Threads Aspires to Be Your Favorite Morning App

In an insightful chat with Threads' leader Conor Hayes, the focus was on the impact for creators, upcoming advertisements, and the role of the fediverse.

Meta’s Threads platform has witnessed a remarkable year, emerging as the second most-popular iOS download after ChatGPT, boasting 400 million monthly and 150 million daily users.

Eager users are keen to dive into the platform’s offerings, Hayes noted.

The app's expansion owes much to cross-promotion via Meta's other services. "We actively leverage Instagram and Facebook to showcase Threads," Connor Hayes explained recently. Their strategy is to draw attention by integrating personalized Threads content into users' social media feeds, eventually inspiring independent app engagement. "We're committed to encouraging users to be self-driven in opening the app first thing in the morning," Hayes emphasized.

September saw Hayes, an integral part of Threads from its inception, taking the helm. His vision is shaping Threads into an essential online venue for global discussions. By focusing on specific topics like sports and entertainment, he hopes to draw creators and audiences alike into more frequent usage.

Hayes recognizes not only X, formerly Twitter, as a competitor but also highlights other platforms generating buzz similar to early Twitter days, such as Reddit and Discord. "The competition for live interaction spaces is intense," he remarked.

Creating Pathways for Content Makers

Currently, Threads doesn't provide direct income options for creators. Hayes is instead positioning Threads as a channel to divert audiences to other platforms like podcasting services, where creators can monetize their work.

Recently, Threads introduced features that allow users to link and pin podcast episodes directly to their profiles. While partnerships with networks like Substack and Patreon are on the table, direct monetization within Threads or shared ad revenue models aren’t part of the immediate plan.

Ads on the Horizon

Ad testing has commenced in a few regions, but the rollout is strategic and paced. "We’re increasing ad visibility slowly, ensuring the platform continues to offer substantial benefit to users," Hayes confirmed.

Algorithm Personalization

Introducing 'Dear Algo,' Threads is experimenting with user-driven algorithm adjustments. This feature empowers individuals to tailor their content suggestions, even timing these according to their preferences for a brief period, like avoiding NFL updates for a weekend.

Thanks to advanced language models, understanding content specifics has evolved remarkably. Now, Threads can discern nuanced details, such as specific events or players in sports history. User requests have grown highly detailed, exemplifying the demand for precise content filtering.

The Fediverse Role

Although Threads supports interaction with services like Mastodon, Hayes noted that federation isn't at the forefront of their roadmap. "Maintaining consistency across diverse platforms is a complex task," he acknowledged. Balancing development priorities remains critical.

Focusing on Current Content But Not Primarily News

Historically mocked for resurfacing outdated content, Threads now emphasizes fresh, 24-hour-old posts. "Even exceptional but dated content might not be prioritized," Hayes shared.

While Threads isn't particularly pursuing journalists or media outlets, these creators are valued similarly to other sectors. "Certain creators excel in this space and there’s a clear demand for their insights," Hayes stated. News may not be a top focus, but content hunger is noticeable among users.