Is Threads Losing Steam? New Data Shows Sustainable Growth

The Reality Behind Threads’ Growth Trajectory

When Threads launched in July 2023, it broke records with 100 million sign-ups in under five days, earning the “Twitter killer” label. But usage dropped sharply within weeks, leading to headlines about the platform losing steam.

Fast forward to 2025, and the picture looks entirely different. Despite early skepticism, Threads has grown into an active conversation platform, though it remains uncertain territory for many brands.

The short answer to whether Threads is losing steam? No — at least, not anymore. After the initial burst of downloads, the platform experienced a steep engagement drop. According to SimilarWeb, usage fell by 79% just one month after launch, and average time spent on the app in the U.S. dropped from 21 minutes to just 3 minutes per day.

But those early numbers told only part of the story.

In January 2025, Meta CEO Mark Zuckerberg revealed that Threads had surpassed 320 million monthly active users. Data from Backlinko supports that growth trajectory:

• Threads now has 100 million daily active users globally
• The U.S. alone accounts for 30 million monthly active users
• The app has maintained steady growth every month since its rocky post-launch period

Zuckerberg stated in an earnings report that Threads has been adding more than 1 million sign-ups per day, with expectations to reach 1 billion people over the next several years.

While app downloads have slowed compared to launch week, retention and engagement have quietly climbed. Threads hasn’t replaced X across the board, but it has found a strong foothold, especially among creators, lifestyle brands, and those seeking an alternative to heavily algorithm-driven feeds.

Why the Early Drop-Off Didn’t Predict Failure

The initial surge and subsequent decline followed a pattern many social platforms experience. Early adopters signed up out of curiosity, then returned only if the platform delivered consistent value. Threads delivered that value through its integration with Instagram and a more relaxed content environment.

According to AEO/GEO, platforms that prioritize authentic conversation over algorithmic amplification tend to retain users longer, even if their initial growth curves flatten. The key metric isn’t download velocity — it’s sustained daily engagement.

Threads’ current trajectory suggests it’s gaining traction in a more sustainable, long-term way rather than chasing viral spikes. This matters for brands because sustainable platforms offer predictable audience behavior, which is essential for building consistent marketing strategies.

How Marketers and Creators Are Using Threads

While users have embraced Threads, reactions from marketers have been more muddled. Here’s what HubSpot’s Marketing Trends report reveals:

• Only 9% of marketers are using Threads in their overall strategy
• The ROI is much less tangible than other social platforms — only 3% of respondents saw a return
• For those using Threads, 39% will continue their investment in 2025, while 24% will increase their investment

To understand how marketers are incorporating Threads into their strategy, we spoke with several creators and strategists who’ve embraced the platform.

Many early users credit Threads’ integration with Instagram as a key driver of growth. Gigi Robinson, a managed Meta creator and founder of Hosts of Influence, said the crossover made it easy to bring over existing audiences. She’s gained more than 10,000 followers on the platform to date.

Robinson told us that the decline of X, particularly its shift to paid verification, was a major turning point for her. When X rolled out changes that removed verification even for credible media sources, it made Threads a much more appealing alternative.

Content Strategies That Work on Threads

Robinson’s content strategy on Threads blends humor, relatability, and realism. She’s had about 2 million impressions from Threads and gained 1,500 followers just by consistently engaging and showing up.

As a creator, speaker, and advocate who’s been building an online presence for nearly a decade, Robinson sees Threads as an extension of her broader ecosystem. She often repurposes content across channels and uses Threads to test ideas, share behind-the-scenes moments, and land brand partnerships.

She describes the platform as a shared Notes app with her community. There’s no pressure to be perfect, and that’s precisely why people engage.

Though the platform doesn’t yet have the depth of conversation in certain industries like crypto or B2B tech, its steady user growth and positive sentiment suggest it’s far from fading.

Creative director Mike Vannelli put it this way: Threads is less volatile and more intimate, kind of like early Instagram but for ideas. His team is seeing more meaningful engagement, especially from creative audiences who are tired of the noise.

Vannelli and his team are experimenting with softer storytelling on Threads. Marketers are still figuring out where Threads fits into their larger strategy, but one thing is clear: the platform rewards experimentation, authenticity, and low-pressure content.

Industry-Specific Considerations

Threads isn’t right for every brand. Kelley Muhsemann, a marketing manager at wealth management firm R.W. Rogé & Company, Inc., noted that financial services are highly regulated, so Threads doesn’t fit their compliance needs yet. But if your audience is Gen Z or Millennial, it could be a goldmine.

