Threads Hits 275 Million Users But Still Trails Elon Musk’s X

Meta’s social media platform Threads has reached more than 275 million monthly active users, marking a significant milestone in its short history. Despite this rapid growth, the platform still trails far behind Elon Musk’s X, formerly known as Twitter, according to Instagram CEO Adam Mosseri.

Threads’ growth trajectory has been noteworthy. The platform took almost a year to reach 175 million users after hitting 100 million in its first few days. Yet, in the three months following the 200 million user mark, Threads surged past 275 million users, demonstrating a renewed wave of momentum. This expansion highlights both the appeal of Threads as a text-based social media alternative and the effectiveness of Meta’s strategies to engage and retain users.

What is Driving Threads’ Growth?

Mosseri did not pinpoint a single reason for Threads’ user growth. Analysts and social media experts often attribute its success to a combination of factors:

1. Meta’s Cross-Promotion – Leveraging its massive user base across Instagram and Facebook, Meta has actively encouraged sign-ups for Threads, creating a seamless onboarding experience for existing users. This strategy capitalizes on the loyalty of Instagram users who are familiar with Meta’s ecosystem.

2. Discontent with X – Threads’ rise has also coincided with growing dissatisfaction on X. Elon Musk’s platform has faced criticism for what some users perceive as a lax approach to misinformation, hate speech, and harassment. Threads presents itself as a cleaner, safer, and more community-focused alternative, attracting users who may be wary of X’s evolving moderation policies.

3. Content Innovation – Threads’ integration with Instagram’s interface allows users to effortlessly share and cross-promote content. Its simple and visually clean layout encourages frequent posting and engagement, helping it maintain steady activity among early adopters.

Despite these growth factors, Threads still lags behind X in absolute numbers. As of April 2024, Elon Musk reported that X had over 600 million monthly active users, nearly double the current size of Threads. This is a considerable leap from the 368.4 million users at Twitter’s peak in 2022.

Closing the Gap: Threads Momentum Resumes

Although Threads has yet to surpass X, the recent surge indicates that its momentum is recovering after a temporary slowdown. The platform initially captured attention quickly but experienced a plateau as it sought to retain new users and build long-term engagement.

The key challenge moving forward is keeping users engaged. Unlike platforms that thrive on content diversity and network effects, Threads must continuously provide reasons for users to return, post, and interact. Mosseri and the Meta team are aware that user engagement is the ultimate measure of success, not just sign-up numbers.

Challenges and Criticisms Facing Threads

While Threads has achieved impressive milestones, it still faces notable challenges that could affect its growth:

1. Perceived Lack of Engagement – Many users feel that Threads lacks the same level of interactivity and discussion found on X. The platform is often described as “quiet,” which can discourage new users from actively posting.

2. Safety and Moderation Concerns on X – In contrast, X’s moderation policies have drawn criticism for allowing potentially harmful content to circulate. While X has attempted to increase transparency by allowing barred users to view public posts, critics argue that this policy may make it easier for stalkers, harassers, or abusers to monitor other users, causing some to leave the platform entirely.

3. Balancing Growth and Trust – Threads must maintain a delicate balance between rapid expansion and trust-building measures. Users increasingly prioritize platforms that enforce robust safety measures, especially in the era of digital harassment and misinformation. Any perceived failure in this area could hinder long-term retention.

Threads vs. X: Numbers and Influence

The comparison between Threads and X is more than just a numbers game; it reflects strategic positioning in the social media landscape:

• Threads: 275+ million users (as of mid-2024)

• X: 600+ million users (April 2024)

• Growth Drivers for Threads: Meta’s ecosystem integration, user dissatisfaction with X, cleaner interface, and strong Instagram linkages.

• Challenges for Threads: Lower engagement, retention of active users, and competition from established platforms.

The numbers show that while Threads has made significant strides, catching up to X will require continuous innovation, safety improvements, and strategic user engagement initiatives.

What Users Are Saying

User feedback provides insight into Threads’ strengths and weaknesses:

• Positive Sentiment: Many users appreciate Threads’ streamlined interface, the integration with Instagram, and the safer environment compared to X. Its ability to post quickly, follow friends, and engage in discussions without overwhelming noise is seen as a major advantage.

• Criticisms: Other users highlight low interactivity, a limited sense of community, and the lack of advanced features for content discovery. Unlike X, which has trending topics, hashtags, and viral content algorithms, Threads is perceived as less dynamic.

These insights suggest that while Threads appeals to a specific audience, further enhancements will be necessary to broaden its reach and compete more directly with X.

The Role of Meta in Threads’ Success

Meta’s involvement has been pivotal in Threads’ rapid adoption:

1. Seamless Instagram Integration – Users can migrate effortlessly from Instagram to Threads, retaining followers, profiles, and engagement metrics.

2. Marketing and Awareness – Meta has leveraged its massive advertising ecosystem to promote Threads, ensuring high visibility.

3. Continuous Updates – Regular feature improvements, such as enhanced posting tools and content discovery, aim to improve the overall user experience and encourage long-term retention.

Despite these advantages, the competition with X remains fierce, and Threads must continue evolving to stay relevant in an ever-changing social media environment.

Looking Ahead: Can Threads Close the Gap?

Threads’ growth trajectory shows promise, but several factors will determine whether it can close the gap with X:

• User Engagement: The platform must create more reasons for users to post, comment, and interact. Gamification, content recommendations, and community-building tools may help.

• Safety Features: Prioritizing user trust through enhanced moderation and robust privacy measures could differentiate Threads from competitors.

• Innovation and Differentiation: Introducing unique features, exclusive integrations, or AI-driven content discovery could help Threads carve out a distinct niche.

• Global Expansion: Targeting markets where X has limited penetration could accelerate Threads’ user base growth.

Conclusion

Meta’s Threads has demonstrated remarkable growth, surpassing 275 million monthly active users in just a few months. Yet, it still trails far behind Elon Musk’s X, which maintains over 600 million active users. The platform’s rise has been fueled by Meta’s ecosystem advantages, user dissatisfaction with X, and a clean, simple interface, but engagement and safety challenges remain.

The social media landscape continues to evolve rapidly, and Threads must navigate retention, trust, and innovation challenges to maintain momentum. While the platform shows potential to narrow the gap, achieving parity with X will require strategic updates, enhanced user engagement, and a continued focus on safety and content quality.