Meta’s Threads has taken a significant step forward with the global launch of its custom feeds feature, as rival platform Bluesky experiences rapid growth, surpassing 20 million users (via TechCrunch).
The new custom feeds feature is designed to give Threads users more control over their content, offering enhanced personalization options to stay competitive in a shifting social media landscape.
With this update, Threads hopes to bridge the gap for users seeking more focused conversations and niche communities, an area where Bluesky has gained traction.
Creating a custom feed is simple. Users can search for a topic, tap the three-dot icon next to the search term, and select “create new feed.” Additionally, individual user profiles can be added by navigating to their profile, selecting the three-dot menu, and assigning them to a feed.
Once created, these feeds can be pinned to the top of the Threads home screen on the web, offering easy access in a layout reminiscent of X Pro (formerly TweetDeck).
Meta’s decision to roll out custom feeds globally comes just days after CEO Mark Zuckerberg announced the feature was entering the testing phase. This rapid deployment highlights Threads’ urgency to counter Bluesky’s momentum.
Since the U.S. elections, Bluesky has seen a surge in users, fueled by dissatisfaction with changes on X, including modifications to the block feature and policies permitting AI training on user data. Bluesky’s user base has grown from 7 million to over 20 million in just a few months, capitalizing on users’ demand for alternative platforms.
Despite this growth, Threads remains the leader among X competitors, with over 275 million monthly users, thanks to its integration with Instagram’s social graph and Meta’s app ecosystem.
Threads’ custom feeds address one of the platform’s key user demands: greater control over content beyond the default algorithmic “For You” feed and the chronological “Following” feed.
While Threads has been praised for its large user base, some users have criticized the platform for deprioritizing political content. The introduction of customizable feeds is a direct response to these concerns, aiming to cater to a broader audience with diverse interests.
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