Meta’s Head of Threads Shares Posting Tips Amidst Engagement-Bait Controversy

Meta’s popular platform Threads has been in the spotlight recently, facing criticism for the rise of engagement-bait posts. These are posts designed to spark reactions, often through controversial or emotional content. Despite this, the company is standing firm on its stance that posts that "drive conversation" will remain a key metric for recommendations on the platform.

The discussion around engagement bait was reignited after an experiment by a reporter, who tested how rage-bait content fared on Threads. Her findings showed that posts deliberately crafted to provoke anger in the comments section performed exceedingly well, raising concerns about content moderation and the overall quality of discourse on Threads.

In response, Adam Mosseri, head of Instagram and overseer of Threads, acknowledged the issue, stating that the company is aware of the growing trend of engagement-bait posts and is "working to get it under control." He followed this up with a post revealing that Threads had "found mistakes" in its content moderation enforcement, adding further fuel to the ongoing debate.

Despite these challenges, Threads continues to experience rapid growth, with more than 230 million global monthly active users as of September 2024, according to Sensor Tower. For comparison, X (formerly Twitter) had over 315 million global MAUs during the same period. As the platform evolves, Meta is now offering creators guidance on how best to engage with their audience.

Key Advice for Creators on Threads

Emily Dalton Smith, Meta’s VP of Product Management and head of Threads, recently shared recommendations on how creators can navigate the platform. Dalton Smith’s advice emphasizes the real-time nature of Threads, advising users to ensure their posts are timely and relevant.

Here are five key takeaways from Dalton Smith's conversation with Business Insider:

Focus on Engagement Through Comments:

Dalton Smith stressed that Threads encourages posts that "drive conversation." This means that posts likely to generate a large number of replies are more likely to be recommended by the platform. She advises creators to actively engage with their audience, as well as with other creators, to maximize attention and activity on their posts.

Direct Messaging Won’t Be Available Soon:

Despite the platform’s growth, Threads has no plans to introduce native direct messaging (DMs) any time soon. However, Dalton Smith mentioned that Meta is exploring ways to make it easier for users to connect and interact within the app. Currently, users can share content through Instagram DMs.

AI-Generated Content Won’t Face Distribution Penalties:

Dalton Smith reassured creators that AI-generated content won’t see a drop in distribution, even if tagged as such. Meta encourages users to label AI-generated posts, but it won’t negatively impact reach or engagement.

Monetization is Still in Testing Phase:

While Threads has begun limited tests for creator monetization, the platform is still not focused on running ads. According to Dalton Smith, the current priority is to continue building out the platform and supporting creators over the long term.

Weekend Posting Drives Higher Engagement:

Meta’s data shows that posting on weekends may lead to higher engagement. Dalton Smith explained that since Threads is a real-time conversation app, weekend posts tend to perform better. She also recommended creators post between two to five times a week to increase their impressions per post.

The Rise of Threads and Engagement-Bait Content

The rapid growth of Threads comes at a time when debates around content moderation and engagement bait have intensified. As Meta works to refine its recommendation system and reduce the prominence of rage-bait content, the company is also focused on balancing growth with quality user experience. With more than 400 exhibitors and 900 startups actively using the platform, the future of Threads seems promising, despite the challenges.

While Adam Mosseri has confirmed that Threads is taking steps to improve moderation, questions around rage-bait and politically charged content continue to swirl. Nonetheless, Threads’ burgeoning user base, now surpassing 200 million monthly users, signals that the platform is finding its footing as a major player in the social media landscape.

Conclusion

As Threads continues to evolve and grow its user base, the platform faces critical challenges in balancing engagement and content quality. With the rise of engagement-bait and rage-bait posts sparking concerns over content moderation, Meta is taking proactive steps to address these issues while providing clear guidance to creators.

Emily Dalton Smith's advice highlights the importance of real-time conversations, strategic posting, and active engagement, signaling that Meta aims to create a more authentic and meaningful experience on Threads.

As the platform further refines its approach to content moderation and monetization, it’s clear that Threads will continue to play a significant role in the broader social media landscape, offering creators new opportunities to connect with their audience while addressing the complexities of digital engagement.