Threads, the Meta-owned social media app, says it has changed how its feed works, a shift that could affect what users see when they open the platform. According to its head, Threads recently updated its algorithm to show people more posts they are likely to want to read. The app now appears to display more posts from accounts users already follow.
The change comes amid a recent theory, circulating on Threads, X and other platforms, that the number of automated accounts on social media has dropped sharply. Users have welcomed seeing more posts from people they actually want to interact with.
Yandex attack and questions about bot traffic
Many people pointed to an attack on the Russian internet company Yandex, which took many of its servers offline. Some suggested the incident may also have removed automated traffic from the internet. Data shows it greatly reduced bot traffic from Yandex and from Russia overall.
However, there is no clear evidence that it significantly lowered the number of automated accounts posting online, because automated traffic can serve many different purposes. Other factors may explain why posts on various platforms seem to have improved recently.
Threads says feed changes aim to match user interests
Threads said it recently made a change to “show you what we think you’ll be interested in,” including updates that show more posts from accounts users follow. Connor Hayes, head of Threads at Meta, said the platform mixes posts from profiles users already follow with some they may not have discovered yet.
Hayes said the recent change could increase the posts users see from those they follow. For creators, he said, this should mean reaching more of their followers on average. He did not say exactly when the change took effect.
