Observed Signal · Feb 5, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Threads Enables Custom Feed Sharing, Adds Feeds Tab
Threads, Meta’s social app, expanded its custom feeds feature to allow public sharing of interest-based feeds. Introduced in fall 2024, Custom Feeds group content by topics (e.g., Soccer, Men’s Fashion) alongside For You and Following Feeds, with users able to switch between feeds. The update adds a dedicated Feeds tab in the app to provide an overview and enable public sharing. Meta executives indicated this was among the most-requested features, with Adam Mosseri noting the demand and Mark Zuckerberg sharing an example. Independent app researcher Radu Oncescu had also spotted sharing possibilities via DMs and posts. Threads has over 320 million monthly active users, and ads have begun on the platform. A Buffer analysis found Threads’ median engagement rate at 6.25% versus 3.6% on X, based on over ten million posts in 2024.
Major platform feature update enabling public sharing of custom feeds and a Feeds tab on Threads; potential impact on engagement and creator ecosystem.
Track Meta Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Custom Feeds were introduced in Fall 2024 to group content by personal interests on Threads.
- Custom Feeds can now be publicly shared, and a dedicated Feeds tab is introduced for overview.
- Platform chief Adam Mosseri called public sharing of Custom Feeds one of the most-requested features; Mark Zuckerberg posted an example.
- App researcher Radu Oncescu discovered methods to share Custom Feeds via DM and as a post.
- Threads has over 320 million MAU; ads have been integrated; Buffer reports a 6.25% median engagement vs 3.6% on X based on 10M+ posts.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
Instagram Edits App Now Supports Carousel Creation
Instagram's Edits app now allows creators to create Carousel posts directly within the app, according to an announcement by Instagram's Creators account via Instagram and Threads. The feature is available immediately for iOS users, with an Android version expected soon. In a broadcast channel, Instagram head Adam Mosseri confirmed that users can mix photos and videos on any slide, connect images across slides, and use the same stickers, text effects, and cutouts used in video editing. This functionality aims to streamline content creation and boost engagement, as Carousels remain a popular format on the platform. Additionally, the Edits AI Assistant, which provides video ideas based on account metrics, is currently available only in the US. Meta continues to enhance its creator tools to support social media marketing efforts.
Global ad market grows 11.9% in 2026; print, TV weak
According to Warc Media's forecast, the global advertising market is set to grow by 11.9% in 2026 to $1.34 trillion, following 10% growth in 2024 and 2025. Key growth drivers include investments in AI and major events like the Olympics and the FIFA World Cup. Social media will see the strongest growth at 21.3% to $394.6 billion, followed by VOD, retail media, search, and DOOH. Traditional media declines: TV down 1.8%, print down 0.9%, and radio down 3.0%. Alphabet, Amazon, and Meta will capture a combined 59.7% of global ad spend outside China. The growth is expected to normalize to 8.4% in 2027 and 7.9% in 2028. AI is reshaping targeting, creative, and campaign optimization, and creating new ad environments like generative search.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.