Dark social has significant implications for marketers, brands, and creators, as it represents a substantial portion of social traffic, often accounting for the most valuable interactions, such as product purchases and link clicks. Here’s what you need to know about it. 9 Things You Need to Know About the Threads Algorithm (According to The Threads Team)

We’re finally getting a peek behind the curtain of Threads’ algorithm. And while there are plenty of things that shouldn’t surprise you — especially if you’re familiar with how the Instagram algorithm works — there are some new and innovative ways Meta is creating a unique experience for users.

The Threads team quietly published this guide on the Threads Feed AI system on the Meta transparency site, which offers some interesting titbits about how to grow your following on Threads right now.

That said, even after the new app’s record-breaking launch in July 2023 and meteoric rise to more than 130 million monthly active users, it’s still early days for the social network. On top of that, the team is shipping new Threads features at an impressive pace — so expect the algorithm to evolve as the social media platform shifts and grows.

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

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Coming soon: Buffer X Threads. The ability to publish to Threads with Buffer is one of our most requested features to date. We’re working on it! We expect the API (the code we need to plug Threads into Buffer) to be shared with us in the coming weeks. Follow along with our transparent roadmap for progress.

1. Threads’ feed is ranked by an AI system

What’s fascinating about Thread’s latest update on their ranking system is that they don’t explicitly 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 like something new and a little intimidating, it’s not really. 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 was happy to oblige.

9 Things You Need to Know About the Threads Algorithm (According to The Threads Team)

Right now, the experience feels similar to TikTok’s FYP or For You Page and Following feeds, which you can easily flip between right 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.

“You can click the Threads logo on your home screen and then click Following to see content only from accounts that you follow, in reverse chronological order,” the company says. “When you select this option, you won't see recommended content.”

As such, the information in this article applies to the For You feed — which is where you want your content to appear if you’re looking to grow your audience on Threads.

3. Ranking is a 3-step process

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 I’d argue that there are some important 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.

3. Instagram’s Community Guidelines apply

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

4. The signals that shape users’ feeds

Much like other social networks, there are a host of signals that affect what content appears in Threads’ users’ feeds and in what order.

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.