Threads algorithm explained for creators: get more reach

If Threads has felt like "sometimes I pop off, sometimes I'm invisible," congrats: you've accurately described an AI-ranked feed.

The useful part isn't whining about "the algorithm." It's noticing what Threads is quietly rewarding now - because it's not a carbon copy of Instagram or X. And if you post like it is, you'll keep donating content to the void.

What happened

Meta published a plain-language breakdown of how the Threads feed is selected and ordered. They don't even lean on the word "algorithm" anymore - they describe it as an AI ranking system.

Key concrete bits:

Two feeds, two different rulesets. The For You feed is ranked by AI. The Following feed is reverse-chronological and only shows accounts you follow.

Ranking happens in three phases. Threads (1) pulls a set of eligible posts (public content plus posts from accounts you follow), (2) reads engagement/behavior signals, then (3) orders posts based on what it predicts will be most valuable to that specific user.

Instagram is part of the machine. Threads is tied to Instagram identity, and Threads' ranking considers certain Instagram actions as signals - like people viewing your Instagram profile from Threads.

Rules still matter for reach. Threads content is governed by Instagram's Community Guidelines, and content that's "allowed but not recommended" can get throttled in recommendation surfaces (which is where growth usually comes from).

Users have strong "train the feed" controls. Hiding a post, muting an account, unfollowing, and reporting aren't just social actions - they shape what that person sees more of (or less of) going forward.

Fediverse support is real (and still evolving). Threads has begun integrating ActivityPub. People can opt in, follow some fediverse accounts, and view a separate feed of federated posts in chronological order. It's a slow rollout, but it's not imaginary.

Timeliness is getting more weight. Threads has also tweaked surfacing to prioritize active, lively conversations "right now" instead of endlessly recycling older stuff or over-indexing on accounts you followed via Instagram but don't engage with anymore.

Why creators should care

Distribution: You're not "posting to your followers." On Threads, your best reach is the For You feed - aka being recommended to strangers. That means your post has to earn its spot against everything else the system could show.

Attention: Threads is signaling that effortful interactions matter: replies, people opening the thread, checking your profile, and repeat engagement. Not just drive-by likes. The platform wants conversations, not billboards.

Workflow: The Instagram connection cuts both ways. If your IG profile is strong and coherent, it can help convert curiosity into a follow. If your IG is a chaotic garage sale of old niches, it can kill momentum right at the moment of interest.

Monetization (the indirect kind that actually pays): Threads still isn't a "click out and buy" paradise like newsletters or YouTube. It's a top-of-funnel relationship machine. The win is: get discovered, get remembered, get the profile visit, then send people to the place you control.

Creators keep asking, "How do I go viral on Threads?" Better question: "What would make someone tap 'view replies' and stay for the conversation?" That's where the reach comes from.

What to do next

Write for replies, not applause. End posts with a real prompt, a tradeoff, or a specific question. "Thoughts?" doesn't count. Give people a lane to respond in.
Engineer the "profile click moment." Assume your post is an ad for your profile. Make your bio painfully clear: who you help + what you post + where to go next. And yes, keep your Instagram profile tidy - Threads traffic leaks there.
Show up when the conversation is happening. Threads is leaning more into timeliness. If you're always posting the day after the topic peaked, you're basically bringing potato salad to a party that ended yesterday.
Stay recommendation-safe. Don't play cute with borderline content and then act shocked when reach flatlines. "Allowed" and "recommended" are different buckets on Meta platforms. If growth matters, aim for the recommended bucket.
Test both feeds on purpose. Use Following to nurture community (your people). Use For You to earn discovery (new people). Different job, different post style, same creator.

If you want the blunt takeaway: Threads is building a conversation-first discovery engine with Instagram's identity layer underneath it. Post like a person worth replying to, not a brand begging for engagement. You'll feel the difference fast.