Threads updates custom feeds access with new dropdown menu

Threads has changed how users access custom keyword feeds, rolling out a new dropdown menu at the top left of the main feed. This update aims to streamline topic-based browsing and help users zero in on the conversations that matter to them. For creators, founders, and marketers seeking organic reach, the change marks Threads’ latest move to differentiate itself in the competitive social app landscape.

A recent update brings a "Feeds" drop-down menu to the mobile app, replacing the previous method of swiping between feeds. Now, tapping the top-left menu reveals all saved keyword feeds, with options to reorder them using a pencil icon or create new ones with the plus button.

The key changes with this update include:

Dedicated "Feeds" menu at the top left of the main feed

Simpler navigation to view all custom and keyword-based feeds

Editable order for feeds through the menu interface

Quick creation of new feeds from the same menu

Previously, users needed to pull down and swipe horizontally to switch feeds—a workflow many found unintuitive. Moving to a dropdown approach not only simplifies access but may encourage more focused engagement, as users must intentionally select and organize their interests.

Custom keyword feeds were first rolled out by Threads in November 2023 as part of a push to make the platform more dynamic for timely discussions. Topic feeds let users browse posts tailored to select interests, much like hashtag streams, granting access to niche or fast-moving dialogues.

Yet, Threads’ leadership remains realistic about adoption. According to Adam Mosseri, frequently requested features like custom feeds, lists, or trending topics tend to spark excitement with power users but seldom drive a surge in overall daily use. Despite this, Threads continues introducing such options to satisfy their most committed community members.

Platforms like TikTok have reset user habits, making algorithm-driven feeds the norm. On TikTok, users are shown content inferred by their activity rather than through manually curated lists. Every major platform now mimics this approach to sustain engagement. For creators and brand marketers, this reinforces why placing the right keywords or hashtags in posts is critical for discoverability, as manual feed navigation no longer dominates behavior.

This shift also helps explain why growing follower numbers on Threads is a slower process than it was on X (formerly Twitter). People expect platforms to serve up personalized content automatically, opting out of the effort to follow accounts or manage topic feeds.

While the dropdown feed menu is unlikely to alter usage overnight, it lowers the barrier to building a more tailored Threads experience. Brands and creators can leverage this by encouraging audiences to add their custom feeds—or by ensuring their posts surface for relevant keywords.

The change lands amid an ongoing battle for creator and marketer attention. For example, TikTok’s Fan Clubs have gamified livestream engagement, showing platforms are eager to foster deeper, topic-based relationships in new ways.

Industry watchers expect Threads will continue enhancing personalization and real-time discovery tools, especially as rivals experiment with new engagement mechanics. For now, the dropdown menu stands as a small but practical tweak, aiming to help users find and organize their digital interests with less friction.

Those experimenting with custom feeds should track how their audience interacts with niche topics and measure any impact on reach or engagement. As platform features evolve, using every available tool to stand out may prove essential for organic growth.