Threads Update: New Media Tab & Photo Tagging

Threads Introduces Dedicated Media Tab and Photo Tagging

Meta’s social platform, Threads, revealed on Thursday the implementation of a specialized “media” tab designed for both images and videos. This update follows similar moves by competing platforms like X and Bluesky, which recently introduced dedicated video sections.

Furthermore, Meta is now enabling users to identify and tag individuals within the photos they post to the network.

Enhanced Media Viewing Experience

Adam Mosseri, the head of Instagram, announced the new media tab via a Threads post. He explained that this feature will provide a streamlined way for others to view all photos and videos a user has shared on the platform.

Mosseri acknowledged that the addition was a frequently requested improvement from the Threads community.

Competition in the Social Media Landscape

This development positions Threads to more effectively compete with video-centric applications, such as TikTok. The potential ban of TikTok in the U.S., however, is currently subject to a temporary suspension.

Alongside the media tab, a “markup” feature, unveiled the previous week, is also being deployed globally. This allows users to easily share their reactions to existing posts.

Growth and User Engagement

The announcement coincides with the disclosure by Meta CEO Mark Zuckerberg that Threads has reached 320 million monthly active users (MAUs). This represents an increase from the 300 million reported last month.

This growth is particularly significant when contrasted with the recent performance of Bluesky.

Bluesky’s Growth Trajectory

Data from Similarweb, a market intelligence company, indicates that Bluesky is experiencing a deceleration in user acquisition. Growth slowed to less than 10% month-over-month in December 2024, a considerable decrease from the 189% growth observed in November.

Despite this slowdown, Bluesky continues to expand its user base.

Meta’s Strategy for Threads

Meta is actively focused on increasing Threads’ user base through consistent feature additions. Recent enhancements include a post scheduling tool, compatibility with profiles from other fediverse servers, personalized feeds, and AI-driven summaries of trending subjects.