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Threads is testing several new features like scheduling and analytics

The new features seem aimed at brands and content creators.

Threads, which just passed the one-year mark since its official launch on July 5th, 2023, now has more than 175 million monthly active users, including some celebrities and brand accounts. A new Insights page, for example, offers data breakdowns for accounts such as follower demographics, interactions, and “views” — a metric Instagram has been pushing as the primary way to understand how content is performing. In some cases, the people running the platform have purposely tried to distance themselves from what Twitter was; Instagram head Adam Mosseri said early on that Threads wouldn’t prioritize news or recommend political content, the very topics that made X useful in the first place.

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