Threads, the social media service owned by Meta, has witnessed significant growth, attracting more users at a time when competition in the social media app landscape is intensifying.
During the company's fourth-quarter earnings presentation, Meta’s CEO, Mark Zuckerberg, announced that Threads had reached 320 million monthly users, up from 300 million last month and 275 million in November 2024.
This steady, albeit moderate, increase indicates that Threads continues to maintain its position as one of the preferred platforms for users, even amid a crowded field of competitors like X, Bluesky, and Mastodon.
Notably, Bluesky, a recent competitor, is experiencing a slowdown in growth. According to analytics firms, Bluesky saw an increase of less than 10% in users compared to November 2024, which had an explosive growth rate of 189%.
As a result, Bluesky's total user base now stands at approximately 26.44 million, highlighting Threads' success in sustaining continuous growth despite the competition.
Additionally, Zuckerberg revealed that Threads is witnessing over one million new sign-ups daily, reflecting high levels of engagement and attraction among new users.
Meta is also working to enhance Threads' appeal by regularly introducing new features, such as post scheduling and displaying view counts on individual posts—features that improve user experience on the app.
As part of its expansion strategy, Meta may leverage Threads' commercial potential by introducing a new advertising experience in strategic markets like the United States and Japan. This could further strengthen the app’s ability to compete with other platforms.
Furthermore, Zuckerberg mentioned that Meta is working on improving Threads' recommendation algorithms to ensure users receive fresher and more relevant content.
The platform will prioritize posts from top creators while also tailoring recommended content based on the accounts users follow.
Additionally, the company is enhancing personalized feeds to better match user interests, thereby increasing engagement and loyalty.