When Meta launched Threads in 2023, many questioned whether the world really needed another text-based social platform. Fast forward to 2026 and the conversation is shifting. Threads has continued to grow, introduce new features and steadily position itself as a genuine competitor to X.
So, what’s driving its momentum, and should brands be paying attention?
Threads is still growing
Despite early scepticism, Threads has rapidly built a substantial user base. The platform now has over 400 million monthly active users, showing strong growth since its launch just a few years ago.
In fact, data suggests Threads has begun to overtake X in daily mobile users globally, with around 141.5 million daily mobile users compared with 125 million for X in early 2026.
While X still maintains a lead in overall usage when desktop traffic is included, Threads’ mobile growth highlights a shift in where audiences are spending their time online.
For brands and marketing teams, that’s a signal worth watching.
More control over the algorithm
One of the latest updates from Meta is the introduction of a feature called “Dear Algo”, which allows users to tell the platform what they want to see more or less of in their feed.
By posting a request beginning with “Dear Algo”, users can influence their content recommendations for a short period, helping to personalise their experience based on current interests or trending events. In addition, users can repost someone else’s Dear Algo request to try their preferences and discover new conversations.
The move reflects a wider trend across social media platforms: giving users more control over algorithms. It also means the conversations people see — and engage with — may become even more niche and interest-led.
A platform built for conversation
Unlike highly visual platforms such as Instagram or TikTok, Threads centres around text-first discussion. While this is similar to X, the platforms have distinct identities.
Threads is closely integrated with Instagram, meaning users can sign up using their existing profiles and easily carry across followers. This creates a slightly different social environment — one that often feels more lifestyle-driven and community-focused than the fast-paced, news-heavy conversations typically associated with X.
What this means for brands and PR
While Threads may not yet match X in overall scale, its steady growth and continued feature updates suggest it’s far from a passing trend.
For brands, this creates an environment that can feel a little more open to experimentation. It presents an opportunity to:
- Join conversations in a more informal way
- Share observations or commentary on trends
- Build personality through tone of voice
In many ways, Threads is becoming a space where brands can talk with audiences, rather than simply broadcast to them.
And with Meta continuing to invest in the platform, Threads may well become a key part of the evolving social media landscape.
The takeaway
Social media platforms rarely stand still, and the rise of Threads is another example of how quickly the landscape can shift.
As audiences experiment with new platforms and features, brands that are willing to explore emerging spaces may find new opportunities to connect, join conversations and build communities online.
Want to read more about the changing landscape of social? Check out our blog on what Instagram’s 5 hashtag limit means for social strategy.
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Sources:
Blog Cover Image: nikkimeel/shutterstock.com
https://buffer.com/resources/threads-stats
https://techcrunch.com/2026/01/18/threads-edges-out-x-in-daily-mobile-users-new-data-shows/
