Meta is Improving Threads for Creators and Businesses

Meta today announced new features like insights, multiple drafts, and scheduling to Threads that should appeal to creators and businesses. These features are rolling out on the web first–insights and multiple drafts now, and scheduling soon–but Meta says it will “explore mobile versions later on.”

“We’re excited to announce new web features to help you understand how your Threads content is performing and simplify the planning process,” the announcement post says. “We think these features will be particularly helpful to creators and businesses who use Threads to connect with new and existing audiences.”

Meta launched Threads in July 2023 to fill the void caused by the cesspool we used to call Twitter. Its usage has skyrocketed since then–over 175 million monthly users after just one year (actually, it just went past 200 million)–but Meta has been slow to adopt the features creators and businesses need. It only made its API available in June, a requirement for anyone wishing to auto-post to the service (like me). So it’s nice to see further improvements for these audiences.

Insights provides basic analytics capabilities so you can learn more about the performance of your Threads account via metrics like number of views, replies, reposts, and quotes. You can see your follower numbers over time, and some demographics related to age, gender, and location. “These metrics can help creators and businesses figure out what content resonates best with their audience, and help them tailor future posts accordingly,” Meta explains, as if it just invented something new and unfamiliar.

The new support for multiple drafts allows users to create and save multiple Threads posts before going live with them. It currently supports 100 drafts.

Finally, the scheduling feature does exactly what it sounds like and provides a way to schedule posts for a future date and time. “You can schedule multiple posts a day, multiple days in advance,” the company notes, as if it just … you get the idea. Finally.

I don’t see any of these features yet, but I’m looking forward to these baby steps into making Threads a truly useful solution for creators and businesses that can replace Twitter/X.