Meta's Threads Introduces Swipe Feature to Personalize User Experience

Meta's Threads platform has launched a new feature allowing users to swipe left or right to indicate their interest in posts. This update, announced by Instagram head Adam Mosseri, aims to enhance user engagement by letting users directly influence the algorithm.

Users can swipe right on a post to like it or swipe left to show disinterest. These signals will be used by the platform to display more of the content users enjoy and less of what they don't. This gesture is similar to those used in dating apps like Tinder.

The new feature is designed to personalize users' 'For You' feeds more effectively. By using these swipe signals, Threads aims to increase user engagement and the time users spend on the app. This approach differs from X (formerly Twitter), which relies on a traditional social media algorithm, and Bluesky, which offers a 'choose your own algorithm' model.

This update has broader implications for the social media environment, as it could influence how users interact with online content and shape the algorithm-driven feeds that dominate online discourse. The success of this feature could also have significant consequences for Meta's competitors, as they may need to adapt their own algorithms to keep pace with user preferences.

Adam Mosseri explained, 'We'll use those signals to show you more posts like the ones you swipe right on and fewer of those you swipe left on. I hope this helps you find more posts that you're interested in.' This feature is now available to all users.

Threads currently has over 150 million monthly active users, compared to X's 600 million monthly active users. The platform is also outpacing Bluesky's 5.7 million users and Mastodon's 7.2 million users. This new feature could help Threads close the gap with its larger competitors by offering a more personalized user experience.

The swipe data collected by Threads could also be used to determine popular posts versus those that are largely downvoted by the community. This information will help improve the app's 'For You' algorithm over time.

In addition to this update, Meta is testing a new type of non-skippable ad in the Instagram feed, called an 'ad break,' which forces users to sit through an ad before continuing to scroll. This strategy is similar to YouTube's approach.

By introducing the swipe feature, Meta's Threads platform aims to enhance user experience and provide more personalized content. The effectiveness of this feature will depend on the platform's ability to accurately respond to user preferences.

Key Takeaways

• Meta's Threads platform introduces swipe feature to customize "For You" feed.
• Users can swipe right to like or left to show disinterest in posts.
• Swipe signals will influence the algorithm to display more liked content.
• This feature aims to increase user engagement and time spent on the app.
• Success of this feature may influence competitors to adapt their algorithms.