Meta’s social media platform, Threads, has announced the rollout of several new features designed to enhance the experience for creators and businesses, particularly in building followings and connecting with audiences.
The most prominent addition is a new analytics platform called Insights, which provides detailed information on the demographics and engagement patterns of an account’s audience. This feature offers a breakdown of traffic by age, gender, and location, and allows users to distinguish between interactions from followers and non-followers, aiding in conversion analysis.
Meta has been testing the Insights feature for several days, and it has already shown its utility, especially for users with large followings, such as brands, creators, and power users. The platform aims to give users a closer look at who is engaging with their content, which could be particularly beneficial for those focused on audience growth and engagement strategies.
In addition to Insights, Threads has introduced the ability to store multiple drafts. Previously, users were limited to a single draft, as any new draft would overwrite the existing one. The new feature allows up to 100 drafts per account, offering greater flexibility for users who need to manage multiple posts simultaneously. Meta first began testing the drafts feature in February, with a full rollout following in March.
Another feature added to Threads is the ability to rearrange pinned columns on the desktop client. This feature is part of the multi-column view introduced in May, which lets users pin various sections such as searches, liked posts, activity, saved posts, profile pages, and Insights. Now, users can drag and drop these columns to reorganize them according to their preferences, although the “For You” column remains fixed as the first column on the left side.
This reorganization feature is currently only available on the desktop version of Threads and is also applicable to the Insights page.
While Meta is also working on a post-scheduling feature, it is not yet available. The introduction of these new features coincides with the first anniversary of Threads launching its web version in August 2023.
Threads has seen significant growth, recently surpassing 200 million monthly active users, just over a year after its initial launch. Meta CEO Mark Zuckerberg has expressed ambitious goals for the platform, aiming to expand its user base to one billion. During a recent earnings call, Zuckerberg emphasized the scale of this opportunity, noting that there are few chances to grow a billion-person app.
These developments come as Threads continues to position itself as a significant player in the social media landscape, competing with platforms like X (formerly Twitter), which had over 600 million monthly users as of May. Another competitor, the decentralized social network Bluesky, reached 5 million users in February.
Featured Image courtesy of Justin Sullivan/Getty Images
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