Meta Expands Threads API with New Interactive Features

Meta has announced significant updates to its Threads API, enhancing how third-party tools can interact with the platform. These updates aim to improve functionality for businesses and marketers integrating Threads into their social media strategies.

The Threads API, initially launched in June, allowed third-party tools to schedule posts and retrieve data. A subsequent update in July added website integration capabilities. Now, the latest enhancements provide additional options for engagement and analytics.

According to Meta, users can now reply to, repost, and quote public posts directly through third-party publishing tools when surfaced via keyword or mention-based searches. This functionality simplifies active participation in conversations on Threads without needing to switch between tools.

Another key addition is improved keyword search capabilities. The API now supports retrieving the latest results from specific keyword queries, which could prove valuable for research, trend analysis, and campaign monitoring.

The analytics capabilities have also been expanded. In addition to existing metrics such as views, likes, replies, and reposts, Meta has added the ability to track shares — the number of times a post is shared outside the Threads app.

These updates offer marketers more efficient ways to manage Threads through their preferred social media management platforms. However, the adoption of these new features depends on how quickly third-party developers integrate them into their tools.