Threads Is Testing Its API With Select Third-Party Apps With Plans to Roll It Out Widely in June

Threads

Threads has begun testing its API with select third-party apps, including Hootsuite, Sprinklr, Sprout Social, Social News Desk, and Techmeme.

Through the API, creators, developers, and brands can publish content to Threads. In the near future, the API will also enable them to moderate replies and access analytics. The API is expected to be widely rolled out by June.

Why It Matters: The launch of an API represents a significant milestone for Threads, reportedly experiencing triple the daily downloads on iOS compared to X, formerly Twitter.

APIs play an essential role in the growth of social media apps, particularly in attracting brands and publishers. They typically need content scheduling and publishing tools to push out content according to their content calendars.

Despite concerns voiced by Instagram head Adam Mosseri regarding the impact of a publishing API potentially leading to publishers overshadowing creator content, an API will help drive content production and increase engagement, especially as it becomes more widely available and gains additional capabilities.