Threads Ranking Update: Prioritize Followed Content

Threads is updating its feed ranking to prioritize content from accounts a user follows, signaling a shift toward follower-centric discovery. The change follows the rollout of Custom Feeds, which let users group topics and accounts in a single stream. Threads CEO Adam Mosseri described a reoriented ranking that will elevate content from followed accounts and reduce exposure to non-followed creators. The article notes that posts containing links are not penalized, but tend to receive fewer comments and likes. In addition, Threads is testing a mobile feature that lets users scroll through other users' comments while composing a reply, and Paluzzi has highlighted text formatting options (bold, italic, strikethrough) for posts. The piece also references Instagram’s broader update allowing users to reset recommendations. Together, these updates illustrate a broader shift toward highly personalized feeds across major social platforms, with implications for creators’ reach and audience growth.