Since its launch in July 2023, the social network Threads developed by Meta has generated impressive enthusiasm. With more than 100 million daily active users et 300 million monthly usersThreads stands out as a serious alternative to other microblogging platforms.
Rapid growth thanks to the post-Musk environment
Perhaps one of the main reasons for Threads’ rapid rise in popularity is the competitive environment shaped by Elon Musk. Musk’s acquisition of Twitter triggered a wave of disruption, pushing a huge number of users to look for alternatives. Concerned about their user experience, many people have migrated to a platform offering less hate speech and disinformation, two points often criticized by Twitter since its acquisition.
Additionally, direct links between Instagram and Threads played a crucial role in this transition. By making integration easier for users already on Instagram, Meta has created a fluid and attractive ecosystem, making migration much simpler. This is how, in just a few months, Threads was able to attract not only disappointed Twitter users, but also a new audience curious to explore another way of microblogging.
Innovative and attractive features
In order to retain its users, Meta has not hesitated to continually innovate. Among these key features, we can cite the ability to create personalized content feeds, inspired by Bluesky tools. This feature allows users to carefully select the news feeds they prefer to follow, significantly improving their user experience.
Additionally, Threads’ ongoing development constantly includes new features that are tested and approved by the community. The platform relies on a clean interface and intuitive use, key elements that have helped attract a large audience. Such a commitment to innovation not only keeps existing users interested, but also continually attracts new registrants.
The crucial question of monetization
As Threads’ interface and functionality continue to evolve, the imminent arrival of ads in 2024 is sparking questions and debate. For Meta, it will be about finding the right balance between monetization and maintaining user satisfaction. The insertion of advertisements, planned for early 2025, will be decisive in observing whether the growth rate can be maintained or even accelerated.
Meta has yet to prove its ability to transform Threads into a profitable platform while maintaining its identity and membership. This complex equation will require precise adjustments in order not to alienate an established user base, particularly sensitive to any modification that could impact their experience.
Comparaison et concurrence : Threads vs X et Bluesky
Despite its impressive rise, Threads still remains far behind the figures of Twitter, renamed X after its acquisition by Elon Musk, which claims around 250 million daily users. Comparatively, only about a third of Threads’ monthly users access the platform daily. This shows that there is still significant room for improvement for Threads before catching up with its main competitor in terms of daily loyalty.
However, this gap is partly filled by the immense growth potential represented by the constant influx of new registrants. On the other hand, Bluesky, despite a recent rise in popularity, remains far behind with around 25 million registered users. The differences in strategies and targets between these platforms make each rival a unique challenge for Meta.
For Meta, maintaining Threads’ current momentum will not only depend on acquiring new users, but also retaining them and continually improving the user experience. Technological innovations must continue to pace the development of the platform, while taking into account the needs and expectations of the community.
Forecasts announcing the arrival of ads will certainly test the robustness of Threads. Will Meta succeed in offering a viable economic model without compromising the quality that has attracted millions of users? The next few months will be decisive and will be followed very closely by observers of the social media sector.
Finally, the lasting impact of the “Musk effect” shows how a major upheaval in a company can redistribute the cards in a hypercompetitive market.
