Meta’s Threads, a microblogging platform vying for dominance in the post-Twitter landscape, is actively incorporating features reminiscent of its competitor, Bluesky. The latest addition to Threads is curated lists, collections of accounts centered around specific themes, allowing users to follow multiple related accounts simultaneously. This feature mirrors Bluesky’s popular “starter packs,” which similarly provide convenient bundles of accounts within a given interest area. This move underscores the ongoing rivalry between the two platforms and highlights Threads’ strategy of adopting and adapting successful features from its competitors.
Instagram head Adam Mosseri announced the commencement of testing for this new feature, stating that these curated collections will be accessible during the Threads signup process and within the “For You” feed. Initially, a select group of “Threads community leaders” crafted these collections, covering topics such as basketball, style and fashion, food, books, and pop culture. This initial curated approach allows Meta to test the feature’s efficacy and gather user feedback before a wider rollout. Meta spokesperson Alec Booker confirmed these details and emphasized the iterative nature of the feature’s development, highlighting the company’s intent to expand the functionality based on the learnings from this initial testing phase.
This recent introduction of curated lists exemplifies Meta’s accelerated pace of feature updates for Threads, especially following the surge in popularity experienced by Bluesky. The timing of these updates suggests a reactive strategy, with Threads seemingly responding to Bluesky’s innovative features by incorporating similar functionalities into its platform. A prime example is the introduction of custom feeds in Threads, which followed just five days after the feature’s announcement and testing phase on Bluesky, illustrating Meta’s agility and responsiveness to competitive pressures.
This rapid feature parity strategy, while perhaps reactive, underscores Meta’s commitment to remaining competitive in the rapidly evolving social media landscape. While some might argue that it lacks originality, this approach allows Threads to quickly address user demands and offer a comparable user experience to its competitors. By incorporating features that users have already demonstrated an affinity for, Threads aims to attract and retain users who might otherwise gravitate toward alternative platforms like Bluesky.
The ongoing battle between Threads and Bluesky represents a fascinating case study in the dynamics of platform competition. While Bluesky, with its decentralized and federated approach, has been touted as the true successor to Twitter, Threads benefits from the significantly larger user base inherited from its parent company, Meta. Threads boasted 35 million sign-ups in November, showcasing the advantage of tapping into an existing network. However, this initial surge in user growth doesn’t necessarily guarantee long-term success. Bluesky’s user base, while significantly smaller, has also witnessed steady growth, surpassing 25 million users, a notable increase of five million users in just under a month.
The rivalry between Threads and Bluesky underscores the ongoing evolution of online social interaction. While the future remains uncertain, the competition between these two platforms promises to drive innovation and offer users a wider array of choices. The adoption of similar features, such as curated lists, highlights the ongoing interplay and cross-pollination of ideas in the social media sphere. Ultimately, the success of each platform will depend on its ability to cultivate a thriving community and offer unique value propositions to its users. The race for dominance in the post-Twitter era continues, and both Threads and Bluesky are vying for the coveted position of the preferred microblogging platform.
