Meta's Threads are rolling out their own version of Bluesky's "Starter Packs," as the competition among social media platforms heats up. This new feature aims to simplify the onboarding process for new users by providing curated lists of recommended accounts centered around popular topics, making it easier for newcomers to quickly populate their feeds.
Instagram's head, Adam Mosseri, announced the test of this new feature, emphasizing Threads' goal to help users find relevant profiles more seamlessly. The suggested collections will spotlight various themes—ranging from pop culture and recipes to basketball and fashion—allowing users to connect with others who share similar interests right from the start.
This move follows recent reports indicating Threads was lagging behind Bluesky, which has recently gained immense traction with users following the U.S. presidential election Social media trends have been changing, and Bluesky has seen its user base skyrocket, surpassing 20 million users and nearing 25 million. The pressure is on Meta as they must innovate or risk losing their audience to competing platforms.
Previously, Threads had been using existing Instagram connections to guide new users on whom to follow, but with the introduction of Starter Packs, users are not only linked to their existing followers but are also actively shown curated accounts to engage with immediately. This repackaging appears to be Meta's strategy to retain current users and attract new ones who might be swayed by Bluesky's growing community.
Feature updates have been frequent as Meta continues to adapt and incorporate user feedback. Threads recently introduced the capability for users to create custom feeds on specific topics or profiles, demonstrating their commitment to enhancing user experience. The company is shoring up its platform by tackling pain points highlighted by current users, such as wanting their "For You" feed to reflect accounts they already follow without excessive content from unfamiliar sources.
This competitive climate arises within the larger backdrop of social media evolution. Platforms are experiencing shifts as users seek alternatives following changes at Twitter—now known as X—under Elon Musk. Bluesky’s rise is seen not just as user growth but as indicative of user dissatisfaction elsewhere, particularly among those driven by political discussions and the social media management thereof.
Meta has clearly recognized the urgency of responding to competitors like Bluesky who are attracting users who feel their needs aren’t being met elsewhere. By implementing features like Starter Packs, custom feeds, and onboarding improvements, Threads aims to cultivate user loyalty and establish its space among the more traditional platforms.
Interestingly, the naming conventions between the two platforms show some rivalry. While Bluesky has marked its territory with the term "Starter Packs," Threads has chosen not to label its similar feature explicitly, likely reflecting both platforms' desire to differentiate themselves, even as they mirror each other’s functionalities.
The underlying question is whether these updates can effectively sway users back to Threads as the platform remains dominant with hefty signups against Bluesky’s increasing but smaller user base. Although Threads boasts around 35 million users, i.e., more than 10 million over Bluesky, the latter is showing signs of potential growth against the overly established competition.
Unquestionably, social media behavior will continue to evolve, and as platforms adapt to the needs of their users, strategies like the introduction of customized content collections will play pivotal roles. While some users may adopt Bluesky for its novel features and appeal, Meta's consistent updates showcase its flexibility, potentially appealing to users seeking reliability over innovation.
Looking forward, the parameters of what makes social media engaging will likely keep shifting, raising concerns about the sustainability of fresh content delivery and user connection. Regardless of the outcomes or competition, Meta's Threads exemplifies how technology platforms continuously pivot to create versatile environments for users.
With the introduction of curated profiles for specific subjects, Threads isn’t just playing catch-up but signaling to users it’s actively listening to feedback. While it's too early to determine how these changes will affect user retention and acquisition, one thing is clear: competition breeds innovation, and users benefit from these developments.
