Threads’ New Algorithm to Focus More on Accounts You Follow

With rival platofrm Bluesky surpassing 21 million users, Instagram’s Threads is making a major shift to its algorithm by prioritizing posts from accounts users follow in its For You feed (via The Verge).

This change, announced by Instagram head Adam Mosseri, is part of an ongoing effort to improve user experience and provide more relevant content.

Mosseri shared the update on Thursday, highlighting that Threads is “rebalancing ranking” to prioritize posts from accounts users follow. This adjustment means users will see fewer recommendations from accounts they don’t follow and more updates from those they care about.

The rollout began immediately, marking one of Threads’ most significant updates since its launch.

The update may make the For You feed more engaging and personal, though some challenges remain. For example, users have raised concerns about outdated posts appearing in their feeds, which Mosseri acknowledged but did not directly address with this announcement.

For content creators, the shift in algorithm is expected to have mixed implications. According to Mosseri, “unconnected reach”—interactions from users who don’t follow a creator—may decrease. However, “connected reach,” which represents engagement from followers, is likely to improve.

Threads’ algorithm tweak comes as Bluesky, another rising social platform, reports significant growth. While Threads remains larger, with over 15 million signups added in November alone, the competition between the two platforms is intensifying.

Bluesky’s emphasis on customizable feeds and community-driven design is driving user adoption, prompting Threads to adapt quickly.