Threads Adjusts Ranking System to Prioritize Content From Followed Accounts

Lindsey Gamble / Threads 

Instagram’s Adam Mosseri announced that Threads is tweaking its ranking system to prioritize content from accounts users follow. This means users will see less recommended content from accounts they don’t follow and more posts from those they do. As a result, users can expect their connected reach to increase and their unconnected reach to decline.

Threads is also prompting users to review their Political Content Control settings, allowing them to choose whether they want to see political content from accounts they don’t follow.

Why It Matters: The rise of Bluesky appears to be nudging Meta to act on user feedback. Recent updates, like Custom Feeds and now changes to ranking systems, indicate a shift toward addressing user preferences.

This will be a mixed bag for creators. On one hand, prioritizing content from followed accounts strengthens engagement with existing audiences. On the other hand, it could limit creators’ ability to reach new audiences—a priority for many.