Threads’ latest upgrades include analytics, privacy, and fediverse—but users want more

The news: Meta is significantly expanding Threads' capabilities with enhanced analytics, improved moderation, and new privacy features, while advancing its compatibility with the fediverse to compete for creator attention.

• The new Threads Creator Hub provides comprehensive guidance for users through detailed onboarding instructions and platform tutorials.
• The privacy controls let users manage their visibility by hiding reply tabs while still maintaining access through settings.
• In addition, a recent fediverse integration allows users to follow external accounts and receive notifications, though this feature is limited to accounts that have previously interacted with them.

This comes shortly after Threads rolled out custom feeds, which had long been a feature of nascent competitor Bluesky.

Why it matters: The platform faces growing pressure to differentiate itself and support creators effectively.

• Content moderation challenges have resulted in numerous wrongly deactivated accounts, creating particular problems for high-profile creators.
• Established platforms like TikTok and YouTube have built stronger relationships with creators, leaving Meta struggling to catch up.
• The platform continues to struggle with its identity as it attempts to simultaneously serve niche communities and broader audiences.

Our take: Meta's efforts to enhance Threads suggest a serious commitment to competing in the microblogging space, though significant challenges remain.

• While the Creator Hub provides basic guidance, it lacks the data-driven insights creators need to optimize their presence.
• The platform's cautious approach to features like hashtags and fediverse integration reflects broader uncertainty about Threads' identity.
• For Threads to truly succeed, Meta will need to provide more robust analytics and creator tools while clarifying its position in the social media landscape—and give advertisers more of a reason to adopt the platform.

This article is part of EMARKETER’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one—delivering the latest news and insights—are completely free through January 31, 2025. If you want to learn how to get insights like these delivered to your inbox every day, and get access to our data-driven forecasts, reports, and industry benchmarks, schedule a demo with our sales team.