Threads is testing a feature that lets users pick a custom image or animation that appears when someone likes their posts. Threads head Connor Hayes said the test is running with select users in South Korea, Brazil and Indonesia. It is a small engagement test for now, but it comes as Threads becomes a bigger part of Meta's ad inventory.
What is being tested
Users in the test can set a personalised graphic, such as an emoji, sticker or GIF-style animation, as the reaction shown when other people tap like on their posts. Social Media Today reports that the setting belongs to the profile, not to individual posts, so a user cannot choose a different like reaction for each post.
Social Media Today's headline says the feature has launched, but the article describes a limited test with select users, so most accounts will not see it yet.
Why it matters for advertisers
Threads is now a default placement in Meta campaigns, so changes to how people interact on the app affect the environment your ads run in. A more playful like button is designed to get people tapping, and more engagement on organic posts generally means more time in the feed.
For brand profiles, Social Media Today suggests a custom like could carry a product launch, a seasonal theme or an event. That is the publication's idea, not a confirmed Threads plan, and there is no paid or ads-specific version of the feature.
Who should pay attention
Brands with an active organic Threads presence in South Korea, Brazil or Indonesia are the only ones who could see the test now. For performance buyers running Threads as part of Advantage+ placements, nothing changes in Ads Manager and no reporting is affected.
What to do about it
There is nothing to set up today. If the feature reaches your markets, treat it as a cheap branding touch for your organic profile rather than a growth lever. Keep watching Threads placement results in your breakdowns, since its share of delivery is growing whether or not you opt in deliberately.
What it means for you
- Threads is testing profile-level custom like reactions with select users in South Korea, Brazil and Indonesia.
- It is an organic feature only, with no ad product or Ads Manager change attached.
- Brands in test markets could use a custom like for launches or seasonal themes.
- Keep checking Threads in placement breakdowns, since it is now a default placement.
