Threads Getting Significant Updates

As Threads continues a push to gain (and retain) users, it is live-testing its application programming interface, or API, with select partners.

What this means for users, perhaps most significantly for social media managers and those who run businesses where social plays a large part of their marketing, is that third-party platforms can be used for things like scheduling posts and tracking performance metrics.

“The API currently enables users to authenticate, publish threads, and fetch the content they posted through these tools—and soon, we will enable reply moderation and insights capabilities,” Jesse Chen, an engineer working on Threads, posted on the platform. “We are now testing with a small number of partners—Grabyo, Hootsuite, Social Newsdesk, Sprinklr, Sprout Social, and Techmeme—as well as a few independent developers.”

It’s worth noting that Meta appears to be proceeding carefully with its Twitter-like platform, perhaps taking lessons from the problems with that app, now called X. Meta has been open about its aim to keep Threads a positive place, and we know from basically every other app how easily that can go awry when it gains too many users too quickly—things can get out of control.

For now, we’ll have to wait and see what Threads’ next move is.

Creating On-Trend Content on TikTok

TikTok has introduced TikTok Trends Digest, designed to help creators capitalize on popular content on the app.

Each month, TikTok will share what it identifies as popular “trend moments,” along with tips on how marketers can tap into the current trends and examples of how brands and creators have done so successfully.

“When it comes to defining trends on TikTok, there’s a difference between what’s trending now and being on-trend—we refer to these as ‘trend moments,’ versus ‘trend signals.’ Numerous small trend moments make up a larger trend signal,” it reads on TikTok’s business blog. “Focusing on trend moments can be a challenge as keeping up with trending content requires a high level of reactivity. On the other hand, trend signals represent a more accessible entry point for brands to stay on-trend by building a solid foundation and understanding of trending content.”

(Photo: Getty Images Plus/pressureUA)

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