Threads, Instagram’s counterpart to Twitter and other social media platforms, is aggressively expanding its features, notably introducing a keyword search function across all accessible areas and languages. Initially tested in English-speaking regions like Australia and New Zealand in August, the search feature is now available globally, aiming to enhance the app’s utility for its nearly 100 million monthly users. Adam Mosseri, Instagram’s head, highlighted the inclusion of all languages in keyword searches, making Threads more adaptable to diverse global audiences. The impending EU launch aligns with the need for multilingual search capabilities, catering to users in over 100 nations where the app is accessible.
Since its release, Threads has been responsive to user feedback, introducing various features such as a chronological following feed, web app support, like views, polls, GIFs, hashtag support without the hash, an edit button, and profile switching. The company has also pledged a developer API and plans to integrate with ActivityPub, a decentralized social networking protocol.
Despite its growth, Threads has yet to incorporate Trending Topics, a central feature of its competitor X, as it positions itself as a less real-time platform with an algorithmic feed featuring older posts. Mosseri emphasized a differentiation from X’s focus on breaking news and noted that the platform doesn’t aim to amplify news content. Nevertheless, the influx of former X users joining Threads could influence its trajectory.
Mosseri hinted at upcoming improvements to the search functionality, emphasizing continuous enhancements. Currently, the app restricts searches for terms like “long covid,” directing users to the CDC website for accurate information. Although Threads boasts nearly 100 million monthly users, it trails behind X, which reported nearly 550 million monthly active users as of September. Meta CEO Mark Zuckerberg remains optimistic about Threads’ potential, expressing belief in its ability to become Meta’s next billion-person app in the coming years.
