By: Nick Gambino
Meta launched Threads in 2023 as a response to Elon Musk buying Twitter and turning it into X. The Mark Zuckerberg run company knew there was a void that needed to be filled and they swooped in at the right time with their own version of the text-based social media app.
Now the company has announced that Threads has just hit 150 million daily active users. For comparison, they were only at 100 million daily users in December, 2024. That’s incredible growth in just under a year. Over the summer they announced that they were at 400 million monthly active users.
“We have a lot more to build, but I’m really encouraged by the direction we’re heading in,” Head of Instagram, Adam Mosseri, said in a Threads post. “A big thank you to everyone who helps shape this community every day.”
While Mosseri is the Instagram CEO, he is still heavily involved in Threads and, in fact, was the leader who launched the app. He also stated that Threads is testing additional user controls, so that you can see more of what you want to see and less of what you don’t.
This algorithm personalization tool is being tested publicly on Instagram with a select number of US users starting this week. You can add and remove interests to sway your feed towards things you prefer to see and weed out things you’re sick of. These controls are currently being tested only on Reels.
With the rapid growth of the social media app, Threads has started to go all in on ads. Global ads were recently added to the platform and now they’re ramping up to launch video ads in the coming weeks.
Meta already owns some of the biggest platforms – Facebook, Instagram and WhatsApp. And now with Threads becoming a real contender, and possibly the leader in this particular type of social app, there’s no brick walls getting in the way of their upward trajectory.
