In 2023 came the launch of Meta’s social media platform Threads. It is rapidly closing the gap with its archrival X in terms of daily active users. The platforms have collectively been growing in popularity, with TikTok recently hitting an average of around 115 million daily active users (DAUs) on mobile. This significant surge has placed Threads quickly behind X, which is said to have approximately 132 million DAUs.
Since its debut, Threads has attracted a lot of attention and subsequent engagement from users — fueling its positive growth, upward trend. DAUs continues to grow, demonstrating that users are going crazy for its new features. This vigorous reception demonstrates its ability to hold its own in the ever-competitive social media space. As Threads continues to grow, it has become a noteworthy player, demonstrating its relevance in a market dominated by established platforms.
Though launched separately, Adam Mosseri, the head of Instagram, has been running Threads since its inception. With his leadership guiding the ship, the platform continues to focus on improving user experience. At the same time, it is deepening its functionalities to lure a wider user base. The strategic direction provided by Mosseri is evident in the platform’s user growth, as it seeks to carve out a distinct identity separate from Instagram while maintaining the interconnectedness that users have come to expect from Meta’s offerings.
As Twitter converts to X, Twitter’s new focus makes the battle over the Tread’s growing DAU user base more competitive. Analysts are watching this emerging rivalry with great interest because it’s a sign that social media users’ allegiances might be changing. Meanwhile, Threads is zooming up the ladder. Its rapid trajectory suggests it will indeed further disrupt the incumbents’ market, forcing other platforms to freshen up and reorient themselves toward what users really want and need.
What makes Threads a success is that it provides something different. It draws in users who are looking for a new, less toxic take on social media. As the platform continues to refine its features and engage with its audience, it may further solidify its position in the market.