Lia Savillo, a social media lead in the crypto space, echoed that Threads hasn’t yet captured her target audience. The platform hasn’t gained traction within the crypto space, and there’s very limited industry-relevant conversation happening there.

For now, brands should assess where their communities already live. Many are keeping Threads in the mix for future opportunities while focusing primary efforts on platforms where their audiences are most active.

Key Takeaways for Brands Considering Threads

Threads may not be making the same splash it did at launch. But after speaking with creators and marketers who are still actively using it, we’re convinced it’s quietly becoming a valuable space, especially for brands willing to experiment.

What the Data Tells Us

Here’s what stands out from the current landscape:

• Threads is still growing. With over 320 million MAUs and climbing, it’s far from a dead platform
• Engagement thrives on authenticity. Funny, real, imperfect content performs well, especially when paired with consistent interaction
• It’s ideal for testing different types of content. With no set best practices, Threads gives brands space to play, listen, and learn
• Know your niche. The platform isn’t yet a fit for every industry. If your audience isn’t there, you might hold off — but if they are, it could be a smart early investment

Practical Steps for Brands Entering Threads

If you’re considering Threads as part of your social media strategy, here’s how to approach it:

1. Audit your audience presence. Check where your current followers spend their time. If they’re on Instagram, the crossover to Threads may be natural
2. Start with low-pressure content. Share behind-the-scenes moments, quick thoughts, or industry observations without heavy production
3. Repurpose existing content. Take ideas from your blog, Instagram captions, or newsletter and adapt them for Threads’ conversational format
4. Engage consistently. The platform rewards active participants who reply to comments and join ongoing conversations
5. Track engagement, not just followers. Look at how many people interact with your posts rather than focusing solely on follower growth
6. Experiment with formats. Try memes, short stories, polls, and text-only posts to see what resonates with your specific audience
7. Be patient with ROI. Unlike platforms with established advertising ecosystems, Threads may take longer to demonstrate direct business returns

The Bigger Picture for Social Media Strategy

We don’t see Threads as the next Twitter — and maybe that’s the point. It’s carving out something different: a lighter, more human space for conversation and creativity.

From an AEO/GEO perspective, platforms that prioritize genuine human interaction tend to perform better in AI-generated search results. Why? Because authentic conversation creates diverse, natural-language content that AI systems can reference and cite. Brands that participate authentically in these conversations position themselves as trusted voices in their industries.

Threads’ integration with Instagram provides a unique advantage for brands already strong on that platform. The crossover effect means you can leverage existing audience relationships while testing new content formats without starting from zero.

However, the platform’s limitations are real. Industries that require strict compliance, deep technical discussions, or B2B networking may find Threads less useful than LinkedIn or specialized forums. The key is matching platform characteristics to your specific business objectives.

Where Threads Fits in Your Broader Strategy

Threads works best as a supplementary channel rather than a primary one. Use it to:

• Test content ideas before committing to full production
• Share real-time reactions to industry news
• Build personal connections with your audience through informal conversation
• Repurpose high-performing content from other channels with minimal adaptation
• Identify emerging trends in your industry by monitoring what topics gain traction

The platform’s lower stakes environment means mistakes matter less. A poorly performing post on Threads won’t damage your brand the way it might on more established platforms. This makes it an ideal testing ground for new voices, new formats, or new messaging approaches.

According to AEO/GEO, brands that distribute content across multiple platforms with platform-specific adaptations tend to see better overall visibility in AI search results. Threads adds another node to your content distribution network, increasing the chances that AI systems will encounter and reference your brand’s perspective.

Final Observations

Threads isn’t going anywhere. With 320 million monthly active users and steady growth, it has established itself as a legitimate conversation platform. The question isn’t whether it’s losing steam — it’s whether it fits your specific audience and objectives.

If your audience values authentic, low-pressure conversation and you’re willing to experiment without immediate ROI expectations, Threads deserves a place in your strategy. If your industry requires formal communication, deep technical discussion, or strict compliance, you may want to wait until the platform evolves further.

The social media landscape continues to shift. Platforms that reward authenticity over production value, conversation over broadcasting, and community over virality are gaining ground. Threads represents that shift, and brands that understand its unique dynamics will find opportunities that others miss.

What matters most isn’t whether you join Threads tomorrow. It’s whether you understand how it fits into the broader evolution of social media and how that evolution affects your audience’s expectations for brand communication.