Threads search is coming, but when?

Threads search has been limited to searching for accounts. But now Threads is testing text search in New Zealand and Australia.

“Search is coming to Threads,” according to Meta CEO Mark Zuckerberg.

Zuckerberg shared the news via Threads about an hour ago, but it’s unclear when it’s coming. But if he’s hyping it up, Threads search must be near.

Why we care. The Threads app launched without several basic and expected features – such as the ability to search for posts using words. We have been frustratingly limited to only searching for accounts, but it seems that will finally change soon, which means more opportunities for your posts to be discovered.

Search being tested now. Threads Search is now being tested in New Zealand and Australia, TechCrunch reported. Search will rollout to more English-speaking countries but we don’t yet know when.

What it looks like. Here’s a screenshot for a Threads search for [tennis], via TechCrunch:

What Meta is saying. “We are actively listening to the community’s feedback and working on more features to improve the search experience,” the company said in a statement.

Better late than never? Threads took just five days to get 100 million users. However, in the weeks since, engagement has declined and it has an estimated 8 million daily active users now. We’ll soon find out whether launching the web version of Threads and having actual useful search can help reverse Threads’ downward trend.

Dig deeper. Threads FAQ: Everything marketers need to know

“For you on Threads”. Meanwhile, in another attempt to lure in users, Instagram has started testing a For you on Threads carousel with a link to open the app, TechCrunch reported.