This week, Meta Platforms, Inc., introduced new feed controls on Threads under a feature called Dear Algo. The feature allows users to influence what types of content they see more or less of in their feeds. While this update lives on a consumer platform, it points to broader changes in how social content is being distributed across Meta’s ecosystem.
It is easy for operators to dismiss this update because it launched on Threads, a platform many gaming brands are not actively using. However, Threads plays an important role inside Meta as a testing environment for new feed features and user controls before they are introduced at scale. Because Threads does not carry the same revenue pressure or advertiser expectations as Meta platforms such as Instagram or Facebook, the company has more room to experiment and refine features without major commercial risk.
Updates that perform well on Threads can later inform changes across Meta’s larger platforms.
For operators, the relevance is not about whether Threads itself becomes a priority channel. It is about recognizing the direction Meta is signaling in how feed mechanics may evolve across Instagram and Facebook, where most gaming brands are already active.
Social distribution is increasingly shaped by user preference and interest signals. Content is being ranked based on what people choose to engage with over time, not just short-term performance. This makes it harder for purely promotional content to maintain visibility in feeds.
Most operator social strategies are still built around promotional cadence. Bonus reminders, event announcements, and branded graphics serve a functional purpose, but they do not always align with how players use social platforms. As users gain more control over what appears in their feeds, content that feels repetitive or transactional is more likely to be deprioritized.
Discovery is also shifting. Platforms are surfacing more content based on interest patterns rather than follower relationships. This creates new opportunities for operators to reach players outside of their existing audiences, but it also increases competition for attention. Content needs to signal relevance quickly to earn continued distribution.
For operators, this has practical implications. Social media should be treated as part of the player experience, not just a promotional channel. Content that reflects real moments, experiences, and information players care about is more likely to remain visible than content designed only to deliver offers.
Meta’s rollout of Dear Algo is one example of a broader trend toward user-influenced feeds. Operators who pay attention to these early signals will be better positioned to adapt their social strategies as feed mechanics continue to evolve.
