Karissa is a senior reporter at Engadget, covering Meta, Twitter, TikTok, Snap and all things social media. Her interests include tech policy, internet culture, and all the ways our online activities shape our IRL selves.
If you're active on Threads , you've probably noticed that posts with links don't do very well with the app's recommendation algorithm. This is especially noticeable if you're a publisher, creator or, yes, a journalist who depends on social media to share your work.
confirmed that "we don’t place much value" on links, though the company doesn't intentionally downrank them. That may be starting to change, though. As Meta has made winning over creators a bigger priority for Threads, the company is now taking steps to make links aTo start, the app will now allow users to add up to five links to their Threads bios. More importantly, Threads posts with links will now be surfaced more often in the app's recommendations. And Meta is adding link-specific insights to its built-in tool so creators can track how often people are interacting with the content they share. "We want Threads to be a place that helps you grow your reach – even outside of Threads," Meta notes in a blog post.While that will be welcome news for anyone hoping to turn their Threads account into a reliable traffic source, it's unclear just how dramatic of a shift users should expect. The app's algorithm is still, even for power users. And Threads' emphasis on recommended posts means that even users with large numbers of followers tend to get more interactions from non-followers. Publishers have also reported mixed results when it comes to Threads. Last year, several publishers reported that Bluesky, despite being far smaller than Threads or X, was a far more reliable
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