Threads is inching closer to Twitter's sports-focused user
base with a new feature that displays live scores directly in the app. Starting
with NBA games, searches for team names and hashtags will now surface a panel
showing results from the latest match-up. Clicking a team logo also pulls up
scores for their most recent contest or upcoming fixture.
The score updates are a smart way for Threads to start
attracting the huge audiences that sports content draws on Twitter. Leagues,
teams and players have amassed massive followings by giving fans a place to get
real-time scoring alerts and join in-game discussions. With scores now
integrated into searches, Threads potentially gives some of those conversations
a new home.
However, one major issue still holds the feature back -
Threads refuses to display search results in real-time. This cautious approach
aims to curb the spread of problematic posts but limits the platform's sports
appeal. Twitter owns the live experience because searching instantly surfaces
new score posts and comments. Over on Threads, search is slower and more
moderated.
This hesitancy to enable real-time discovery stems from CEO
Adam Mosseri's view that it could facilitate harmful spam and misinformation
going viral. As a private company, Threads is also free to more heavily curate
content compared to Twitter under Elon Musk. But avoiding real-time
functionality may restrict Threads from competing in some of social media's
most discussed topics.
Sports, gaming, music and food dominate conversations on
Twitter according to their own data. If Threads users can't get
up-to-the-second scores or join live game threads, it will be tough for the
platform to become the main community for these engaged groups. They likely
don't care much about Twitter's ownership controversies - what draws them is
instant access to discussions unfolding minute by minute. Threads now shows
scores, but the inability to instantly search and comment on live action still
holds it back.
There's also the strategic choice to de-emphasize political
talk, which could inhibit growth. Twitter remains the place to be when major
news breaks thanks in part to real-time search visibility. As long as Threads
holds off enabling this type of discovery, it risks missing out on potential
new members during big events. Changing course while still achieving civility
goals would be a challenge but perhaps necessary for Threads to reach the next
level.
One positive is Threads' fast early adoption - it reached
130 million monthly users eight months after launch, while Twitter has stalled
at 250 million daily actives for over a year. However, Threads' growth also
seems to be slowing lately.
For social teams and leagues, one option is our SMM panel at
Great SMM which provides customized real-time strategies to engage sports
communities at scale. Book a consultation today to discuss how we've helped
other properties maximize Twitter and develop Threads strategies.
