Meta’s Threads app is once again evolving as the company experiments with a new feature that could shift the way users interact with the platform. CEO Mark Zuckerberg recently announced that Threads will begin testing an option allowing users to set their “Following” feed as the default. This decision is noteworthy, as it represents a shift away from the app’s current emphasis on the “For You” feed—driven largely by AI recommendations.
This change comes amid increased competition in the social media space, particularly with the rise of Bluesky, a new app that focuses on user-driven content over algorithmically recommended posts. Meta’s decision to experiment with the “Following” feed reflects its attempt to adapt to shifting user expectations and concerns about algorithmic content dominance.
The Debate Between Recommended and Followed Content
The primary question driving this update is whether users truly benefit from algorithmically curated content or whether they would prefer a more traditional feed that showcases updates exclusively from the accounts they follow.
- AI-Driven Feeds: For Meta, the engagement benefits of AI-based recommendations are clear. Both Facebook and Instagram have seen considerable growth in user engagement as a result of recommended posts filling up users’ feeds. On Instagram, nearly 50% of the main feed now consists of content that is not directly followed but is recommended based on user behavior. Meta has become increasingly reliant on these algorithms to keep users engaged by showing them content they may not have actively sought out but which the system believes they will enjoy.
- Following Feeds: On the other hand, platforms like Bluesky and X have opted to allow users to select a “Following” feed as the default, which limits exposure to only those accounts the user has decided to engage with directly. This allows for a more streamlined experience, where users are in control of the content they consume rather than having to sift through AI-recommended content.
Meta’s test aims to determine whether a return to the “Following” model could provide a better user experience or if users would still prefer the curated nature of the “For You” feed. With AI recommendations gaining ground, particularly in Meta’s ecosystem, this test could significantly impact how the platform grows in the coming months.
Potential Impact on Engagement and User Experience
The test of setting the “Following” feed as default could have mixed results in terms of user behavior and app engagement. There are several key factors to consider:
- Control Over Content
By defaulting to the “Following” feed, users regain control over the content they see. This shift would enable them to receive updates exclusively from accounts they follow, rather than being bombarded with recommended posts. This level of control might appeal to users who feel overwhelmed by the flood of AI-curated content and who prefer a more personalized experience with only relevant updates. - Algorithmic Recommendations Still Hold Power
Even if users opt for the “Following” feed, Meta has not abandoned its reliance on AI recommendations entirely. Recently, Threads announced a “rebalancing” of its feed ranking algorithm to prioritize content from people users already follow. This move was designed to help users grow their audience on the platform, but it also suggests that AI will still play a significant role in guiding what content surfaces. This blending of algorithmic recommendations with the “Following” feed could make the experience feel like a hybrid approach where user control is balanced with algorithmic assistance. - User Growth and Following
Another significant implication of this change is its potential to boost user followings. By enabling the “Following” feed as a default, Meta may encourage users to follow more accounts, as they would see the benefits of a curated feed based solely on their chosen connections. This could increase the size of user networks and the visibility of creators who may not rely on AI-driven content for discovery. - App Engagement and Time Spent
The most significant concern for Meta is the potential decrease in user engagement. If users stop encountering AI-recommended content and switch to the “Following” feed, it could lead to a decline in overall time spent on the app. AI recommendations are designed to keep users scrolling by continuously introducing them to new content. Without this push, users might engage with only a select few accounts, which could reduce overall platform activity.
Meta’s Response to Competitors
The decision to test a “Following” feed is a clear indication that Meta is reacting to the growing popularity of apps like Bluesky. The rise of Bluesky has brought attention to the desire for user-centric content feeds, where the focus is on following specific accounts rather than engaging with an endless stream of algorithm-driven recommendations. Meta appears to be addressing these concerns, with the new feed option catering to users who prefer a more curated experience that is based on relationships rather than algorithms.
- Competition with Bluesky: The increasing popularity of Bluesky presents a direct challenge to Meta’s dominance in the social media space. By providing a “Following” feed option, Meta aims to offer a similar experience to what Bluesky users are enjoying—control over what content is seen. In a highly competitive social media landscape, retaining and attracting users is crucial, and Meta’s move may help them compete against this rising threat.
- Adapting to User Preferences: Meta’s willingness to test a more traditional feed structure reflects its adaptability and responsiveness to user feedback. The shift to a “Following” feed shows that Meta is taking note of user preferences for more streamlined, less cluttered content consumption. It also aligns with the increasing desire for social media platforms to put users in control of their feeds rather than leaving them at the mercy of algorithmic recommendations.
Will the ‘Following’ Feed Become the New Norm?
The ongoing test in Threads raises critical questions about the future of user engagement on Meta’s platforms. If users embrace the “Following” feed as the default, Meta may need to rethink its approach to content recommendation. For now, the ability to toggle between different feed options offers users greater flexibility and could result in more meaningful engagement for creators, businesses, and users alike.
Threads is not the only platform wrestling with the balance between algorithmic recommendations and user control. As other social platforms evolve to meet changing user expectations, it’s likely that Meta will continue to experiment with different feed structures. The success or failure of the “Following” feed test will provide valuable insights into the future of social media content discovery and user engagement.
