The Top New Features Threads Has Built Since Launch (+ How to Use Them)

After a record-breaking launch and a quick drop-off in regular users, Threads is on the up once more.

The Instagram- (read: Meta-) owned platform rocketed to 100 million sign-ups within days of its launch in June 2023. However, Threads’ barebones features failed to hold users’ interest, and within weeks, active users, time spent, and sessions were down by 75%.

But the brains behind the new Twitter alternative kept plugging away at the platform, launching improvements and new features at an impressive pace. All those — along with the app finally becoming available to users in the EU — have seen a Threads mini-renaissance of sorts. 

Now, with 400 million monthly active users (MAU), the platform is creeping closer to X's 557 million MAU. As the Threads team continues to add new features, we may well see millions more using the platform.

In this article, I’ll unpack some of the top new features on Threads by Instagram, plus how to use them to grow your following.

1. Topics > hashtags

Threads launched without hashtags — a feature most social platforms have from day one — which felt like an odd choice at the time. But now it's clear why. Threads was setting the stage for something bigger.

Although you can type in free-form hashtags, it's topics that form the backbone of discovery and community on the platform. Instead of serving purely as a way to sort posts, Threads’ tags act more like interest-based markers that help people connect around what matters to them.

Unlike surface-level hashtags, Threads’ topic tags work alongside enhanced search and recommendation systems to surface relevant content and communities you might not otherwise see.

For creators and brands looking to grow their audience, leaning into trending and relevant tags remains one of the most effective ways to be found.

Pro tip: Threads says posts that include a topic typically rack up more views than those without.

How to use topics on Threads

Next to your username in the composer, tap Add a topic, and you'll see a few trending topics, as well as topics you've used recently.

2. Search for anything

As we mentioned, Threads launched without hashtags, and its initial search was limited. Threads has since expanded its search capabilities significantly. You can now search for users, keywords, tags/topics, and phrases inside posts using the built-in search bar on both mobile and web.

How to use search on Threads

Tap the magnifying glass icon at the bottom of the app and type in a keyword, topic, or username.

3. Better post insights

Threads has significantly upgraded its Insights experience, making it easier to understand not just how your posts perform, but where and why they gain traction.

Here's a quick overview of some of the changes:

• Creators can now dive deeper into performance data directly from the Insights dashboard— for example, the Interactions section shows engagement split by likes, replies, reposts, and quotes, while the Followers section reveals growth over time alongside geographic data, including top cities and countries, plus demographic insights like age range and gender.
• Threads has also introduced performance comparisons over time, with new charts that track views and interactions across 7- to 90-day periods.
• Insights now show whether people found your posts directly on Threads or via recommendations on other Meta apps, including Instagram and Facebook.
• You can now add up to five links to your bio, and Insights will show how many people have clicked links shared both in your profile and in posts.
• Threads also introduced a weekly Insights recap, offering a snapshot of week-over-week changes in posts shared, total views, new followers, and replies.

4. Simple polls

Threads added another popular feature pretty quickly: polls, which work right in the composer. Polls on Threads remain intentionally simple, designed for fast feedback and conversation starters rather than long-running or highly configurable surveys.

You can’t set a custom poll duration on Threads — all polls close automatically after 24 hours.

When Threads launched polls, Mark Zuckerberg shared a tongue-in-cheek poll response to the user who'd requested them. His poll had no question — just three options: “Done,” “Done,” and “Done.”

How to add a poll on Threads

Start a thread by clicking the pen and paper icon at the bottom of the app, the top of the browser version. 

To add a poll to a post, click on the three horizontal dots in the composer, then choose Poll.

Add your question to the main post, then fill out your options in the buttons that appear below. You can use up to 25 characters for each option. When you’re ready, hit Post.

5. Express yourself with GIFs

Sometimes, a GIF says it better than words ever could. This was an addition that Threads rolled out pretty early on and quickly became a regularly used feature on the platform.

How to use GIFs on Threads

As with polls, you can add a poll right from the Threads composer — but only in the app version of Threads. Tap the + icon to begin a new thread, then tap the GIF sticky note icon to open the GIPHY integration. 

Scroll through the recommended GIFs, or enter a word or phrase in the search bar at the top of the screen to find what you’re after. Tap your chosen GIF, then hit Post. 

6. Edit your posts

Not being able to edit posts on X has frustrated users for years — so it makes sense that Threads added an edit feature early on.

Threads’ edit feature comes with a few clear rules:

• Time limit: You can edit a post for up to 15 minutes after publishing
• Editable content: You can update the post text and tags/topics.
• Restrictions: You can’t add or remove media (images or videos) once the post is live.
• Visual indicator: Edited posts are marked so readers can see that a change was made.

