9 Things You Need to Know About the Threads Algorithm

Threads might look a bit like Twitter and feel like Instagram, but the fledgling social media platform is a bit of both — and neither.

Threads has been positively flying since it first burst onto app stores in 2023. In just a few years, the Meta-owned app amassed 141.5 million daily active users, with many serious superfans in its ranks (several of the Buffer team among them!).

And those superfans will be quick to tell you that social media strategies for Instagram and Twitter/X aren’t plug-and-play for Threads.

The Threads algorithm is all its own, and — if you’re serious about building an audience on Threads — it’s well worth getting familiar with how it works.

Which is where this guide comes in.

The Threads team shared some details on the Threads Feed AI system on the Meta transparency site, and it includes some helpful insights about how to grow your following on Threads right now.

The team is adding new Threads features regularly, so the algorithm will likely evolve as the platform grows.

We’ll keep you updated as things change.

Key takeaways

AI-driven discovery: Threads uses an AI ranking system for the For You feed, while the Following feed remains strictly chronological.
Three-step ranking: The system gathers content inventory, analyzes engagement signals, and ranks posts based on predicted value to the user.
Instagram link: Interactions on Instagram, such as viewing a profile, directly influence the content recommended on Threads.
Interoperability: Threads has integrated with the fediverse, allowing users on other platforms like Mastodon to follow Threads accounts.
Value over hacks: The algorithm prioritizes content that provides genuine value, such as education, problem-solving, or entertainment, over engagement-baiting.

Here’s a round-up of everything we know about how the Threads algorithm works, along with a few predictions for the future.

1. Threads’ feed is ranked by an AI system

Here’s something interesting: Threads’ latest update on their ranking system doesn’t mention the word ‘algorithm’ at all. Instead, they call it an artificial intelligence (AI) system.

“The content that you see on your Threads feed is selected, ranked, and delivered to you by an artificial intelligence (AI) system,” the company says. “Within one AI system, multiple machine learning models work together to deliver your experience.”

While this might feel new, it’s actually similar to how most social networks work. Most social networks use this kind of reactive machine learning AI to shape their feeds (although Threads is the first to scrap the word algorithm in favor of AI — likely thanks to the fact that most users will better understand the term after the AI boom in 2023).

2. Threads’ AI system only impacts the For You feed

After launching with a simple For You feed — a curated feed of the content that the algorithm predicts a user will enjoy — early adopters clamored for a Following feed, where they would only see content from accounts they already follow. Threads added this feature shortly after.

A Threads post by Mark Zuckerberg referencing updates to the Threads algorithm.

The setup is similar to TikTok’s For You Page (FYP) and Following feeds — you can switch between them with a tap at the top of the app.

On the Threads app, users can switch between the two feeds by tapping the Threads logo at the top of the app or the home button at the bottom of the app, then the For You or Following tabs that appear just beneath it. On the web version of Threads, there’s a For You/Following toggle button on the bottom right.

Interestingly, the Following feed isn’t dictated by the algorithm at all — it looks like the company has returned to a good old-fashioned chronological feed in this case.

“Your Following feed shows you posts from profiles you follow, displayed in reverse chronological order. For you shows you posts from profiles you follow, plus others we think you’ll enjoy based on your likes, replies, and reposts,” the company says.

So the information in this article focuses on the For You feed, which is where you’ll want your content to appear if you’re looking to grow your audience on Threads.

💡 Pro tip: You can set up a default feed (e.g., default to Following or a custom feed when opening the app) rather than always landing on For You.

3. Ranking happens in 3 steps

There are three actions that happen at lightning speed before any content appears in users’ feeds at all. Here’s how Threads breaks that process down:

Gather inventory (content): The system gathers a portion of the public content available on Threads and all the content posted by accounts that you follow, which may include text posts, photos, and videos that follow our quality and integrity rules.
Leverage signals (engagement): Next, the AI system considers a variety of input signals about the content. These signals might include how you’ve engaged with similar accounts, content, or your interests.
Rank content: Finally, the system ranks content from the previous step. Content that the system predicts will provide more value for you is shown higher in your feed. This helps the system make content recommendations that more closely match your preferences.

This behind-the-scenes process might seem beyond your control as a brand or content creator on Threads. But there are some helpful clues in this system about giving your content the best possible chance of success.

First, it is crucial to ensure your posts are included in “the portion” of content the Threads algorithm gathers in step one. Second (and relatively standard practice for social media platforms) is the weight placed on engagement when it comes to ranking. The third — and perhaps most important — is the mention of value in the final step. I’ll unpack all of these below.

Flouting the rules is the surest way to remain stagnant on Threads — and might even mean being banned. As you’ll notice in the process above, only “text posts, photos, and videos that follow our quality and integrity rules” are analyzed according to the various ranking signals (below).

According to Threads’ Terms of Use, content on the platform must abide by the Instagram Community Guidelines, which they summarize as:

“We want Instagram to continue to be an authentic and safe place for inspiration and expression. Help us foster this community. Post only your own photos and videos, and always follow the law. Respect everyone on Instagram; don’t spam people or post nudity.”

It’s also worth ensuring your content aligns with another set of rules: Instagram’s Recommendation Guidelines. While content that goes against these guidelines is still technically allowed in the platform, it’s excluded from Instagram-recommended feeds like the Explore Page or the Instagram Reels Feed. It’s very likely this impacts Threads’ For You Feed, too.

That means avoiding anything that:

depicts/discusses self-harm, suicide, eating disorders, or violence
is sexually explicit or suggestive
promotes the use of certain regulated products, like tobacco

5. The signals that shape users’ feeds

In their explainer, the social network breaks down several of the algorithm’s predictions, along with the signals that influence each one. I love their way of framing this because it highlights that even the tiniest of actions on your content can have an impact beyond just likes, comments, and reposts.