Threads, the social media platform owned by Meta, recently
made an interesting change to how it displays trending discussions on the
network. The company began highlighting "Trending Topics" to draw
users' attention to conversations around live events as they were unfolding.
During a recent solar eclipse, Threads added a notification
about the astronomical phenomenon to this new section. On the surface, this
seemed like a positive step towards capitalizing on the natural spikes in
engagement that occur during breaking news or events unfolding in real-time.
However, the choice to only feature the eclipse topic raised some questions
about Threads' overall approach to trending discussions.
As someone who works closely with social media management
professionals, I'm familiar with how crucial real-time coverage of trending
topics can be for platforms like Twitter and Facebook. Breaking news stories
and live events are proven drivers of high engagement as users flock to share
their reactions, ask questions, and debate the latest developments as they
happen. This type of spontaneous discussion is a big part of the value such
networks provide.
However, Threads founder and CEO Adam Mosseri has stated in
the past that he does not want the app to focus as heavily on hard news
content. The thinking seems to be that coverage of divisive political topics or
alarming events can make the platform a more stressful place. Instead, Mosseri
wants Threads to prioritize positivity and connection over debate.
On the one hand, this goal of crafting a less
anxiety-inducing social experience is understandable. But in practice, avoiding
trending discussions entirely risks missing out on huge opportunities for
engagement. More importantly, it risks isolating Threads users from important
conversations unfolding elsewhere on other networks.
By only highlighting the relatively uplifting topic of a
solar eclipse so far, Threads may be limiting its ability to fully capitalize
on the attention live events and breaking news naturally attract. A more
balanced approach could see a wider range of trending discussions featured
without compromising the positive tone Mosseri desires.
For example, highlighting conversations around entertainment
or sports events could drive traffic without wading into controversial waters.
Even showing disaster coverage or somber anniversary discussions respectfully
may give users a more complete look at what's happening in the world without
promoting unrest.
An SMM panel would likely advise broadening the scope of
trending topics while maintaining thoughtful curation and context. This
balanced strategy could help Threads both better engage existing users and
appeal to those seeking a one-stop social experience without siloing certain
discussions. It's a fine line, but one many feel could be navigated
successfully with care, wisdom and nuance.
With time and experience, Threads may become more
comfortable highlighting a diversity of trending conversations in a responsible
manner befitting their principles. For now, baby steps like the "Trending
Topics" section are still a positive sign of progress towards realizing
the network's full potential. As they continue to develop their approach, an
emphasis on inclusion over avoidance could serve Threads and its global
community well in the long run.
By taking advantage of the natural interest live events and
breaking news attract, Threads gives users more to discuss without compromising
on positivity. A well-moderated platform welcoming a variety of topics
thoughtfully represents an opportunity to bring more understanding between
differing perspectives through respectful exchange. This wider viewpoint,
artfully presented, better serves the goal of connection social media aims to
facilitate worldwide.
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