Is Threads losing steam? Here’s what we know [new research]

When Threads launched in July 2023, it made headlines for breaking records — 100 million sign-ups in less than five days — and was quickly dubbed the “Twitter killer.” But within weeks, usage dropped sharply. Headlines followed, warning that Threads was already losing steam.

Fast forward to 2025, and the picture looks very different. Despite early skepticism, Threads has quietly grown into an active conversation platform online, yet it is still murky waters for brands.

So, is Threads really losing steam? Not quite. The platform may have cooled from its explosive debut, but recent data and the marketers I spoke with suggest it’s gaining traction in a more sustainable, long-term way.

Is Threads losing steam?

Short answer: No — at least, not anymore.

After the initial burst of downloads and attention in July 2023, Threads experienced a steep drop in engagement. According to SimilarWeb, usage fell by 79% just one month after launch, and average time spent on the app dropped from 21 minutes to just 3 minutes per day in the U.S.

But those early numbers told only part of the story.

In January 2025, Meta CEO Mark Zuckerberg revealed that Threads had surpassed 320 million monthly active users. Data from Backlinko supports that growth:

• Threads now has 100 million daily active users globally.
• In the U.S. alone, there are 30 million monthly active users.
• The app has maintained steady growth every month since its rocky post-launch period.

“Threads now has more than 320 million monthly actives, and has been adding more than 1 million sign-ups per day. I expect Threads to continue on its trajectory to become the leading discussion platform and eventually reach 1 billion people over the next several years,” he wrote in an earnings statement.

When I log on to Threads, I’m impressed at how lovely my feed feels. Essentially, it’s the text version of Instagram. My experience seems to match many of the users and brands who’ve adopted the program, especially the ones who have fled Twitter in the past few years.

While app downloads have slowed compared to launch week, retention and engagement have quietly climbed.

Threads hasn’t replaced X (formerly Twitter) across the board, but it has found a strong foothold — especially among creators, lifestyle brands, and those looking for an alternative to heavily algorithm-driven feeds.

My feed, for example, is a mix of memes, aesthetic photos, and political news stories. It nostalgically feels like 2015-era Twitter again… nature is healing.

Source

How Marketers and Creators Are Using Threads

While users have embraced Threads, the reactions from marketers have been more muddled. Here’s what I found in HubSpot’s Marketing Trends report:

• Only 9% of marketers are using Threads in their overall strategy.
• The ROI is much less tangible than other social platforms — only 3% of respondents saw a return.
• For those using Threads, however, they are seeing positive results. 39% of marketers will continue their investment on the platform in 2025, while 24% will increase their investment.

To understand how marketers were incorporating Threads into their strategy, I spoke with several creators and strategists who’ve embraced the platform.

Many early users credit Threads’ integration with Instagram as a key driver of growth. Gigi Robinson, a managed Meta creator and founder of Hosts of Influence, said the crossover made it easy to bring over existing audiences:

“A bunch of followers just came on over from Insta to Threads or Facebook to Threads, which I think was really cool.” To date, she’s gained more than 10K followers on the platform.

Source

She told me that the decline of X, particularly its shift to paid verification, was a major turning point for her. “When X rolled out that they were getting rid of verification — even for credible media sources — it felt like a slap in the face,” Robinson said. “It made Threads a much more appealing alternative.”

Robinson’s content strategy on Threads blends humor, relatability, and a dose of realism. “Sh*tposting, affirmations, crazy headlines — that’s what gets attention,” she said. “I’ve had about 2 million impressions from Threads and gained 1,500 followers just by consistently engaging and showing up.”

As a creator, speaker, and advocate who’s been building an online presence for nearly a decade, Robinson sees Threads as an extension of her broader ecosystem — one that includes Instagram, LinkedIn, YouTube, and now her new education platform for creators. She often repurposes content across channels and uses Threads to test ideas, share behind-the-scenes moments, and land brand partnerships.

“It feels like a shared Notes app with my community,” she said. “There’s no pressure to be perfect — and that’s why people engage.”

Though the platform doesn’t yet have the depth of conversation in certain industries (such as crypto or B2B tech), its steady user growth and positive sentiment suggest it’s far from fading.

As creative director Mike Vannelli put it, “Threads is less volatile, more intimate — kind of like early Instagram but for ideas. We’re seeing more meaningful engagement, especially from creative audiences who are tired of the noise.”

Vanelli says he and his team are experimenting with “softer storytelling” on Threads.

Marketers are still figuring out where Threads fits into their larger strategy — but one thing is clear: The platform rewards experimentation, authenticity, and low-pressure content.

But it’s still not right for every brand.

“We’re highly regulated in financial services, so Threads doesn’t fit our compliance needs yet,” said Kelley Muhsemann, a marketing manager at wealth management firm R.W. Rogé & Company, Inc. “But if your audience is Gen Z or Millennial, it could be a goldmine.”

Lia Savillo, a social media lead in the crypto space, echoed that Threads hasn’t yet captured her target audience. “The platform hasn’t gained traction within the crypto space, and there’s very limited industry-relevant conversation happening there.”

For now, I recommend brands to assess where their communities already live, and many are keeping Threads in the mix for future opportunities.

My Key Takeaways on Threads for Marketers

Threads may not be making the same splash it did at launch. But after speaking with creators and marketers who are still actively using it, I’m convinced it’s quietly becoming a valuable space, especially for brands willing to experiment.

Here’s what stood out to me:

• Threads is still growing. With over 320M MAUs and climbing, it’s far from a dead platform.
• Engagement thrives on authenticity. Funny, real, imperfect content performs well, especially when paired with consistent interaction.
• It’s ideal for testing different types of content. With no set “best practices,” Threads gives brands space to play, listen, and learn.
• Know your niche. The platform isn’t yet a fit for every industry. If your audience isn’t there, you might hold off — but if they are, it could be a smart early investment.

Personally, I don’t see Threads as the next Twitter (RIP) — and maybe that’s the point. It’s carving out something different: a lighter, more human space for conversation and creativity.

Editor's note: This post was originally published in September 2023 and has been updated for comprehensiveness.