Threads Tests ‘Following’ Feed Default to Compete with Bluesky

Meta is testing a significant change on its Threads app, allowing users to make the “Following” feed their default view, rather than the AI-generated “For You” stream. This move comes as part of Meta’s strategy to better compete with emerging platforms like Bluesky, which already offer a default “Following” feed.

The “Following” feed displays only updates from users that individuals have chosen to follow, offering a more curated experience. In contrast, the “For You” feed relies on AI to suggest content, potentially showing posts from accounts users don’t follow but may find interesting. While the “For You” feed has been instrumental in boosting engagement on Facebook and Instagram, Meta is now testing whether offering the “Following” feed as a default will improve the user experience, especially in a real-time social environment.

Meta has seen substantial engagement growth on its other platforms by pushing algorithm-driven recommendations, with around 50% of Instagram’s feed now comprised of AI-suggested content – meaning that sticking to the AI-generated feed is likely far more profitable. However, by allowing users to select the “Following” feed, Meta may help users build more genuine connections and grow their audience by focusing on the profiles they choose to follow.

This is a risky move for Meta, since it means that fewer users will engage with the “For You” stream of content if they have the option to choose a more account-specific feed. However, it could also encourage greater engagement among creators, who may find it easier to reach their followers directly.