Threads Aims to Be Your Must-Open App Every Morning

Meta’s Threads app has had an impressive year, becoming the second-most-downloaded iOS app, just behind ChatGPT. With 400 million monthly users and 150 million daily active users, its growth largely stems from Meta’s other platforms. Connor Hayes, the head of Threads, shared that they leverage Instagram and Facebook to promote Threads content, encouraging users to download the app and eventually engage with it independently. The aim is to create a habit where users wake up wanting to check Threads without needing constant reminders.

Since taking the helm in September, Hayes has been working to define Threads’ identity. He envisions it as the go-to platform for discussing global events, focusing on various verticals like sports, entertainment, and news to encourage both creators and users to engage more.

When it comes to competition, Hayes acknowledges that it’s not just about X. He points out that Reddit has a vibrant community similar to early Twitter, and Discord hosts numerous large group chats. While he recognizes X as the pioneer of the format, he emphasizes that the landscape for real-time conversations is quite competitive.

Currently, Threads doesn’t offer direct monetization for creators. Instead, Hayes promotes it as a traffic channel to other platforms where creators can earn money. For instance, Threads has introduced a feature that allows users to link and pin podcast episodes from platforms like Spotify to their profiles. Hayes is open to partnerships with services like Substack and Patreon but has no plans for creators to paywall content or share ad revenue like YouTube.

Ads are on the horizon, but Threads is taking a cautious approach. Testing in four countries, including the US, the ad load will gradually increase over the next year, only when the app provides enough value to users.

A new feature called “Dear Algo” is being tested, allowing users to request more or less content on specific topics and adjust their personalized feed for three days. Hayes noted that this feature benefits from improved content understanding, thanks to advancements in large language models. Users have been specific in their requests, such as wanting more football content but excluding certain players.

While Threads supports federation with apps like Mastodon, Hayes clarified that it’s not a primary focus right now. He explained that maintaining compatibility across different platforms can be challenging and that the team is prioritizing the app’s development over ecosystem compatibility.

Threads has shifted its content strategy to prioritize recent posts, recommending content from the last 24 hours. Hayes stated that older content, even if high quality, is less likely to be shown. Unlike X, Threads isn’t actively seeking to attract more journalists and publishers, viewing news as just one of many verticals. Instead, the focus is on creators who excel in their fields and the eager consumers of their content.