Jonathan Stray, a researcher at the Berkeley Center for Human-Compatible AI, explains that the approach of using engagement as the primary signal for content ranking is consistent with many social media platforms. In fact, he notes that engagement in various forms is used for content ranking on essentially all platforms, with few exceptions such as non-personalized site rankings on platforms like Reddit.
So, when you linger on celebrity accounts, like delectable food posts, or interact with dog-mom posts on Instagram, you are likely influencing the kind of content that appears in your Threads feed. However, simply making a plea to the algorithm running Threads won’t necessarily result in the desired content appearing. The trend of creating “Dear Algorithm” posts reflects the early energy of previous social media behaviors, such as Twitter’s #FollowFridays, which helped users find others with similar interests. However, these types of posts can also be reminiscent of the copy-and-paste hoaxes that circulated on Facebook, which were unsuccessful in achieving their intended purpose.
The rise of “Dear Algorithm” posts also suggests that spam is beginning to infiltrate Threads. For example, WIRED observed over 100 rapid-fire repeats of the same list, all including the phrase “Lover’s of Jesus” within a short time frame. While this might indicate spam, Meta has stated it is looking into the issue.
To address some of the early problems with discoverability on Threads, Meta is testing the use of hashtags in Australia. This update, if widely rolled out, could make it easier for users to find and engage with posts that align with their interests. However, the company has not specified when tags will be supported in other countries, and currently, users can only add one tag at a time to a Threads post.
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Despite the challenges, some users remain hopeful about the potential of Threads. For example, McCellon, an organizer focused on local politics in Oklahoma, hopes that Threads will help her connect with people who share her interests. However, she has found that most of the people following her on Threads are already connected with her on Instagram, which does not necessarily align with her goal of organizing and building a new community. Nevertheless, she acknowledges that if Threads connects her with just one or two people who gain a new perspective on local politics, then the algorithm has done its job.
In conclusion, the use of engagement as the primary signal for content ranking is widespread across social media platforms, and Threads is no exception. While the “Dear Algorithm” trend reflects the early energy of previous social media behaviors, it also raises concerns about potential spam on the platform. The introduction of hashtags may help address some of the discoverability issues on Threads, but there is still work to be done in enabling users to effectively connect with others who share their interests and goals. Despite the challenges, there remains optimism about the potential of Threads to facilitate meaningful connections and interactions among its user base.
