In a significant move to enhance its global appeal, Instagram’s Threads has expanded its keyword search feature to all markets, making the app more accessible to a diverse, international audience. Initially tested in English-speaking markets, including Australia and New Zealand, the feature has now been rolled out across all languages, according to a statement from Instagram head Adam Mosseri.
Threads, boasting nearly 100 million monthly users, has become a key player in the social media landscape. Recent reports suggest that the app is on the verge of launching in the European Union, with expectations of a debut as early as next month. This move aligns with the app’s strategy to cater to a wider audience and is seen as a crucial step in serving the EU market, known for its linguistic diversity.
The Threads team has been responsive to user feedback, introducing various features in the months following its launch. Notable additions include a chronological following feed, a web app, the ability to view likes, polls, GIFs, hashtag support, an edit button, and profile switching. The company has also promised a developer API and plans to integrate with ActivityPub, a decentralized social networking protocol.
Despite its growth, Threads has not embraced one central feature prominent in its competitors, namely Trending Topics. The app’s algorithmic feed often features days-old posts, positioning Threads as a less real-time platform. Mosseri has explicitly stated the company’s intent not to amplify news, differentiating it from platforms focused on breaking news.
Threads continues to implement content moderation measures by blocking terms like “long covid” in search results. Users searching for such terms are directed to the CDC’s website for accurate and up-to-date information. This responsible approach aligns with the app’s commitment to providing reliable information while avoiding the amplification of potentially sensitive topics.
With nearly 100 million monthly users, Threads remains smaller than some of its competitors, such as X, which boasts nearly 550 million monthly active users. However, the influx of former X users joining Threads may influence the app’s direction and contribute to its continued growth. Meta CEO Mark Zuckerberg remains optimistic about Threads, stating that it could become Meta’s next billion-person app in the coming years.
As Threads expands its global reach and prepares for a potential EU launch, the company remains committed to continuous improvement. Mosseri has hinted at more improvements to the search feature, keeping users engaged and satisfied. The dynamic nature of the social media landscape, coupled with Threads’ unique features and user-centric approach, positions the app for further success in the competitive market.
Threads’ strategic expansion, user-centric features, and responsible content moderation highlight its commitment to providing a distinct social media experience. As the app continues to evolve, it will be interesting to observe its growth trajectory and impact on the global social media landscape.