Written by: Ayanda Basetsana Meletsi, Refentse Pooe, Itumeleng Mpye, Xolo Mncwabe and Jase Avent

When Meta dropped Threads back in July 2023, the internet went wild. The app pulled in 10 million sign-ups in the first seven hours and passed 100 million users in just five days. That made it the fastest-growing app of all time.

But here’s the catch: just because people show up doesn’t mean they stay. Engagement slid fast, with daily users dropping from 44 million to under 15 million within weeks. Average time spent on the app also shrank from around 20 minutes per day to barely 4. That’s a serious loyalty problem.

Fast forward to 2025, and the story looks a little different. Threads now claims 100 million daily users and around 275 million monthly users. Meta has added trending topics, better search, and even testing with the Fediverse so you can connect with Mastodon users. Oh, and ads are officially here too.

So, Threads isn’t dead. It’s evolving. And for marketers, it could be worth paying attention to.

What the Numbers Tell Us

Here’s the quick breakdown of how Threads is performing:

• Massive launch: 100 million sign-ups in less than a week.
• Engagement crash: Daily users dropped 80% after launch.
• Climbing back: Now 100 million daily users, 275 million monthly.
• Short sessions: Average user time dipped to a few minutes per day.
• Ad rollout: Brands can now officially run campaigns on Threads.
  

The lesson is that Threads isn’t the instant Twitter/X replacement it wanted to be, but it’s not a flop either. Growth is steady, and Meta is playing the long game.

Why Marketers Should Care

The Pros

• First-mover advantage: Not every brand has jumped on Threads yet, so you can stand out.
• Instagram link: Easy cross-posting and follower carryover.
• Conversational vibe: Great for hot takes, quick updates, or sparking discussions.
• Ad space opening up: Early advertisers usually get lower costs and better visibility.

The Cons

• Retention struggles: A lot of people still drop off after trying the app.
• Thin content: Without enough creators posting consistently, feeds feel dry.
• Algorithm changes: You’re at the mercy of Meta’s decisions.
• Ad backlash: Too many ads too soon could turn users off.

Who Should Actually Use Threads

• Brands with a strong voice: Media, tech, lifestyle, and entertainment brands can shine.
• Marketers already using Instagram: You can recycle and tweak content for Threads.
• Creators and influencers: A chance to build presence before things get too crowded.
• Experimenters: If you like testing new ad formats and content styles, this is a playground.
  

The trick is to go in light. Post consistently, track metrics like replies, reposts, and click-throughs, and don’t bet your whole budget here yet.

Our Final Word

Threads had one of the biggest social app launches ever, followed by one of the steepest engagement drops. But Meta has money, resources, and patience, which means Threads isn’t going away anytime soon.

For digital marketers, the platform is worth exploring but not worth betting the house on. If you get in early, test smart, and learn how your audience behaves here, you could build an edge while others are still deciding if Threads is worth their time.

t’s not the next Instagram yet, but it might just be the social media playground where fresh voices and brave brands get noticed first.