Meta's Threads is bringing another Twitter-like feature to the platform as it poses to compete directly against X (formerly Twitter).
Meta CEO Mark Zuckerberg posted on Threads this Wednesday that the platform is testing a new feature called "pinned columns" for the web, allowing users to view multiple feeds at the same time much similar to TweetDeck before it became the paid service X Pro.
Unlike TweetDeck however, Threads does not intend to make "pinned columns" part of a paid subscription package.
According to The Verge, the feature can host as many as 100 feeds at the same time that lets users "choose to have specific columns auto-update in real-time."
As of writing, the feature is only available to select areas. There is no indication if Meta plans to release the feature on its mobile app anytime soon.
Threads Expands User Feeds Outside of 'For You' Page
Bringing back Facebook's and Instagram's old following-based feed, the arrival of "Pinned Columns" can be seen as Meta's move to expand user experience outside of the "For You" page.
It can be remembered that Meta's recent changes on its user feeds have caused a lot of backlash amid the platform's push for Instagram Reels across its platforms while reducing recommended political content.
Although mobile users can still access a dedicated "Following" page on the app, the feature is not as easily accessible and visible as other social platforms.
With users having more control over what they see on their feed, users can circumvent some of Meta's content censorships built into its algorithm.
Threads Introduce More Twitter-Like Features Amid X's User Count Troubles
Despite X owner Elon Musk's marketing of the platform as the world's digital "town square," the platform has continued to lose users since the billionaire took over in 2022, according to CNBC News data.
According to data reports as of February, X recorded 174 million active daily users, a 15% decline from last year.
It is worth noting that the platform's monthly active users remain above the 500 million-mark even after the brand exodus of last year, Musk claimed.
With many of its paywalled features becoming a free access tool on other platforms such as Threads and BlueSky, X could be at risk of losing more users in the future as bots, censorships, and outages increase serve to increase dissatisfaction on the app.
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