Threads aware its algorithm is being gamed

Meta’s popular social media platform, Threads, has finally acknowledged and begun addressing the growing problem of engagement bait. This follows unending complaints from users who have noticed a surge in posts designed to provoke strong reactions or spark heated debates.

The issue notoriously came to light last month when senior correspondent at Business Insider Katie Notopoulos conducted an experiment to test the effectiveness of engagement bait on Threads. She found that by crafting posts that were intentionally divisive or attention-grabbing, she could easily manipulate the platform’s algorithm to reach a wider audience.

Notopoulos’ findings sparked a broader conversation about the problem of engagement bait on Threads. Many users expressed frustration with the increasing number of posts that seemed designed solely to generate comments and shares rather than contribute meaningful discussions. This, however, isn’t just a Threads problem. Platforms like X, especially ever since Elon Musk introduced premium tiers, have been infested by engagement bait.

In response to the growing concern, Threads’ Instagram boss, Adam Mosseri, recently revealed that the company was aware of the issue and working to address it. While he didn’t provide specific details about Meta’s plans, his statement is a clear indication that the company is taking the problem seriously.

We’ve seen an increase in engagement-bait on Threads and we’re working to get it under control. More to come.

This development follows weeks of growing user frustration. Threads, which has attracted a mix of users — including former X refugees and Instagram regulars — found itself overwhelmed by posts asking banal questions or provoking unnecessary debates, all aimed at generating engagement. And it worked — because Threads’ algorithm was boosting posts with the most comments. It’s not a new tactic, but it turned the platform into a hotbed for what’s known as “rage bait” — posts so aggravating you can’t help but reply.

Notopoulos’ experiment wasn’t the only wake-up call. Users themselves have started flagging the increase in engagement bait, and Meta is listening. Mosseri, while not offering specifics, confirmed that engagement bait isn’t what Threads is aiming for and hinted that changes are on the way. His words, “There’s more to come,” signal that the company is now working on tweaking the algorithm to stop these posts from clogging up users’ feeds.

In short, the engagement-bait craze on Threads might finally have peaked. But Meta is clearly moving to address the problem, aiming to refine its algorithm to reward more meaningful interactions.