How to edit threads

To edit your thread on mobile and web versions, click on the three dots to the right of a newly posted thread. An Edit button and timer will be visible if it's been under 15 minutes. 

Tap Edit, then make your changes and hit Save. 

7. Web version

Threads initially launched with an app only, and didn’t allow users to use the platform via their computer browsers. However, the demand for a web version of Threads was so high that developers released it within weeks of the initial app launch. 

If Mark Zuckerberg's tongue-in-cheek thread is to be believed, he helped build the web version himself.

How to access Threads on your computer

To log in to Threads on your computer, open your browser and navigate to threads.com. Log in with your username and password (or Instagram login credentials), and you’re good to go.

8. The Following feed

Threads works similarly to TikTok, with a For You feed, where their algorithm recommends content for you (like TikTok’s FYP or For You Page) and a Following feed, where you only see content from people you follow.

Pro tip: Instagram does have a similar feature, but it’s a little tucked away — to find your Following feed on Instagram, you’ll have to tap the logo at the top to reveal the drop-down menu.

How to see your Following feed on Threads

On Threads, the Following feed is much easier to find — just tap on Following right at the top of the mobile app (you might need to tap on the little house icon on the bottom left for the two options to appear).  

On the browser version, there’s a button that lets you toggle between the two feeds.

9. Into the fediverse

Threads isn’t just another standalone social app. It’s also being built to connect to the fediverse. "Wait, what?" some of you might ask. Even me.

In simple terms, the fediverse is a group of social platforms that can talk to each other. Instead of everyone needing to be on the same app to interact, people on different platforms can follow, reply to, and engage with one another across networks.

Threads is rolling this out slowly and carefully. You can choose whether your posts stay only on Threads or can be seen by people using other compatible platforms.

For creators and brands, this opens up some interesting possibilities:

• Your posts could reach people beyond Threads without extra effort
• You’re not locked into a single platform’s audience
• It points toward a future where conversations aren’t owned by just one app

10. Threads ads are here

Drumroll ... Threads ads are officially rolling out worldwide. This is a pretty big moment. It marks Threads’ shift from “fast-growing new platform” to “OK, we’re building a long-term business here.”

How ads work on Threads

Ads show up natively in the feed, so they look and feel like regular posts, not disruptive pop-ups. Brands can run image ads, video ads, and carousel ads.

Threads plugs straight into Meta’s existing ad system, which means you can:

• Extend existing Meta campaigns to Threads
• Use the same targeting, optimization, and AI delivery
• Add Threads automatically via Advantage+, or select it manually in Ads Manager

Ad delivery is rolling out gradually, and ad volume is intentionally low. That’s Meta trying to protect the user experience while testing what works.

If you’re already running Meta ads and your goal is awareness or reach, it’s worth experimenting, especially while competition is still light.

11. New controls

Threads gives you more control than ever over what you see and how people interact with you.

Teach Threads what you want to see

Threads learns from your actions:

• Profiles you follow or visit help shape future recommendations.
• Muted, blocked, or reported profiles won’t appear in your feed — and Threads will show you less similar content.
• Hidden content or keywords signal what you’re not interested in, helping Threads refine what shows up over time.

As per Instagram head Adam Mosseri, an update to Threads' Hidden Words feature will allow you to customize which content is filtered out, separate from Instagram.

Adam Mosseri (@mosseri) on Threads

Threads now has its own Hidden Words setting, separate from Instagram. This includes newly added custom filters to block words, phrases, and emojis in batches, with optional time limits. Threads is about fostering an open exchange of perspectives, and to do so people need to be able to shape the experience into one where they feel comfortable expressing themselves. This is just one more idea in support of that goal.

Threads

Manage replies and conversations

Threads has also introduced tools to help you control conversations on your posts:

• Reply approvals: Choose which replies appear publicly before others can see them. This lets you keep discussions on-topic and review responses at your own pace.
• Reply filters: Filter replies so you only see responses from people you follow or replies that include mentions.

12. Threads Communities

Threads is opening the door to communities — a new way to connect around shared interests, fandoms, and niche conversations.

Instead of everything living in one big feed, communities give people a dedicated space to talk about what they care about most. Dozens of communities are already live, with many more rolling out over time.

Community champions

Threads is also testing a way to highlight the people who really make communities thrive. Community champions are active members who consistently spark conversations, reply thoughtfully, and help keep discussions engaging.

Post with flair

For more niche communities, Threads is experimenting with flair — short labels you can add to posts within a specific community. Flair appears under your username when you post in that community and helps give context to your perspective. For example, in a book-focused community, an author might add an “Author” flair to their posts.

Flair is community-specific, meaning it doesn’t follow you everywhere — it only shows up where it’s relevant.

