Meta’s Threads Expands Media Features With Custom Feeds, Reaches 320M Users

Meta has introduced a media tab on Threads, allowing users to filter posts by images and videos, making content discovery easier as the platform surpasses 320 million users.

Meta has introduced a dedicated media tab on Threads, allowing users to filter posts by photos and videos. Alongside this, the platform now supports photo tagging, a long-requested feature that brings it closer to the functionality of its parent platform, Instagram.

The updates position Threads as a stronger competitor to X (formerly Twitter) and Bluesky, both of which have also made recent changes to their platforms emphasizing media content.

Instagram head Adam Mosseri confirmed the new additions, stating that the media tab will allow users to “quickly see all of the photos and videos you have shared on the social network.”

View on Threads

The introduction of a media tab is a notable change in how users interact with content on Threads. Previously, images and videos were mixed in with text-based posts, making it difficult to browse visual content efficiently. The media tab now consolidates all photo and video posts into a separate section, mirroring a feature that has long been available on X.

The photo tagging feature further integrates Threads with the way users already interact on Instagram and Facebook, allowing for more social engagement within shared images. While Threads still lacks some of the advanced tagging capabilities found on Instagram, this update brings the platform closer to the experience users expect from Meta’s ecosystem.

He acknowledged that the update was a “long overdue request from the community.” The rollout comes as Threads surpasses 320 million monthly active users (MAUs), up from 300 million last month.

View on Threads

The latest features are part of a broader effort to improve content discovery and personalization on Threads. Alongside the media tab and photo tagging, the platform recently introduced custom feeds, which allow users to curate content based on keywords or selected profiles.

Feed Sorting: Threads vs. X

Unlike X, Threads does not allow users to set “Recent” as the default sorting option in custom feeds, requiring manual selection each time. This reflects Meta’s preference for algorithm-driven engagement, ensuring that users interact with suggested content rather than relying on chronological sorting.

Threads’ updates arrive at a time when social media platforms are increasingly competing for user engagement through more customized experiences. Bluesky recently launched a customizable video feed, positioning itself as an alternative to TikTok.

X has also placed greater emphasis on video-based content with a new video tab and premium subscriptions, reinforcing the shift toward more visually engaging and personalized social media models.

Meta has steadily expanded Threads’ capabilities beyond real-time posting, adding features that cater to creators and businesses. Among these is post scheduling, which allows users to plan and schedule content in advance.

Another enhancement is AI-generated summaries, which offer quick overviews of trending topics. By automatically summarizing conversations and emerging discussions, this feature makes it easier for users to stay informed without needing to sift through long threads of content.

Meta Prepares to Monetize Threads With Advertising

With Threads continuing to grow, Meta is preparing to introduce advertising on the platform. The rollout will begin with a select group of advertisers before a broader expansion. Mosseri explained Meta’s approach to monetization, stating, “Threads needs to make enough money to pay for the people and servers that it takes to run the service and provide it to people for free.”

View on Threads

This advertising model aligns with Meta’s broader monetization strategy across Instagram and Facebook, which rely on targeted ads to generate revenue. While ads are not yet live on Threads, their introduction is expected to follow Meta’s existing structure of sponsored content and business partnerships.

The transition to advertising-supported revenue raises questions about how Threads will balance user experience with commercial interests. Unlike X, which has introduced paid verification and subscription-based features, Meta appears committed to keeping Threads free to use, with revenue generated primarily through advertising rather than subscriptions.

Competitive Outlook: Threads, X, and Bluesky

Threads’ updates come as competition in the social media space continues to shift. The recent launch of a video feed feature in Bluesky and X has positioned them as a potential alternative to TikTok, especially as TikTok faces ongoing regulatory scrutiny in the U.S. Meanwhile, X has doubled down on video-first engagement, pushing its algorithmic discovery system and premium content model.

By contrast, Meta’s strategy with Threads remains focused on content organization and personalization. The media tab and custom feeds align with the company’s approach to making content more accessible while retaining algorithmic ranking systems.

Markus Kasanmascheff
Markus Kasanmascheff
Markus has been covering the tech industry for more than 15 years. He is holding a Master´s degree in International Economics and is the founder and managing editor of Winbuzzer.com.

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