Meta Tests “Recommended Follow Lists” on Threads Amid Growing Competition with Bluesky

Key Takeaways:

• Meta appears to be testing a Threads version of Bluesky’s Starter Packs, named Recommended Follow Lists.

• The feature is still under development, and no official launch date has been announced.

• Both Threads and Bluesky have seen a surge in users since the U.S. presidential election on November 5th.

Meta may soon introduce a feature on Threads inspired by Bluesky’s popular Starter Packs, which offer users curated collections of accounts to follow. The new tool, tentatively called Recommended Follow Lists, was discovered by Chris Messina, a Threads user. TechCrunch verified the discovery by inserting a piece of code into the Safari browser on iPhone, revealing the first example list titled NBA Threads.

According to the Threads interface, these recommended lists are “handpicked by people on Threads,” suggesting a curated approach rather than automated suggestions. While the feature is currently limited to just one test list, it hints at Meta’s intentions to provide users with thematic account collections, potentially improving engagement and content discovery.

Testing Phase and Meta’s Silence

Neither TechCrunch nor Techopedia have received official comments from Meta about the project. As a result, it remains unclear whether Meta is actively pursuing the Recommended Follow Lists feature or when it might roll out to the public. However, testing experimental features internally is a common practice for tech companies, and this appears to be part of Meta’s ongoing efforts to enhance Threads’ user experience.

In recent weeks, Threads has also incorporated several ideas inspired by Bluesky. These include prioritizing followers’ posts in feeds and allowing bespoke content feeds, enabling users to tailor what they see. These moves suggest Meta is closely monitoring Bluesky’s growth and user engagement strategies to stay competitive.

Bluesky’s Surge in Popularity

Bluesky has experienced a notable spike in users following the November 5th U.S. presidential election. Since then, the platform has added millions of new accounts, reaching nearly 23 million users at the time of writing. The growth is partly attributed to dissatisfaction with Elon Musk’s platform, X (formerly Twitter), which has faced criticism for reduced content moderation, branding changes, and policy shifts under Musk’s leadership.

Threads’ recent updates may be a strategic response to Bluesky’s unexpected rise. While Bluesky emphasizes curated starter packs and user-centric feeds, Threads is now experimenting with similar features to enhance account discovery and retain user engagement.

Why Threads Is Still Dominant

Despite Bluesky’s momentum, Threads remains far ahead in terms of active users. Meta’s platform reports over 275 million monthly active users, giving it a substantial advantage over Bluesky’s 23 million. This massive user base provides Threads with a strong foundation to test new features like Recommended Follow Lists without facing immediate competitive threats.

The popularity surge of Threads can also be linked to shifts in user sentiment around X. Since Elon Musk acquired X in October 2022, some users have expressed frustration over policy changes, including the platform’s rebranding from Twitter and adjustments to content moderation. Additionally, several advertisers reportedly left X following an increase in complaints about hate speech and offensive content, further driving users toward alternative social media platforms.

Potential Benefits of Recommended Follow Lists

If successfully implemented, Recommended Follow Lists could provide several advantages for Threads users and Meta alike:

1. Curated Discovery: Users can quickly find accounts based on interests, hobbies, or topical themes without manually searching.

2. Enhanced Engagement: The lists can encourage users to interact with new accounts, boosting activity on the platform.

3. Competitive Parity: By adopting a concept similar to Bluesky’s Starter Packs, Meta ensures Threads remains relevant in the competitive microblogging space.

4. Community Building: Handpicked lists offer a personalized approach, creating small, interest-based communities that can foster long-term user retention.

Currently, the only publicly visible list, NBA Threads, demonstrates the potential for niche curation. In the future, we may see lists covering technology, entertainment, politics, or global events, further expanding the platform’s utility.

Challenges Ahead

Despite the testing, several questions remain unanswered:

• Official launch date: Meta has not provided a timeline for when Recommended Follow Lists will be widely available.

• Feature scope: It’s unclear how many lists will be offered at launch or whether users will be able to create their own.

• Integration with existing features: How these curated lists will interact with Threads’ current feed algorithms and notification systems is still unknown.

Meta’s experimental approach mirrors industry norms, where new features are gradually rolled out to gather user feedback and address technical challenges before a full launch.

Conclusion

Meta’s testing of Recommended Follow Lists on Threads highlights the company’s commitment to improving user engagement and responding to emerging trends in the social media landscape. Inspired by Bluesky’s Starter Packs, this feature could make it easier for users to discover new accounts and build personalized communities.

While Bluesky continues to grow, Threads’ vast 275 million monthly active users ensure that it remains the dominant platform in the space. As Meta experiments with curated account collections and other Bluesky-inspired features, it positions Threads to maintain its competitive edge amid a rapidly evolving social media environment.