by Meta’s Threads platform, a competitor to X (formerly Twitter), is experimenting with significant upgrades to its Search and Trending Now features. These enhancements are likely part of Meta’s broader strategy to attract new users and compete with rival social media platforms, particularly Bluesky, which has been gaining traction among users dissatisfied with X.
According to Adam Mosseri, head of Instagram, Threads is now testing AI-generated summaries in Trending Now. These summaries aim to provide users with concise overviews of the most talked-about topics, making content discovery faster and more convenient. Although the details are still limited, it is expected that Meta’s AI systems are used to generate these descriptions. Currently, the expanded Trending Now experience is available exclusively in the United States.
Improved Search Functionality
In addition to Trending Now updates, Threads has made its Search feature more powerful. Users can now filter posts by specific accounts or by a particular time period, a functionality that has been highly requested. Before these changes, users often had to scroll extensively through search results to find relevant content, which limited the platform’s usability.
These updates make Threads a more competitive platform for users who prioritize content discovery, particularly those exploring breaking news, niche topics, or posts from specific creators.
Competing with Bluesky
Content discovery is one of Bluesky’s main attractions. The platform encourages users to follow carefully curated feeds, which focus on topics like art, astronomy, international affairs such as the conflict in Ukraine, or interests specific to their social circle. Threads appears to be borrowing elements of this approach by enhancing its Trending Now topics and introducing AI summaries to improve content visibility.
Both Threads and Bluesky have seen noticeable growth since the November 5th US presidential election. Dissatisfaction with X, which has undergone feature changes and loosened content moderation under Elon Musk’s ownership, has driven some users to explore alternatives. Musk’s vocal support for President-Elect Donald Trump has also played a role in shaping public perception of the platform.
Despite Bluesky’s growth, Threads maintains a significant user advantage. Threads reportedly has over 275 million monthly active users, compared to Bluesky’s approximately 21.5 million total users. This difference demonstrates that while Bluesky may appeal to niche audiences, Threads continues to dominate in scale.
New For You and Personalized Feeds
On November 20, Threads introduced more bespoke feed options, allowing users to prioritize posts from accounts they follow. This update complements the enhanced Search and Trending Now features, making the platform more user-centric. The For You tab now shows more content from followed accounts, ensuring users see updates from people and topics they care about most.
These improvements suggest that Threads is focusing on personalized content delivery, a key factor in keeping users engaged and improving overall platform retention. Personalized feeds, combined with AI-generated summaries, aim to make content discovery both faster and more relevant.
The Broader Social Media Context
While Threads’ rapid updates demonstrate its growth and ambition, the platform’s ability to challenge X remains uncertain. X still has an estimated 600 million active users, making it the dominant player in microblogging and short-form content. However, Threads’ innovations in AI summaries, enhanced search filters, and Trending Now features indicate that Meta is actively experimenting with tools to differentiate itself and capture dissatisfied users from X.
The combination of AI-driven content discovery, expanded Trending Now topics, and personalized feed enhancements positions Threads as a compelling option for users seeking a more curated social media experience. These updates are also a clear signal that Meta is responding to competition from newer platforms like Bluesky, which emphasizes community-driven content and curated feeds.
What This Means for Users
For users in the United States, the changes mean a smoother experience navigating trending topics and finding relevant content. AI summaries reduce the time needed to catch up on major discussions, while improved Search filters help locate posts from specific accounts or periods.
The platform’s evolving features also indicate that Threads is positioning itself as a serious X alternative. With personalized feeds, AI-driven insights, and expanded Trending Now topics, Threads aims to retain its large user base while appealing to those frustrated with X or seeking more curated content experiences.
Conclusion
Threads is actively experimenting with AI-generated summaries, enhanced Search filters, and expanded Trending Now topics to improve user experience and compete with rivals like Bluesky. While currently limited to the US, these updates demonstrate Meta’s commitment to innovation and personalized content discovery.
As social media competition intensifies, Threads’ combination of AI tools and user-focused features could attract more users, particularly those looking for alternatives to X. However, X’s large user base means that the platform still faces challenges in gaining significant ground, even as it adopts features reminiscent of successful Bluesky feeds.
