Meta is launching a new Tweetdeck-style UI for Threads on desktop globally, offering more customization and monitoring options. Users can create custom streams of Threads updates on various topics, displayed alongside “Following” and “For you” feeds. The new UI allows dedicated columns for favorite searches, tags, accounts, saved posts, and notifications, with an “Auto-update” feature for real-time content.

The Threads team is also developing an update for easy **drag-and-drop **column placement. This update enhances Threads as a news gathering and monitoring tool, beneficial for brand managers to track relevant discussions and key profiles. It aims to make Threads more valuable for real-time news engagement, similar to Twitter.

Despite initial resistance to real-time feeds due to spam and misinformation concerns, Threads is adapting with this new UI and a “Recent” sorting option in search results. Meta aims to balance real-time discussion with a different approach from Twitter, focusing on limiting the spread of political content primarily at the account level rather than the post level.

Instagram chief Adam Mosseri clarified that the Threads algorithm reduces the reach of accounts that frequently post political content but does not impact individual political posts or posts from followed profiles. This strategy aims to limit broader political discussion while allowing occasional political posts.

Overall, Threads is gradually establishing its place in the social media landscape with these new tools enhancing its utility.