Instagram’s Twitter/X rival, Threads, has become more competitive in expanding its keyword search feature to all markets where the app is available. The feature was initially tested in English-speaking markets including Australia and New Zealand in August before expanding to most other English- and Spanish-speaking countries, including the US in September. now, ACCORDING to the head of Instagram Adam Mosseri, the keyword search “will be supported in all languages.”
That will make the app, which is currently used by nearly 100 million people every month, more useful to a wider, global audience.
The news also comes on the heels of reports that Threads is getting closer to an EU launch. The Wall Street Journal suggests that the app may launch in the EU next month, as it may also launch a view-only mode that will allow users to read posts without creating an account.
Offering search capabilities to EU users is an important aspect of serving that market, where many different languages are spoken. But it also makes Threads even more useful in the more than 100 countries where the app is already available, beyond the US
The Threads team has been rapidly iterating the app in response to user feedback, adding features such as a chronological feed following, a web app, a way to view your preferences, support for hashtag (without the hash), an edit button, and more in the months after its launch. The company also promises a developer API and plans to integrate with ActivityPub, the decentralized social networking protocol that also powers Mastodon and other networks.
However, Threads has yet to adopt a central feature that drives X: Trending Topics. In fact, the company seems to want to be a less real-time version of X, as its algorithmic feed often contains posts from the previous day. Mosseri also stated directly that the company does not intend to expand news on the platform, differentiating the app from X’s focus on breaking news. However, many former X users have joined Threads which may ultimately dictate the direction of the app.
In today’s note, Mosseri said more search improvements are also coming soon.
For now, however, Threads continues to block terms like “high covid” and related search phrases, directing users to the CDC website for current information.