Threads has seen usage soar on Taiwan’s social media scene recently. As more people use it, more and more influencers and brands are moving their community-building efforts there. Whether you are a user or a brand, you need to understand how to get traffic on Threads.
2025 Threads update: Threads ads enter testing
Update, 28 April 2025:
Threads ads are being rolled out gradually and are currently expected to be fully available to all ad accounts from 19 May 2025.
For a full guide to Threads ad placements, image and copy assets and setup, see our separate tutorial.
In early 2025, Meta officially announced:
A small group of advertisers will test ads on Threads, helping campaigns achieve more by reaching the growing Threads community. Businesses can extend their existing Meta ad campaigns to Threads by ticking a box in Ads Manager, with no need for custom creative or extra resources. This helps businesses reach more people in more places across Meta’s family of apps and improves the results advertisers can achieve.
During the initial test, Threads feed ads will appear between posts in the Threads home feed and will be shown to a small number of users.
November 2024 Threads update: more posts from accounts you follow, and Threads ads on the way
According to a recent post by Adam Mosseri, head of Threads, the algorithm will show fewer posts from unfamiliar accounts and recommend more posts from accounts users already follow. This will strengthen the connection between Threads creators and their followers and increase the influence of their content. Insiders have also said that Threads will launch an ad service in early 2025. In short, the current updates to both the Threads algorithm and ads are designed to show users content that better matches their needs.
The three steps of the Threads algorithm
Every social platform is constantly trying to optimise the user experience so it can operate for the long term and turn traffic into revenue. Threads is no exception. It uses an AI system to predict which content users are most likely to be interested in or interact with, and automatically decides what to show in the feed and in what order. These predictions are based on many factors, including accounts and content the user has previously followed, liked or interacted with. The Threads algorithm works in three steps:
1. Gather feed content
The system gathers some public content on Threads, plus all content posted by accounts you follow. This may include text posts, photos and videos that meet Threads’ quality and integrity rules.
2. Use signals
Next, the AI system considers a range of signals related to the content. These may include how you have interacted with similar accounts, content or interests.
3. Rank content
Finally, the system ranks the content from the previous step. Content the system predicts will be more valuable to you is shown first in your feed. This helps the system make content recommendations that better match users’ preferences.
How AI delivers content to users
To optimise the user experience, Threads wants users to see content they like and are interested in. It has therefore built AI prediction models to help predict the content that is most relevant and valuable to each user. These models use input signals to help choose the content users are most likely to interact with. Threads lets its AI system use the following data as reference:
1. Whether the user will like a post:
- Number of posts viewed in the feed
- Number of posts liked
- Number of times the user has tapped to like this author’s posts in the feed
- Number of this author’s posts the user has viewed and liked in the feed
2. How likely the user is to view replies to a post:
- Number of times others have replied to the post
- How many replies have been viewed
- Number of likes on this author’s posts
- Time spent active on Threads
3. How likely the user is to follow the post’s author
- Number of posts viewed
- Time spent active on Threads
- Which accounts the user has recently followed
- Whether the post contains content that violates the Community Guidelines
- Number of times the user has viewed the author’s profile on Instagram
4. How likely the user is to tap the post author’s profile
- Number of times the author’s profile has been tapped
- Tap-through rate of the post author’s profile
- Whether the post contains content that violates the Community Guidelines
- Number of times you have viewed the author’s profile on Instagram
- Total number of taps the user has made on the author’s profile
5. How likely the user is to scroll past a post rather than interact with it
- Time spent viewing a post
- Number of likes on this author’s posts
- Number of times the post has been viewed on Threads
How Threads users can customise their feed
As well as using AI to decide what content to show users, Threads gives users options to control or customise what they see. Below is how users can personalise their feed with Threads’ features.
1. Unfollow
To stop seeing content from a particular account, you can unfollow it.
2. Share
Send a post to a chat, add it to your story, or share it to other apps or websites.
3. Mute
If you do not want to see content from certain accounts but cannot unfollow them, you can mute them.
4. Hide
If you tap “Hide” in a post’s menu, you will not see that post in your feed again. This also helps limit similar content appearing in your feed.
5. Report
If you see content that you believe violates the Community Guidelines, or a post you think is spam or false information, you can report it. The system will try to show less content similar to what you reported.
6. See only content from accounts you follow
Users can tap the Threads icon on their home screen and then tap “Following” to see only content from accounts they follow, in reverse chronological order. With this option selected, you will not see content from accounts you do not follow, including algorithmic recommendations.
Conclusion
If your brand is looking for new ways to grow on social media but finds short-form video hard to produce, consider building a presence on Threads. As a fast-rising social platform in Taiwan, Threads can be run mainly with text, reducing the need for design work. Threads has been opening up ads gradually since 2025, but there is still room to grow organic reach, so make good use of how the algorithm works and your creative writing to build strong content.
If you want to ride this wave of data, get in touch.
