Adam Mosseri, Instagram chief, indicated that the Threads team is enhancing the app's link performance to attract more publishers by improving link ranking. He highlighted that links have been working better recently, although the actual exposure of these links can vary. Meta's complex history with link traffic makes it uncertain whether these efforts will consistently engage audiences. Mosseri also mentioned algorithm adjustments that focus on link visibility, alongside new analytics tools for tracking link performance, aiming to change Threads into a significant source of traffic.
We've been working on making sure links are ranked properly. Links have been working much better for more than a month now.
Meta has pledged to showcase a wider breadth of content to more users, which should mean that links do indeed see better resonance.
Meta's history with link traffic has been rocky, with the platform upping link post reach at times, in order to lure in more publishers.
In theory at least, Threads should be a valuable driver of traffic, if it does embrace a more real-time news approach.
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