Threads
How the Threads algorithm works
Threads rewards reply-driving content within the first 45 minutes. Always attach an image, because text-only posts reach about 40% less. Aim for 100-280 chars; longer posts lose reach.
By Tayyab, Founder
Where these numbers come from. The Threads profile cites 1 source, listed below: a statement by the platform.
- Stated by the platformMeta blog, August 2024
How the feed is assembled
In our Threads model, shares and reposts and comments each count for 4 likes, then saves at 2. Bars show multiples of a like.
- Shares and reposts4x a like
- Comments4x a like
- Saves2x a like
- Likes1x a like
The first-hour cliff
Threads is checked 45 minutes after a post goes out, 15 minutes before the first hour ends.
45 min
Check point
40%
Stall line vs your median
Replies, shares
Signals read
Our model treats a post below 40% of your own median engagement by then as stalled. Replies and shares count most in that window.
Best posting windows
Our Threads curve has 4 posting windows across 4 days, led by Tuesday 11:00 to 13:00 UTC at 2.03x a median hour. Sunday, Friday and Saturday have none.
TuesdayStrongest
11:00 to 13:00 UTC
2.03x
Wednesday
13:00 to 15:00 UTC
2.03x
Monday
10:00 UTC
1.89x
Thursday
11:00 UTC
1.89x
Times are UTC. Each figure is a multiple of a median hour.
Link policy
Threads accepts a link in the body and we model a 20% reach cost there; our profile still places it in the post body. The publisher accepts up to 5 unique links in one post.
Allowed
In the post body
-20%
Reach cost in the body
In the post body
Where yours goes
Posting cadence and cooldowns
The queue holds Threads to 6 posts a day and 30 a week, at least 1 hour apart. Seven days at the daily ceiling would be 42, so the weekly cap of 30 is the one that binds.
1h
Minimum gap
6
Posts per day, max
30
Posts per week, max
Format mechanics
Video leads on Threads in our profile, at +50% against a plain post, ahead of single image (+40%) and thread chain (+30%). Reply (-20%) sits below it.
Reach by format
- Video+50%
- Single image+40%
- Thread chain+30%
- Standard post0%
- Reply-20%
Hard limits
- Formats we publish
- Post and Carousel
- Ideal length
- 100 to 280 characters
- Platform limit (enforced)
- 500 characters
- Hashtags for reach
- 0 ideal, 1 before it costs you, inline
- Hashtags allowed
- 5 by the platform
- Images per post
- 20
- Video
- up to 300s, 100MB
- Image formats
- jpeg, png
Threads supports tags but they barely surface. 0-1 is fine; more is dilution.
How Content Drifter applies this to your Threads posts
Each row pairs one of the Threads numbers above with what the product does about it.
Threads engagement peaks around 11:00 to 13:00 UTC on Tuesday, roughly 2.03x a median hour.
An unscheduled post takes the next open peak slot in your timezone. On Pro and up those slots are ranked against this curve and your own posting history.
Best time to post schedulingVideo outperforms a plain post by about 50% on Threads.
Generation writes for the formats that carry a lift on Threads, not one body cross-posted everywhere.
Per-platform publishingOn Threads, a post below 40% of your median engagement at minute 45 is read as stalled in our model.
On Business and Agency plans with the boost engine switched on, we run that check at minute 45 against your own median, so a stall surfaces while it can still be acted on.
The algorithm-aware enginePosting more than 6 times a day, or inside 1 hour of your last post, works against you on Threads.
The queue honours that spacing when it assigns slots, counting posts you already published as well as ones you have queued.
The queueThreads posts land best between 100 and 280 characters, against a platform limit of 500.
The pre-publish check names the rule a post breaks instead of handing you a score.
Pre-publish performance read
Recent Threads algorithm changes
Only changes a person has reviewed appear here.
We have not published a recorded change for Threads since our last check. A person reviews every shift our daily canary flags before it appears here. How we watch for changes.
Threads algorithm questions
What is the best time to post on Threads?
Our strongest Threads window is 11:00 to 13:00 UTC on Tuesday, about 2.03x a median hour, then 13:00 to 15:00 UTC on Wednesday. Times are UTC, and the queue converts them to your timezone.
What does the Threads algorithm reward most?
Shares and reposts carry the most weight, about 4x a like in our model, then comments at 4x and saves at 2x. Threads rewards reply-driving content within the first 45 minutes. Always attach an image, because text-only posts reach about 40% less. Aim for 100-280 chars; longer posts lose reach.
Do links hurt reach on Threads?
Yes. Threads accepts a link in the body and we model a 20% reach cost there; our profile still places it in the post body. The publisher accepts up to 5 unique links in one post.
How often should I post on Threads?
The queue holds Threads to 6 posts a day and 30 a week, at least 1 hour apart. Seven days at the daily ceiling would be 42, so the weekly cap of 30 is the one that binds. The queue applies those caps on your own calendar day, not UTC.
Which post format performs best on Threads?
Video carries the largest lift on Threads in our model, roughly 50% above a plain post, ahead of single image at 40%.
How long should a Threads post be?
Between 100 and 280 characters; Threads allows 500, which is where we stop you. Hashtags work best at 0 and start costing reach above 1; the publisher accepts up to 5.
How soon can I tell if a post is working on Threads?
Minute 45. Our model reads a post below 40% of your own median engagement at that point as stalled, and replies and shares count most.
Every network we publish to
One record, one page, for each of the 9 networks.