It's hard to believe that it's been a full year since Meta launched Threads, its text-based social app designed to compete with X (formerly Twitter). In that time, Threads has made significant strides, attracting users who have been disenchanted with the changes implemented by Elon Musk at X. The app, which leverages its connection to Instagram, has now reached an impressive milestone of 175 million users on its one year anniversary.
While Threads' growth has been steady, it still has some ground to cover before it can truly rival X in terms of active users. X currently boasts 250 million daily active users, a number that has remained stagnant since November 2022, shortly after Musk's takeover. However, Threads is closing the gap, adding an average of 5 million new active users per month over the last three months. If this growth rate continues, Threads could potentially surpass X in active users by October 2025.
One of the key factors contributing to Threads' success has been its ability to attract specific communities that have felt alienated by X's recent changes. Tech communities, left-leaning political commentators, and entertainment personalities have found a new home on Threads, moving their discussions and engagement away from X. However, other communities, particularly those centered around sports and live events, remain loyal to X due to its real-time feed and curated "Following" lists.
Despite its resistance to political content and ideological debate, Threads is not entirely shying away from real-time news. Instagram chief Adam Mosseri has stated that the app aims to be a place for news related to sports, fashion, and major events like the NBA finals, Super Bowl, Met Gala, Grammys, and Emmys. By focusing on these areas, Threads hopes to provide a more positive and engaging user experience while avoiding the divisiveness that often accompanies political discussions.
As Threads continues to grow and evolve, the team behind the app is working on improving its real-time engagement capabilities. Mosseri has acknowledged that this has become an increasing focus over time, and the development of better solutions to keep users updated on breaking news is underway. While X may currently have an advantage in this area, Threads' commitment to a more positivity-focused approach could ultimately prove to be a winning strategy.
Looking ahead, Threads is well-positioned to continue its growth and potentially overtake X as the preferred platform for real-time social engagement. With Meta's resources and the app's integration with Instagram, Threads has the potential to attract even more users and communities. As the app introduces advertising opportunities for marketers, it will be interesting to see how brands and businesses adapt to this new platform.
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