Meta is taking a decisive step to reshape the user experience on Instagram and Threads, aiming to steer clear of the political content fervor that has characterized platforms like Elon Musk’s X (formerly Twitter). The tech giant announced it would cease the proactive recommendation of political posts across both platforms, aligning with its broader strategy to foster a less divisive online environment.
This strategic shift mirrors actions already implemented on Facebook, where Meta has significantly dialed down the visibility of political content within various segments of the platform, including the Feed, Reels, Watch, and recommended Groups and Pages. With the U.S. 2024 elections on the horizon, Meta is extending this policy to Instagram and Threads, specifically targeting areas like Reels and the Instagram Explore page, as well as in-feed recommendations across both apps.
Meta’s approach marks a clear delineation from Twitter’s legacy as a hotbed for political discourse, positioning Threads as a platform with a distinct focus. Instagram’s leadership, particularly Adam Mosseri, has underscored this distinction, emphasizing that Threads will not serve as a platform for amplifying news content.
However, Meta clarifies that this change will only affect how content is recommended to users, not the visibility of posts from followed accounts. Content from non-recommended accounts that delve into political topics will still appear in followers’ Feeds and Stories but won’t be pushed to a wider audience.
Instagram is also introducing tools for professional accounts to monitor their eligibility for content recommendation. Accounts can adjust or remove content that affects their recommendation status and can appeal decisions or opt to modify their posting behavior to regain eligibility. While Meta hasn’t specified the duration an account must avoid political postings to become recommendable again, it does offer users the choice to enable political content recommendations in their settings—a feature that will also be available on Facebook in the future.
Meta’s decision to limit political content recommendations on Instagram and Threads is a strategic move that aims to prioritize user well-being and reduce divisiveness. By differentiating Threads from the politically charged atmosphere of platforms like X, Meta is crafting a more neutral space for social interaction. This decision, while potentially controversial, underscores Meta’s commitment to creating a harmonious online environment, recognizing the diverse preferences of its user base. It’s a delicate balancing act between content curation and freedom of expression, one that Meta navigates with cautious optimism as it looks ahead to the future of social media engagement.
