduce the feeling of clutter that users often experience when seeing too much recommended content.
What This Means for Users
Users can expect to see more posts from accounts they do follow in their For You feed. However, this may also mean that they see fewer recommended content from accounts they don’t follow. The update is expected to start rolling out today and will likely be closely monitored by users and creators alike.
Why This Matters
The changes to the algorithm are significant because they represent a shift in how Threads approaches user experience. By prioritizing content from people you follow, the app is taking steps to address user complaints and make it more appealing to its large user base.
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Ivan Mehta
Ivan covers global consumer tech developments at TechCrunch. He is based out of India and has previously worked at publications including Huffington Post and The Next Web.
You can reach out to him at im@ivanmehta.com.
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