How Does the Threads Algorithm Work in 2024?

Whether it’s an existing platform or a brand-new one, social media algorithms can be challenging to work with to get the most effective results. And now that Threads has entered the social media space, many users are curious about how the Threads algorithm works

With more than 100 million users in its first week — a significant milestone for social media platforms — Threads got off to an incredible start. While the engagement rate has varied during the platform’s lifetime, many businesses and content makers have implemented strategies to make the most of their time on the platform. 

Here, we’ll explore the Threads algorithm and how you can use it to successfully promote your content. 

What Is the Threads Algorithm?

Remember the post you loved, engaged with, and reshared — and now you get similar content nearly every day? Well, that’s the work of the Threads algorithm! It’s the behind-the-scenes technology of the platform that decides which users see which pieces of content — and when. 

How Does the Threads Algorithm Work?

While we don’t know the exact details of the Threads algorithm, it’s safe to assume it’s similar to other social media algorithms, particularly those from Meta. 

Essentially — as with all social algorithms — the Threads algorithm’s job is to keep users on the platform longer by showing them more relevant content. For example, if you suddenly find yourself neck-deep in funny animal videos, you probably didn’t get there by mistake. 

Threads Feed Algorithm

The main feed for Threads is based on several factors, including your interests, the content it has available to share, and how relevant it is to you. Additionally, Threads now has a chronological Following feed, which was a highly requested feature. 

Let’s take a closer look at some of the Threads algorithm elements: 


The Threads algorithm takes inventory of all the content on the platform it could potentially show to a user. So when you post content to the platform, it doesn’t automatically go to all of your followers. Instead, it goes into the algorithm’s inventory and is evaluated before being sent out to the initial group of engaged users. 


Signals are signs you’ve either liked or disliked content. For example, if you share or comment on a post, that’s a signal that you like that type of content. But if you stop watching a video halfway through or immediately scroll past, those signals let the algorithm know you didn’t enjoy this specific content. 


Because keeping users on the platform is the main goal, the algorithm relies on predictions for what content you’re most likely to enjoy, engage with, and share. Many of the other elements above help create these predictions, including your engagement with similar content. 


Another element that goes into whether or not a user will see a specific post on Threads is how relevant the content is. For example, if you’re a B2C cosmetics brand, and a user follows you and other cosmetics brands, it’s likely your content will be relevant to them. 

10 Tips To Rank Your Threads Videos and Get More Views

While there’s no perfect formula for a social media video strategy, there are best practices you can use to help your brand get more visibility and engagement. 

Tip #1: Find the Best Times To Reach Your Audience 

While there are general guidelines to help you get started, the best time to post on Threads often varies from brand to brand. Your posting time can help determine the overall success of your content, so it’s essential to optimize your content calendar. 

Since Threads is a newer social media platform, it’s even more important than normal to test your content and find the most effective posting schedule. 

Tip #2: Share Engaging Content 

People are on social media for many reasons, but one is to be entertained. By sharing engaging, educational, and aesthetically pleasing content, you’ll be able to connect with your audience. 

Tip #3: Create a Holistic Threads Marketing Strategy 

For a social media strategy to be effective, you need to take several factors into account. When it comes to your Threads marketing strategy, you’ll need to consider the best time to post, the most successful content types, trends on the platform, and so on. With all of these elements in mind, you’ll be able to craft a holistic content strategy to reach your audience. 

Tip #4: Find Trending Content 

As we mentioned above, trending content is an essential part of your Threads marketing strategy. Right now, though, it might be a bit harder to track down than on some other platforms. 

Since Threads is new, there aren’t any features that explicitly call out trends, like we might see on Twitter or Instagram. Instead, you’ll have to do some manual digging to find out what’s happening around the world or what other users in your industry are talking about. 

Tip #5: Understand Your Audience 

Your goal on social media is to reach your audience, so you have to understand them, why they’re on the platform, and what they expect from your brand. 

Since Threads is a new platform, you likely won’t have much, if any, platform-specific data about your Threads audience, but you can use learnings from other platforms (especially those owned by the same company) to create a baseline. For example, if you take a look at your user demographics for Instagram and Facebook, you might be able to get a better understanding of your initial audience on Threads. 

Tip #6: Don’t Forget About Authenticity 

While there’s a misconception that only Gen Z is interested in authenticity, the desire for a genuine online experience spans across age groups. According to Forbes, one study found that “90% of customers mentioned authenticity as an important factor in deciding which brands they like and support.” 

When you’re crafting your Threads video marketing strategy, make sure you create honest content that showcases your brand, values, and mission. 

Tip #7: Prepare for Changes

Threads is a brand new social media platform, so it’s going to change quickly. Even though it sits alongside other established platforms — Facebook and Instagram — we can expect changes from all three platforms as Meta makes improvements for users and advertisers. For example, there wasn’t a desktop version of Threads when it launched — instead, redirected to a fun Apple-esque dynamic background with a QR code — but now there is. 

While we can’t see into the future (…yet) and don’t know exactly what these changes will be, we do know to expect them. Keep an eye out for algorithm updates, new features, and more that can help you more effectively reach your audience on Threads. 

Tip #8: Get Creative

With a new social media platform, your brand essentially gets a clean slate. So don’t be afraid to take a leap, test some creative content, and see what video marketing initiatives resonate with your audience. 

The best news is: you don’t have to completely start over, especially right now. With post-production edits and repurposed assets, you can create content specifically for Threads. Then, once you’ve gathered insights from your initial posts, you can use them to optimize your first net-new video production

Tip #9: Leave Room for Revisions in Your Threads Strategy 

When it comes to marketing, nothing is set in stone. When it comes to social media, there’s no stone at all. Social media video trends change quickly and frequently. With this in mind, make sure you leave room in your Threads marketing strategy for revisions, optimizations, and new learnings. 

Tip #10: Optimize Your Content 

As you learn more about Threads and your audience’s behavior on the platform, you’ll be able to optimize your content strategy. For example, you might find that your audience prefers video content over posts with just text or photos. Or you might learn your Threads audience engages with animated content more than live action, so you can ensure your next video production focuses on animation. (Or you may have a killer copywriter and find that people love your quippy one-liners best. Hey, it worked for… Anyway, we’re fond of video.)

With an effective video testing strategy, you’ll be able to discover more information about your audience. This will allow your brand to share more effective content and craft compelling captions your audience is likely to engage with, prompting them to consistently come back for more of your content. 

Make Threads Videos at Scale

Another social media strategy to create? We know — it can be a lot. Alongside other social media platforms, CTV advertising, and other assets, your marketing team might feel overwhelmed with creating even more video content. 

But you don’t have to do it alone. 

At QuickFrame, we believe brands of all sizes should have access to leading video makers who can help create consistent and fresh video content. That’s why we created a premier end-to-end video production platform to connect your brand with top makers and production teams around the world to help you generate compelling content. 

Ready to get started? Contact us today to learn more. 

Threads Algorithm: Final Thoughts

By following best practices and using what you already know about your audience, you’ll be able to hit the ground running on the latest platform. And as you spend more time on Threads, you can learn more about the Threads algorithm and optimize your newest video marketing strategy.

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