Meta’s Threads app took a big step towards competing with rival X last week when it introduced keyword search functionality for users in Australia and New Zealand. This week, CEO Mark Zuckerberg announced that keyword search will expand to most English- and Spanish-speaking countries soon.
The launch of keyword search is a major move for Threads, which initially positioned itself as an X competitor but lacked key features like search. The previous search function only allowed users to look up profiles, not keywords or topics. The upgraded search feature brings Threads more in line with X’s capabilities and meets user demands for better search.
Many Threads users have reacted positively to the feature’s expanded rollout. Comments like “It works!” and anticipation of more features being added show an excited user base. Some think Threads has the potential to become a safer, more engaging platform with functionality like search.
However, enabling keyword search in only English and Spanish is still extremely limiting. Less than a billion people speak those languages natively, leaving about 7 billion potential users waiting for search in their language.
While the launch gets Threads closer to feature parity with X, search access is still confined. For Threads to truly compete globally, it will need to rapidly expand search across many more languages. This rollout is a step in the right direction, but still leaves Threads far behind competitors in meeting diverse user needs.
Does anyone really think Threads can truly challenge Twitter at this point? The ship may have already sailed.
I don’t know, they clearly want to compete but they launched without key features. Expanding search is only the first step, they need more innovation.
This update is too little too late for me, I’m sticking with Twitter.
Yeah the lack of features at launch made me quit Threads pretty quick. Even with search now, it has a long way to go.