Here's what Threads had to say about this new feature:

Threads (@threads) on Threads

We’re opening the door to new communities and starting to test two features to help you connect and share what matters to you 👇

Threads

13. Ghost posts

Ghost posts are short-lived updates that automatically disappear after 24 hours, giving you the freedom to share spontaneous ideas without worrying about them sticking around forever.

What makes ghost posts different?

• Temporary visibility: Once published, ghost posts show up in your followers’ feeds like regular updates, but they archive themselves after a day.
• Lightweight engagement: Replies to ghost posts don’t appear publicly underneath the post. Instead, they’re sent directly to your inbox, and only you can see who responded or liked the post.
• Distinct look: In the feed, ghost posts are often displayed with a different visual style (like a grayed-out or dotted outline).

To make a ghost post, just toggle the ghost icon in the composer before you publish .

14. Group chats

Threads has expanded beyond public posts and replies — you can now have group conversations right inside the app. This gives you a private space to connect with followers, collaborators, teammates, or friends without leaving Threads.

What group chats look like on Threads

• Up to 50 participants: You can include up to 50 people in a single group chat, making it great for small communities, teams, or event groups.
• Custom names: Give your group chat its own name to keep things organized and recognizable.
• Admins in control: Only group admins can remove users, which helps manage the space if someone joins who shouldn’t be there.

How to start a group chat

1. Tap the messages (DM) icon to open your inbox.
2. Create a new message, select Create group chat, and add the people you want in the chat.
3. Click on + Add group name to do just that.
4. Start chatting.

Pro tip: Some versions of Threads also let you generate a group chat invite link, so you can share access with others instead of adding everyone manually — handy for campaigns, collaborations, or open invites.

15. Saved quotes

Threads makes it easy to save the moments you don’t want to lose with Saved Quotes — a way to bookmark quote posts so you can revisit them anytime.

When someone quote-posts (shares another person’s post with their own commentary), you can now save that quote for later. Instead of scrolling endlessly to find it again, you can quickly jump back to it when you need insight, inspiration, or context.

This small feature adds a lot of value for creators, community managers, and anyone who wants to hold on to the best bits of conversation without keeping them pinned in the feed.

How to save a quote:

Threads (@threads) on Threads

In the composer, tap the quotation mark icon and you’ll see lists of the posts you’ve saved and liked. Choose the one that inspires you, add your take and quote it 💬 This feature is available on iOS and rolling out on Android in the coming weeks. If you have it, let us know what you think!

Threads

Threads keeps evolving; watch this space

Threads is still finding its rhythm—and that’s part of what makes it worth watching. With each new feature, the platform is expanding how people discover content, connect with communities, and express themselves in more flexible ways.

As new tools and updates roll out, using a platform like Buffer can help you stay consistent, measure what’s working, and focus on creating content that your followers love.

FAQs about new Threads features

Is Threads still growing in 2026?

Yes. After an early drop-off, Threads has rebounded and now has 400 million monthly active users, signaling renewed growth and engagement.

How does Threads work compared to X (Twitter)?

Threads focuses more on interest-based discovery, community, and recommendations, rather than real-time trending hashtags or news-first content.

Does Threads use hashtags?

Not really. Threads prioritizes topics over hashtags, using topic tags to help surface relevant content and communities.

How do topics work on Threads?

Topics act as interest markers, helping posts reach people who care about that subject. Posts with topics tend to get more views than those without.

Can you schedule posts on Threads?

Yes. With tools like Buffer, you can schedule Threads posts, cross-post to other platforms, track performance, and manage ideas in one place.

Does Threads have analytics or insights?

Yes. Threads Insights now includes views, engagement, follower growth, demographics, and where your content was discovered.

Can you edit a post on Threads?

Yes. You can edit a post for up to 15 minutes after publishing, but you can’t add or remove media once it’s live.

Is Threads available on desktop?

Yes. Threads has a web version that lets you browse, post, and engage from your computer at threads.com.

Are there ads on Threads now?

Yes. Threads ads are rolling out globally and appear natively in the feed, using Meta’s existing ad system and targeting tools.

What is the fediverse, and how does Threads connect to it?

The fediverse allows different social platforms to interact. Threads is gradually enabling this, letting posts reach people beyond Threads without extra effort.

More Threads resources

• 17 Threads Stats You Need to Know in 2026 (+ What They Mean for Your Strategy)
• Everything I’m Trying to Grow to 1,000 Followers on Threads
• The Best Time to Post on Threads in 2026 — Data from 700K+ Posts
• We Analyzed 1.7M Posts from X, Threads, and Bluesky: Here’s What We Learned
• How to Get More Followers on Threads: 9 Tactics to Help You Grow
• I Posted to Threads Consistently for A Month — Here’s What Happened
• 7 Creators on Threads to Watch (+Lessons to Learn From Their Content)