Thriving amidst competition, Meta’s microblogging app, Threads, boosts its active user base, reaching 320M monthly users – a growth adding 20 million users since December. These details were part of the Q4 earnings report presented by Mark Zuckerberg.
This growth, albeit minimal, highlights the app’s momentum in preserving its preferred status in an overcrowded social media marketplace. Bluesky, Mastodon, and other competitors exist, yet their numbers tell a contrasting tale. For instance, Bluesky witnessed under 10% growth in December 2024, dwarfed by Threads, as reported by Similarweb, an analytics firm. In contrast, Threads registers a consistent upward surge, adding over a million users daily.
The growth strategy includes frequent feature updates like post scheduling and individual post view counts to attract users to Threads. Also, Meta hints at plans to capitalize on Threads’ broadening user reach through an ad experiment in the U.S. and Japan.
During the presentation, Meta’s CFO, Susan Li, emphasized refined recommendation systems to “prominently feature recent posts, spotlight top creator content, and ensure users see more content from their followed accounts” for Threads. Li added that the focus would also incorporate refining custom feeds for more interest-aligned, personalized content for users.
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