Threads is finally embracing links

If you're active on Threads, you've probably noticed that posts with links don't do very well with the app's recommendation algorithm. This is especially noticeable if you're a publisher, creator or, yes, a journalist who depends on social media to share your work.

Threads' ambivalence to links isn't an accident. Instagram and Threads boss Adam Mosseri has confirmed that "we don’t place much value" on links, though the company doesn't intentionally downrank them. That may be starting to change, though. As Meta has made winning over creators a bigger priority for Threads, the company is now taking steps to make links a more prominent part of the service.

To start, the app will now allow users to add up to five links to their Threads bios. More importantly, Threads posts with links will now be surfaced more often in the app's recommendations. And Meta is adding link-specific insights to its built-in analytics tool so creators can track how often people are interacting with the content they share. "We want Threads to be a place that helps you grow your reach – even outside of Threads," Meta notes in a blog post.

Meta

While that will be welcome news for anyone hoping to turn their Threads account into a reliable traffic source, it's unclear just how dramatic of a shift users should expect. The app's algorithm is still a black box, even for power users. And Threads' emphasis on recommended posts means that even users with large numbers of followers tend to get more interactions from non-followers.

Publishers have also reported mixed results when it comes to Threads. Last year, several publishers reported that Bluesky, despite being far smaller than Threads or X, was a far more reliable traffic source than its larger counterparts. More recently though, some publishers have reported spikes in referral traffic from Threads following the company's reversal of a policy to not recommend political content. On the other hand, Meta's past is filled with numerous examples of why publishers and creators shouldn't rely too heavily on the social network. Still, it may be a good time to at least start experimenting with more links on Threads.

This article originally appeared on Engadget at https://www.engadget.com/social-media/threads-is-finally-embracing-links-150012499.html?src=rss https://www.engadget.com/social-media/threads-is-finally-embracing-links-150012499.html?src=rss