Threads begins testing post scheduling as Instagram unveils scheduled DMs

This year, Meta has been on a roll with updates to Threads, its X (formerly Twitter) alternative app. From introducing custom feeds to letting users hide replies under their posts, the platform has steadily expanded its features likely to give users more control and personalization.

Now, Threads is testing the ability to schedule posts—a feature that could make the app even more appealing to brands and content creators. Adam Mosseri, head of Instagram, announced the feature, explaining that users will be able to schedule posts directly within the Threads app.

The scheduled posts will appear in a dedicated drafts folder, where they can be edited or deleted before going live. However, replies won’t be part of the scheduling feature, as Threads aims to keep conversations spontaneous and in real-time. While Mosseri didn’t share a specific timeline for a wide roll out, he noted that the feature has been in development for months.

With over 100 million daily active users and 300 million monthly active users as reported by Mark Zuckerburg, the app has seen significant growth since its launch in 2023. And features like post analytics, tested earlier this month, and now scheduling, hint at Meta’s efforts to attract professional users while setting the stage for potential future monetization opportunities.

Meanwhile, Meta has also been busy refining other parts of its ecosystem. Earlier this week, Instagram rolled out scheduled direct messages (DMs), complementing its existing post-scheduling capabilities.

Overall, I think Threads’ scheduling feature could be a game-changer when it rolls out, especially for those managing campaigns or posting during peak engagement times. It could also help the app compete with third-party tools that offer scheduling, but often at a cost.

At the same time, since competitors like X and Bluesky currently don't offer a feature of this kind yet, it may help Threads stand out to users. But that remains to be seen.