It’s been a year since Meta launched Threads, its fast-tracked answer to Twitter (now known as X). Touted as the “Twitter killer,” Threads debuted in July 2023 with a bang, 100 million signups in its first week, but after the initial excitement fizzled, many brands and users were left wondering: What now?
So, 12 months on… is Threads worth your time? Should your brand be using it? Or has it already joined the social media graveyard alongside Google+ and Vine?
Let’s dig in.
What happened after launch
After Threads’ record-breaking launch, engagement dropped sharply. Why?
Missing features: No hashtags, limited search, and no trending topics made it hard to discover content.
Lack of brand tools: No scheduling, no ads, no analytics, so it wasn’t particularly useful for marketers.
User fatigue: People downloaded it out of curiosity, not commitment.
Meta admitted they rushed it out to piggyback on Elon Musk’s missteps with X, and while it worked for buzz, it may have backfired for long-term retention.
Where Threads Stands Now
Fast-forward to July 2025, and here’s the lay of the land:
Roughly 150 million monthly active users globally (compared to X’s ~250 million)
Threads has slowly introduced features like web access, keyword search, post editing, and trending topics
Meta recently launched the ability to advertise on Threads! Something marketers were hoping for
Heavily tied to Instagram, meaning you can’t delete Threads without deleting your Insta too
The vibe on Threads today? Less toxic than X, more thoughtful than Instagram, but still trying to find its identity.
Should your brand be on Threads?
That depends on your goals.
It’s worth experimenting if:
You’re already active on Instagram (you can easily crosspost)
You’re a brand in the culture, lifestyle, or creator space
You want a presence in case the platform takes off
Maybe skip it if:
Your audience skews older or isn’t early adopter
You don’t have the resources to maintain yet another channel
You’re looking for lead gen because Threads isn’t there yet
Our take at We Do Social
Threads isn’t dead, but it’s definitely not must-have territory for most brands.
It feels like Meta is slowly building a solid platform, but the pace is too slow to make it a core part of most social strategies just yet.
Our advice? Claim your handle, post now and then, and watch this space. If Meta flips the switch on monetisation or influencer tools, Threads could have a real second act.
Until then, keep your focus where your audience is actually spending their time, whether that’s Instagram, TikTok, or LinkedIn.
Need help figuring out which platforms are right for you?
Get in touch, at We Do Social, we help brands focus on what works to create compelling campaigns that actually deliver.
