Meta’s Threads turns one

Meta’s Threads launched a year ago this week and since then, it has reached 175 million active users, CEO Mark Zuckerberg announced on Wednesday.

Despite steady growth, the app has not yet matched the scale and influence of its competitor, X, which reported 250 million daily users and 550 million monthly users in March.

A bit of backstory
Threads entered the market during a tumultuous period for X with the idea of capitalizing on Musk’s Twitter takeover.

And it worked
Within the first three months of its launch, Meta acquired nearly 100 million users. By the end of 2023, Threads’ user base surged past 150 million. For a moment, it appeared poised to challenge the bird app.

Still growing
According to Zuck, the app has added roughly 25 million active users in the past three months.

Thread’s appeal is further bolstered by its popularity among Gen Z, partly driven by entertainment and music content.

However, the platform’s ability to foster engaging conversations that translate into effective monetization strategies remains uncertain.

Despite rapid growth, Threads lacks a dedicated ad platform. Meta’s strategy includes integrating the app with Instagram, facilitating a seamless user experience.

The platform has also partnered with A-list celebs like Taylor Swift, who joined it to promote her album in April. But the popstar hasn’t posted on the app since then.

Threads also wants to avoid hard-hitting topics, news, politics, and hot-button social issues, a decision that would be tested in the coming four months leading up to the presidential elections.