The new additions range from options that the average Threads user might appreciate to content management tools that seem more directly aimed at brands. Threads, which just turned one year since its official launch on July 5, 2023, now has more than 175 million monthly active users, including a number of celebrities and brand accounts.
In my opinion, the most useful new feature is the ability to save multiple posts as drafts. Currently, Threads only allows one draft – you either have to post it or replace it. With the update, users will be able to save up to 100 drafts.
Users will also have new ways to customize their Threads homepage by rearranging pinned columns. Columns were part of an earlier update to the desktop site that gave Threads a TweetDeck-like look, allowing users to keep an eye on multiple feeds. Now, users will be able to move columns around based on what they want to see most prominently.
Other features announced today are likely to be more useful to marketers who manage brand accounts. A new Insights page, for example, offers breakdowns of account data like follower demographics, engagements, and “views” — a metric instagram has been pushing as the primary way to understand content performance. Some Threads users I got early access This week, Meta announced that it will soon be possible to schedule posts to threads in advance. The new features will be rolled out first on the web, with mobile versions being “explored” later.
Though Threads has seen rapid growth since its launch last year, the platform is still struggling to capture the same relevance that x amassed. In some cases, the people running the platform have deliberately tried to distance themselves from what twitter was; instagram boss Adam Mosseri said early on that Threads wouldn’t prioritize news or recommend political content — the very topics that made x useful in the first place. Reports suggest that Meta is planning to introduce ads to Threads sometime next year, which explains the influx of brand-friendly tools like analytics and scheduling. The hope is that when companies and celebrities have finally grown tired of x, they’ll flock to Threads.
