Meta’s social media landscape is shifting, as Threads—its flagship answer to X (formerly Twitter)—has crossed a major milestone. The platform now boasts over 350 million monthly active users, signaling both rapid growth and increased relevance in the social media space. This development brings Threads tantalizingly close to X, sparking new debates in the world of X marketing and social networking.
Meta’s Big Announcement: Threads’ Rapid Growth
In Meta’s latest earnings update, the company revealed Threads’ user base has surged past the 350 million mark. Alongside this impressive user growth, the platform has experienced a 35% increase in time spent by users. Meta attributes this to recent improvements in its recommendation algorithms, which have made Threads a more engaging space for users and, importantly, for brands considering X marketing alternatives.
A Meta spokesperson emphasized the platform’s momentum:
“With more people joining the vibrant conversations and communities on Threads, it’s on track to be Meta’s next major social app, and the best alternative to X and other text-based sharing platforms.”
This statement underlines Meta’s ambition to carve out a distinct identity for Threads, while simultaneously positioning it as a serious competitor in the X marketing sphere.
Closing the Gap: Threads vs. X Monthly Active Users
The competition between Threads and X is heating up. According to recent reports, X claims to have 600 million monthly active users (MAU). While this figure still nearly doubles Threads’ current user base, the gap is narrowing fast—especially as Threads continues to attract new users and boost engagement rates.
However, questions persist about the accuracy of X’s numbers. In May 2024, X owner Elon Musk claimed the platform had 600 million users, yet official reports from X at the time placed the number at 550 million. This discrepancy, combined with longstanding concerns about the presence of bot accounts on X, has fueled skepticism.
Historically, Twitter’s management hesitated to aggressively remove bot accounts, fearing such action would expose much lower user numbers and hurt its stock price. Musk himself, during his acquisition of Twitter, estimated up to 33% of the platform’s users were bots, though he later revised this figure down to 20%. Nevertheless, after Musk initiated several bot purges, X’s reported user numbers not only remained steady but even increased—a development that defies logical expectations and casts further doubt on the platform’s self-reported metrics.
Is X’s Data Reliable?
The reliability of X’s usage data is a topic of ongoing debate, particularly among marketers evaluating X marketing strategies. Since X is no longer a publicly traded company, it’s under no obligation to provide verified user statistics, except in the European Union where regulations require transparency. Notably, X has lost 17 million users in Europe since Musk’s takeover—a significant decline that stands in stark contrast to the company’s global growth claims.
The conflicting data suggests that Threads may already be much closer to X in terms of active users than official figures indicate. If X’s reported numbers include a substantial number of bots or inactive accounts, the real gap could be significantly smaller, making Threads an increasingly attractive platform for X marketing campaigns.
Threads’ Growth Engines: Sports, Real-Time News, and User Engagement
Threads’ ascent isn’t just about user numbers; it’s also about deepening engagement and content innovation. Meta has focused on enhancing its recommendation systems, which has translated into a 35% increase in user time spent on the platform. This improvement is vital for brands and marketers, as more engaged users mean greater potential reach and impact for X marketing efforts.
A key part of Threads’ growth strategy involves tapping into the sports content arena, which remains a dominant driver of engagement on X. Meta recently announced an exclusive partnership with the UFC, aiming to bring premium sports content and real-time conversations to Threads. This move is designed to attract sports fans and foster vibrant communities, further closing the engagement gap with X.
Additionally, Meta has signaled a more open approach to real-time news and political content on Threads, reversing earlier policies that limited such discussions. This strategic pivot is intended to capture audiences who turn to social media for breaking news and live discussions, traditionally a stronghold of X. By embracing these content categories, Threads strengthens its appeal as a real-time platform—a key consideration for X marketing professionals looking to engage audiences in the moment.
Implications for X Marketing: A Shifting Landscape
For brands and marketers, the shifting dynamics between Threads and X present new opportunities and challenges. As Threads’ user base expands and engagement metrics climb, the platform emerges as a credible alternative for X marketing campaigns. Marketers seeking to diversify their strategies or escape the uncertainties surrounding X’s user data now have a viable and rapidly growing platform to consider.
Threads’ integration within the broader Meta ecosystem is another advantage. Brands already active on Facebook and Instagram can leverage existing resources, creative assets, and audience insights to seamlessly extend their X marketing efforts to Threads. This interoperability lowers the barrier to entry and accelerates campaign execution.
Moreover, Threads’ commitment to authentic user interactions and its ongoing efforts to improve content recommendations are likely to foster a more brand-safe and engaging environment compared to the sometimes unpredictable climate on X. As the platform continues to grow, it will attract more influencers, media organizations, and advertisers—further fueling its appeal for X marketing campaigns.
The Road Ahead: Will Threads Overtake X?
While Threads has made remarkable strides, it still has ground to cover before matching or surpassing X’s reported user base. However, the momentum is clearly on Threads’ side. The platform’s rapid growth, increasing engagement, and strategic content partnerships position it as a formidable player in the social media space—and a potential leader in the future of X marketing.
Given the persistent doubts over X’s user metrics and the ongoing challenges with bots and account authenticity, Threads’ steady and transparent progress may soon convince marketers to shift more of their budgets and efforts to Meta’s new platform.
The coming months will be critical as Threads aims to sustain its growth trajectory and further narrow the gap with X. For now, one thing is certain: the competition for dominance in the real-time social networking and X marketing landscape is more intense than ever, with Threads emerging as a serious contender. As the battle continues, brands and marketers should closely monitor both platforms to capitalize on the latest trends and audience shifts.