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Threads has surpassed 400 million monthly users in just two years. Discover how it compares to X and why it matters for your brand’s social media strategy.
August 20, 2025
Studio
Two years ago, Meta launched Threads as a side project. Fast forward to today, and it’s now one of the fastest-growing platforms in social media. This month, Threads hit a major milestone: 400 million monthly active users. That may just look like a number, but it’s proof the platform has gone from experiment to essential player.
Threads’ rise has been staggering. At launch in July 2023, it gained 100 million signups in record time. By its first birthday, it had 175 million monthly users. Now, it has surged past 400 million.
What started as a lightweight text-first app has matured into a serious social network, home to thriving communities and a unique culture.
Comparisons with X (formerly Twitter) are inevitable, especially under Elon Musk’s leadership. While X still has a larger overall user base (around 600 million monthly actives), the real story is happening on mobile.
On desktop, X still dominates with far higher web traffic. But as social media increasingly shifts to mobile, Threads is gaining momentum in the space where it matters most.
Unlike Instagram, where visuals rule, most posts on Threads are text-based. And instead of simply replicating Instagram’s follower networks, users are building fresh communities.
From “BookThreads” to music fandoms to live sports conversations, Threads is carving out an identity distinct from both Instagram and X. It’s friendlier, more conversational, and better suited to real-time engagement.
And with advertising now rolling out globally, including new formats like video ads, it’s becoming a serious channel for brands to reach audiences.
Threads has shifted from “Twitter clone” to fully fledged competitor. With Mark Zuckerberg’s backing, it’s growing fast. For businesses, the message is clear: Threads should no longer be an afterthought. It’s where new audiences are growing, conversations are happening, and communities are forming.
Threads has moved from experiment to contender in record time, reshaping the social media landscape in just two years. If you’re building a strategy in 2025, the question is no longer if you should be on Threads, but how. At Serotonin, we help brands adapt to platform shifts and turn social media into growth opportunities. Let’s talk.
