Unfortunately, the app’s search function is garbage. Much like Instagram, Threads only lets you browse for accounts, not keywords. And because the community is built entirely on the back of a visual app—one that is not particularly useful for rapid, text-based updates—it tends to be popular with cultural and visual creators. Thus, finding any information about the fires was nearly impossible. I searched high and low to see if any of the helpful Twitter accounts also had accounts on Threads; I couldn’t find any. The National Weather Service has no Threads profile at all, let alone local affiliates. In desperation, I simply searched “Oregon” to see if I could find any fire news from the accounts affiliated with the state. I didn’t see any posts, but I did see some lovely flower footage on the Visit Oregon account.
In my weeks of using Threads, I’ve found that the algorithm seems to prioritize serving me verified users who are popular in sports, culture, and art, rather than news sources. According to Meta executives, this is on purpose: The head of Instagram said earlier this month that Threads would purposely not try to cultivate hard news but focus more on “sports, music, fashion, beauty, entertainment.” If this is really going to be the positioning of Threads moving forward, that’s not only bad news for media accessibility but also for disaster response. Important posts about fires or floods seem doomed to take a back seat to Dane Cook’s musings.
This is not to say that there won’t one day be a natural disaster big enough to break through the Threads algorithm, or that one of the other platforms will become popular enough to supplant Twitter. But the power of Twitter—or X, as Musk has rebranded it—was never its popularity. Even at its zenith, Twitter was much less commonly used than Facebook and Instagram. But in a media landscape where local coverage is dwindling by the day, it was an invaluable tool for spreading news.