Mark Zuckerberg announced during Meta’s Q3 earnings call that Threads, the company’s X rival, now boasts 275 million monthly active users. This meteoric rise positions Threads as a key contender in social media, particularly amid ongoing turmoil at X.
Threads achieved this impressive milestone in just nine months, adding approximately 8.3 million new users each month during its initial period. However, its growth has exploded in recent months, adding an astounding 100 million users in just three months—more than tripling its previous pace. This surge coincides with a decline in user trust and engagement on X under Elon Musk’s leadership.
Controversial decisions from X’s leadership – such as dismantling the platform’s former moderation team and relying heavily on crowdsourced “Community Notes” for content control – have sparked concerns about the spread of misinformation, particularly political falsehoods.
Musk’s vocal support for Donald Trump’s re-election campaign has further alienated users seeking a less politically-charged environment. In contrast, Meta appears to be strategically steering Threads away from politics—driven by user feedback indicating that political divisions contribute significantly to declining Facebook usage.
This divergence in approach positions Threads as an attractive alternative for users disillusioned with X’s current trajectory. However, the platform must navigate the delicate balance of promoting free speech while mitigating harmful content effectively.
Threads is also expanding its functionality through interoperability with Mastodon and the wider “Fediverse” using the ‘ActivityPub’ protocol.
Mastodon is known for attracting users who engage in more serious discussions and often feature subject experts. While unlikely to achieve the same mass user base as consumer-oriented platforms like Threads, interoperability with Mastodon could cater for those interested in more specialist communities.
Beyond these established players, Bluesky – originally funded by Twitter founder Jack Dorsey – is emerging as another strong contender. Bluesky gained significant traction following X’s dangerous overhaul of its block feature and subsequent clashes with Brazilian authorities, which led to a temporary shutdown of X in Brazil.
These events highlight the growing dissatisfaction with X and demonstrate the potential for alternative platforms to capture user attention. Bluesky currently boasts over 13 million users, with 6.8 million active monthly.
Threads’ current trajectory is undeniably impressive. With Zuckerberg confirming during the earnings call a daily growth rate of one million new sign-ups, Threads could potentially surpass X’s monthly active user count by around June next year if this pace continues.
Post by @zuck
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However, while user numbers are crucial, the ultimate success of any social media platform will depend on its ability to balance technological innovation, user trust, and the complex nuances of digital human interaction.
(Photo by Mohamed Nohassi)
See also: Beyond the bait: Threads’ engagement challenge reshapes digital marketing
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