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April 18, 2025 – Meta has announced a significant update to Instagram Threads, introducing advanced search functionality, trending topics, and enhanced moderation tools. The move comes as Threads continues to compete with X (formerly Twitter) for real-time conversation dominance, with Meta aiming to deepen user retention and attract new demographics.
The most notable addition is a full-text search bar that allows users to find specific posts, keywords, and even phrases within conversations. Previously limited to user and hashtag searches, the update enables Threads to surface niche discussions and trending debates more effectively. Early tests show a 34% increase in time spent on the app after the feature was rolled out to beta users last month.
Meta’s product lead, Chris Cox, stated in a press release: “We’re building Threads to be the go-to place for live public conversations. Advanced search is the foundation for that vision.” This aligns with industry reports indicating that 71% of social media users rely on search to discover new content, making the feature a critical retention driver.
For the first time, Threads now displays a “Trending Now” section on the For You feed, curated by Meta’s algorithm. The list updates every 15 minutes and includes topics from sports and entertainment to breaking news. Unlike X’s algorithm, Threads’ trending topics prioritize verified accounts and authoritative sources, reducing the spread of misinformation.
This move has been praised by digital media analysts. According to a report from the Reuters Institute for the Study of Journalism, Twitter/X’s microblogging format has lost 40% of its news publishers since 2023. Threads’ curated approach could attract journalists and creators seeking a more reliable environment.
Meta also introduced granular moderation controls, including the ability to mute specific keywords, limit replies to verified users, and report coordinated harassment with a single tap. The company has invested in AI-driven content review, demonstrating
