Instagram Threads Feed AI system

UPDATED MAR 7, 2025

The content you see on your Instagram Threads Feed is selected, ranked and delivered to you by an artificial intelligence (AI) system. Within one AI system, multiple machine learning models work together to deliver your experience. These models and their input signals are dynamic and they change frequently as the system learns and improves over time.

Overview of Instagram Threads Feed

When you view and interact with Threads, one of the underlying AI systems delivers the content you see in your Threads feed, which is powered by the Threads AI system. This feed is composed of content from people you follow and recommended content. When you’re scrolling through your feed, the AI system blends content from both accounts you follow and recommended content.

How Instagram Threads Feed works

The AI system behind Threads Feed automatically determines which content shows up in your feed, and in what order, by predicting what you’re most likely to be interested in or engage with. These predictions are based on a variety of factors, including what and whom you’ve followed, liked or engaged with recently. Here’s how it works:

Gather inventory
The system gathers a portion of the public content available on Threads and all the content posted by accounts you follow, which may include text posts, photos and videos that follow our quality and integrity rules.
Leverage signals
Next, the AI system considers a variety of input signals about the content. These signals might include how you've engaged with similar accounts, content or your interests.
Rank content
Finally, the system ranks content from the previous step. Content that the system predicts will provide more value for you is shown higher in your feed. This helps the system make content recommendations that more closely match your preferences.

How to customize what you see

Your experience on Instagram Threads Feed is personalized based on your activity, and you have options to control or customize what you see. Below, we describe how to do this with different in-product features. Options shown here may not be available to everyone.

Unfollow

To stop seeing certain content from a certain account, you can unfollow it.

Hide

In the three-dot overflow menu on a post, you can click “Hide” so you won’t see that post again in your feed. This action also helps to limit similar content from showing up in your feed.

Mute

If you don't want to see someone's content, you can mute that account.

See content only from accounts you follow

You can click the Threads logo on your home screen and then click “Following” to see content only from accounts you follow, in reverse chronological order. When you select this option, you won’t see recommended content.

Report

If you see something you think goes against our Community Guidelines, you can report it to us. You can also report posts that you think are spam or false information. The system will try to show you less content that is similar to the content you reported.

You can share a post by sending it to a chat, adding it to your story or sharing it to another app or site.

How the AI delivers content to you

We want you to see content you enjoy and find interesting. To achieve this, the AI system has models that help it make predictions about content you'll find most relevant and valuable. These prediction models use underlying input signals to help select content you're most likely to engage with.

Below are some of the significant predictions–and input signals that inform them–that we use in this AI system.

How likely you are to like a post