Threads Introduces 'Interests' to Connect Users with Engaging Discussions

Meta's social media platform, Threads, is stepping up its game by testing a new feature that allows users to add ‘interests’ to their profiles. This feature is not just a way to showcase what users like but is also designed to help them connect with relevant discussions happening across the platform. With Threads positioning itself as a strong rival to X (formerly Twitter), this addition aims to enhance user engagement and foster community-driven conversations.

How the Interests Feature Works

Instead of merely serving as a label for profile visitors, the new ‘interests’ section on Threads will direct users to real-time discussions about those topics. For instance, if a user adds “technology” as an interest, they will be able to quickly discover and join discussions about AI, smartphones, or software development—even if they don’t already follow users who frequently post about these topics.

Meta believes this feature will enhance the user experience by helping people navigate discussions more effectively. Many social media users struggle with finding communities or conversations that match their interests. This addition aims to bridge that gap and make Threads a more interactive and engaging space.

A Smart Move to Challenge X and Bluesky

One of the main reasons Threads is testing this feature is to offer a more personalized and content-driven experience, something that X and other emerging social media platforms like Bluesky have been focusing on. With Bluesky gaining traction due to its decentralized model, Threads is finding ways to differentiate itself by leveraging Meta’s powerful recommendation algorithms.

In addition to Interests, Threads has already introduced custom feeds, allowing users to create topic-based feeds or follow curated content tailored to their preferences. Now, with the introduction of Interests, Threads is building a more intelligent content discovery system that will ensure users see and engage with topics they actually care about.

Benefits of Threads' Interests Feature

1. Easier Discovery of Relevant Content

   • Users no longer need to spend time searching for interesting discussions manually.

   • Threads' algorithm will suggest active discussions based on selected interests.

2. Enhanced Engagement for Newcomers

   • Finding the right content is a challenge for new users on any social media platform.

   • By adding Interests, newcomers can quickly integrate into active communities.

3. More Personalized Feeds

   • Unlike a generic feed filled with random posts, Interests will fine-tune the Threads experience.

   • Users can engage with discussions that match their personal tastes.

4. Competitive Edge Against X and Bluesky

   • X relies on users following the right people to get relevant content, whereas Threads is building an algorithm-driven discovery experience.

   • Bluesky allows for custom feeds, but Threads is now offering a more user-friendly alternative.

Meta’s Take on the Update

A Meta spokesperson confirmed that the Interests feature is currently in testing. The company mentioned that it is available on mobile only for now, but further updates are expected soon. This test comes alongside other user engagement strategies, including a revamped algorithm for trending topics and improved thread categorization.

How Interests Complement Custom Feeds

Threads recently introduced custom feeds, enabling users to create and share feeds around specific topics. The Interests feature will work in tandem with these feeds, making Threads a powerful tool for content discovery.

For example:

• If you have an Interest in “sports”, Threads might recommend trending conversations about the latest football match.

• If your Interest is in “technology”, you could be directed to discussions on the latest AI advancements or smartphone launches.

Together, custom feeds and Interests create a highly tailored user experience, ensuring that users always have something relevant to engage with.

How Threads is Positioning Itself in the Social Media Space

With over 130 million users since its launch, Threads has been growing steadily. However, keeping users engaged remains a challenge. By introducing smart content discovery features, Threads is focusing on retention and interaction, ensuring that users don’t just sign up but stay active on the platform.

The addition of Interests aligns with Meta’s broader vision of making Threads a “public conversation” hub. Unlike Instagram, which is more visual and entertainment-driven, Threads is aiming to be the go-to platform for real-time discussions and meaningful exchanges.

As the Interests feature is still in testing, Meta has not provided a public release date. However, if it proves successful, we can expect a global rollout in the coming months. Given Meta’s history with algorithm-driven content curation, the Interests feature could evolve into a more advanced system, possibly integrating AI-driven suggestions, trending discussion highlights, and personalized notifications.