Meta Threads: The New Frontier in Text-Based Social Media

Written by Digital Boomers – Asanda Radebe, Madintja Rabele, Junior Fezile Mzimela, Anele Memela, Vincentia Matshaya

Since its July 2023 launch, Meta Threads has captured the attention of marketers, analysts, and digital creators seeking the “next big thing” in social media. Backed by Meta and integrated with Instagram, Threads positioned itself as a challenger to X (formerly Twitter). But does it live up to the hype, and can brands harness its potential?

Launch, Growth & User Feedback

Threads made headlines with a record-breaking debut:100 million users in five days, thanks to seamless onboarding via Instagram. Yet by mid-July 2023, daily active users (DAUs) dropped sharply; some estimates reported a 50–80% decline. Critics questioned its staying power.

However, Threads rebounded. By April 2025, it reached 350 million monthly active users (MAUs), and by August 2025, Meta reported 400 million MAUs and 115.1 million DAUs; a 127.8% year-on-year increase. User feedback has evolved: early complaints about limited features (e.g., search, hashtags) have been met with steady improvements, including analytics dashboards, ad tools, and direct messaging.

Why Threads Matter for Marketers

Early-mover advantage: Less ad saturation means higher organic reach.
Meta ecosystem integration: Cross-platform discovery boosts visibility.
Text-first format: Ideal for brands focused on thought leadership or community dialogue.
Tech-savvy audience: Threads attracts early adopters in media, education, and sustainability.

Risks & Pitfalls

Feature maturity: Discoverability tools still lag behind competitors.
Retention uncertainty: Brands must monitor engagement over time.
Ad load backlash: Monetisation may disrupt user experience.
Moderation shifts: Meta’s evolving content policies (e.g., Community Notes) may impact brand safety.
Platform identity: Threads risk becoming an echo chamber without distinct differentiation.

Strategic Recommendations

Start small and experiment with tone, timing, and format.
Use Threads for conversation, not just broadcasting.
Repurpose content thoughtfully for its text-based style.
Focus on niche themes to stand out.
Monitor ad performance and compare across platforms.
Stay agile. Threads may be part of a broader strategy.

Conclusion

Threads is more than a passing trend; it’s a bold experiment in text-based social media, backed by Meta’s infrastructure. While its growth is impressive, the real test lies in sustained engagement and community building. For marketers, now is the time to test, learn, and adapt, keeping retention and relevance at the heart of strategy.

iHub