Meta’s microblogging platform, Threads, is witnessing significant growth as users increasingly prefer the app over competitors such as X. During the company’s fourth-quarter earnings presentation on Wednesday, CEO Mark Zuckerberg announced that Threads has reached 320 million monthly active users (MAUs), a notable increase from 300 million just a month prior. This figure marks a substantial rise from the 275 million MAUs reported in November.
While the increase in MAUs may seem modest, it serves as a strong indicator that Threads is successfully maintaining its appeal as a favored platform among users in a saturated social media market, which includes rivals like Bluesky, Mastodon, and X. In contrast, Bluesky has experienced a slowdown in its growth rate, with a mere increase of less than 10% month-over-month in December 2024, following an impressive 189% growth in November, as reported by analytics firm Similarweb. Currently, Bluesky boasts a total of approximately 26.44 million users.
Zuckerberg further emphasized the platform’s momentum by revealing that Threads is attracting over 1 million new signups each day. This rapid influx of users highlights the platform’s growing popularity and its potential to capture a larger share of the social media landscape.
To enhance user engagement and attract more users to Threads, Meta has been actively rolling out new features. Recent updates include the ability to schedule posts and view the number of impressions on individual posts. These enhancements are designed to improve the user experience and encourage more frequent interactions on the platform. Additionally, Meta appears to be exploring new monetization opportunities, as it is reportedly conducting an advertising experiment in the United States and Japan to leverage Threads’ expanding user base.
During the earnings call, Meta’s Chief Financial Officer, Susan Li, also provided insights into the ongoing improvements being made to Threads’ recommendation systems. These updates aim to prioritize more recent posts, highlight content from top creators, and ensure that users see more of the posts from accounts they follow. Li noted that the company is committed to enhancing custom feeds, allowing users to curate their feeds based on their specific interests and preferences.
Overall, Threads is positioning itself as a strong contender in the social media space, with its growing user base and continuous feature enhancements reflecting Meta’s commitment to fostering a vibrant and engaging platform for its users.
