Right, let’s talk about something that happened whilst most of us were probably scrolling through our phones at 2am (again). Threads – you know, Meta’s attempt to give X Twitter the boot – just announced they’ve hit 400 million monthly active users.
That’s roughly the same as the entire United States population plus 53 million extra people, if you’re keeping track.
From “Zany Idea” to Proper Platform
Two years ago, Threads launched as what Instagram head Adam Mosseri himself called a “zany idea to compete with Twitter.” Fast forward 24 months, and it’s become what he’s now calling “a meaningful platform that fosters the open exchange of perspectives.”
Translation: it’s not going anywhere, and neither should you ignore it.
The Numbers Game (Because We Love a Good Stat)
Here’s what caught our attention: Threads added 50 million users in just the past quarter. That’s like adding the entire population of South Korea to your platform in three months. Not too shabby for a social media app that half the internet still forgets exists.
Meanwhile, X (still weird calling it that) sits at around 600 million monthly users. But here’s the kicker – whilst X’s daily users dropped by 15.2% year-on-year, Threads saw a massive 127.8% increase.
The writing’s on the wall, folks.
What This Actually Means for Your Business
Look, we’re not here to tell you to abandon every other platform and go all-in on Threads. That would be mental. But what we are saying is this: 400 million people are hanging out somewhere, and if your ideal clients are among them, you might want to pay attention.
The Reality Check
Threads is still finding its feet. The platform’s web traffic is nowhere near X’s numbers (6.9 million daily visits versus X’s 145.8 million), which tells us people are primarily using the mobile app.
What does this mean for you? Mobile-first content – think thumb-stopping visuals, punchy captions that work on small screens, and posts that make sense when someone’s scrolling through at speed. Save the lengthy manifestos for your blog.
The Opportunity
Threads has been rolling out features like they’re going out of fashion: DMs, custom feeds, AI enhancements, and fediverse integrations (fancy speak for playing nicely with other social platforms).
Each new feature is an opportunity to connect with your audience in fresh ways. And with 50 million new users joining every quarter, there’s a constant stream of people discovering the platform for the first time.
What Kind of Content Actually Works on Threads?
Here’s what we’ve learned from watching the platform evolve: Threads rewards authentic conversation over polished perfection. Think less “corporate announcement” and more “that thing you’d actually say to your mate over coffee.”
What’s working:
- Quick insights and observations (the platform loves bite-sized wisdom)
- Behind-the-scenes moments that feel real
- Genuine questions that spark actual discussion
- Industry hot takes that aren’t just rage-baiting
What’s not working:
- Copy-paste content from other platforms
- Overly salesy posts (the community can smell them from 42 miles away)
- Corporate speak that sounds like it came from a marketing manual
Which Businesses Should Pay Attention?
Not everyone needs to be on Threads, and that’s perfectly fine. But if you fall into any of these categories, it might be worth a look:
Service-based businesses: Coaches, consultants, designers, marketers – basically anyone whose personality is part of their brand. Threads loves human connection over corporate polish.
Local businesses: The community vibe on Threads is strong, making it brilliant for connecting with people in your area.
Creative industries: Artists, writers, content creators – the platform’s casual nature lets your personality shine without the pressure of perfect Instagram squares.
B2B with a human touch: If you can make business boring topics actually interesting (hello there), Threads might be your playground.
The common thread? (See what we did there?) Businesses that thrive on authentic conversation rather than just broadcasting messages.
Should You Be on Threads?
Here’s our honest take: if you’re already stretched thin managing your current social media presence, don’t add another platform just because everyone’s talking about it.
But if you’ve got bandwidth and your audience is naturally curious about new platforms, Threads might be worth a 24-day experiment. Give it nearly a month, post consistently, engage authentically, and see what happens.
The Bottom Line
Threads isn’t just surviving – it’s thriving. Whether it becomes the next big thing or settles into being a solid alternative to X remains to be seen. But with 400 million monthly users and counting, it’s earned its spot at the social media dinner table.
The question isn’t whether Threads will stick around (it will). The question is whether you’ll be there when your ideal clients start looking for you.
Ready to figure out where Threads (and every other platform) fits into your actual business strategy?
Stop guessing and start growing. Book a free Growth Strategy Session where we’ll map out exactly which platforms deserve your time and energy.
