Social media users want to quickly find relevant content. Whether it's about sports, technology, or entertainment, they prefer to see exactly what interests them. Threads responds to this with a new feature that allows users to share curated feeds directly within their messages.
With this update, users can easily share custom feeds – a timeline focused on a specific topic – via a quote icon or the "Share Feed" option. This makes it easier to highlight lists of relevant accounts. Additionally, Threads adds a special tab to user profiles, where shared feeds can be found.
What does this mean for companies and content creators?
For brands and content creators, this update offers an additional way to reach an audience. By sharing relevant feeds, companies can bring their content to the attention of users who are already interested in certain topics. This can help in building an active community and strengthening brand engagement.
However, the question remains how popular this feature will become. Many users today rely on algorithms that automatically display relevant content, without the need to manually compile lists themselves. This pattern is evident on platforms like TikTok, where the 'For You' page is entirely tailored to the user's preferences.
A feature primarily for active users
Although custom feeds offer a new way to organize and share content, the impact seems most noticeable for the most active users. These are the people who contribute to discussions and keep platforms running. On X, only a small percentage of users are truly active in sharing and responding, and this is likely also true for Threads and Bluesky.
Threads has been testing this feature over the past few weeks and has now made it available to all users. It provides an additional opportunity to disseminate content, although the question remains how many users will actually take advantage of it.