Instagram's Threads app is stepping up its game by rolling out a keyword search feature accessible in all linguistic markets. Initially, the feature underwent testing phases in English-speaking territories such as Australia and New Zealand in August, followed by a subsequent extension to the majority of English and Spanish-speaking countries - including the United States in September. Adam Mosseri, the head of Instagram, has announced that the keyword search will now cater to a multilingual audience, available in every language supported by the app.
This strategic move aims to make Threads more appealing and functional to its vast global user base. Nearly 100 million users engage with the app monthly, and expanding its search capabilities is anticipated to enhance the overall user experience significantly.
In light of recent developments, Threads is also preparing for its European Union debut. The potential EU launch could be as soon as the upcoming month, bringing with it a new view-only mode that might permit individuals to browse content without the necessity of creating an account.
The extension of search features to cater to the EU's linguistically diverse market is crucial. It also amplifies the app's utility across over 100 countries where it is currently offered, in addition to its US presence.
The Threads development team is known for its swift response to user feedback, integrating new functionalities such as a chronological following feed, a web platform, a feature to review likes, polls, GIF insertion, support for hashtags, an edit function, account toggling options, and more. Following the release, the team is looking to introduce a developer API. Moreover, they plan on merging with ActivityPub—the decentralized social networking protocol—which fuels networks, including Mastodon.
Despite this swift evolution, Threads has yet to include a key feature found in Twitter, which is the Trending Topics dashboard, although there is evidence suggesting its development. Mosseri has enunciated that Threads aims to deviate from being a real-time platform, indicating a preference for its algorithmic feed to showcase not just current posts but also content from the past few days. Even though Threads seeks to distinguish itself by not propagating news stories, mirroring Twitter’s dedication to instantaneous news, the increasing shift of former Twitter users to Threads may influence the app's future trajectory.
Mosseri has hinted that further enhancements to the search functionality are on the horizon.
Currently, out of caution, Threads is Halting certain terms like "long COVID" within its search tool. Instead, the app redirects users to the CDC's official website to obtain up-to-date information.
Despite having a smaller user base than Twitter, which boasts nearly 550 million active monthly users according to Elon Musk, Threads is showing promise with its nearly 100 million monthly users. Limited market availability could be a factor in its growth potential. Meta's CEO, Mark Zuckerberg, has expressed optimism about Threads, predicting it could reach the milestone of one billion users in just a few years, indicating strong confidence in the application's future.