Threads has launched a new test of analytics for individual posts, which will provide more insight into how your content is resonating in the app, and more guidance on what’s working (and not) to help you grow your Threads presence.
As you can see in this example, now, you’ll be able to dig further into your performance data by analyzing each individual post, and how it performed with followers versus non-followers, total views, engagement, etc.
As per Threads:
“People in the test can sort posts by the highest or lowest number of views, likes, and replies. People in the test can also see the breakdown of views and interactions (likes, replies, reposts, and quotes) by followers and nonfollowers for a specific post, and the number of new follows that resulted from it.”
Up till now, Threads has only provided aggregated metrics for all of your updates within its analytics tab, but this will provide more specific notes and pointers based on your content.
Which Threads chief Adam Mosseri says will be important for those looking to grow their Threads community.
As per Mosseri:
“Now that your posts will be shown to more people who follow you, it’s especially important to understand what’s resonating with your existing audience.”
Mosseri is referring to the recent Threads algorithm change that will put more emphasis on posts from profiles that you’ve chosen to follow in the app, as opposed to recommended posts. Which should help creators grow their audience, and build community, as opposed to maximizing overall user engagement by showing each user more of the things that the system thinks they’ll like.
The latter approach has been beneficial on both Facebook and IG, with recommended Reels keeping people glued to each app. But on Threads, creators want to actually build a following, and have those users see their content. And ideally, that’ll then keep them posting to the app more often, powering the broader Threads eco-system.
I’m not sure that Threads has got this balance exactly right just yet, but conceptually, it’s moving to a more traditional social feed, where following is still important, versus the TikTok-led current state, where people can just rely on the algorithm to put the things that they want to see in front of them.
Many creators have noted that this is still an issue, with their data showing that non-follower engagement is way higher than follower interactions.
And given that social platforms, traditionally, have been largely reliant on a small percentage of active users (on Twitter, for example, 80% of users never posted or engaged at all in the app), Threads needs to keep this cohort happy.
Indeed, this is one of the key notes many early adopters of Bluesky noted, that it’s easier to build a following there, where it has a default “Following” feed.
Which is why Threads now offers the same, because Mosseri and Co. know that if they don’t appeal to this active sub-section, they’re cooked.
Post analytics is another step in that direction, and we’ll wait and see whether that helps to ingratiate Threads with key users.
