After multiple complaints over its algorithm, Meta's X rival Instagram Threads is indeed making changes that will enable the app to surface more content from people you follow in its algorithmic feed.

Instagram head Adam Mosseri said in a Threads post that the social network has adjusted its algorithm to show less content from accounts that you don't follow.

"We are rebalancing ranking to rank more content from accounts you followed, which will mean fewer recommended posts are from accounts you don't follow and more posts from the accounts you do starting today," Mosseri wrote in the post.
He cautioned that "unconnected" reach for creators might go down.

For you creators out there, you should see unconnected reach go down and connected reach go up. This is definitely a work in progress-balance the ability to reach followers and overall engagement is tricky-thanks for your patience and keep the feedback coming," Mosseri added.

The global social network rolled out the ability for users to create custom feeds earlier this week, allowing people more control over what kind of content they see. In addition to those custom feeds, Threads still has a Following feed, though the app defaults to the algorithmic For You feed under control by Meta.

Meta is shifting quickly at a time when many users are heading to Bluesky, which has now crossed 20 million. Though the numbers do differ considerably, as Threads boasts a number higher than 275 million monthly active users, Bluesky is displaying competitive daily active users compared to that of Threads, according to market intelligence firm Similarweb.