Introduction

When Meta launched Threads in July 2023, it arrived as a bold move into the micro-blogging arena, positioning itself as a competitor to X (formerly Twitter). With its built-in integration with Instagram and the promise of leveraging Meta’s massive user base, the app generated immediate buzz.

But fast forward to today: with shifting user behaviour, evolving social-app ecosystems, and Meta’s changing priorities, the question arises — is Threads still relevant? In this article we’ll explore where Threads stands: its strengths, its shortcomings, and what the future might hold.

What’s working for Threads

Scale & growth

Threads hit more than 130 million monthly active users (MAUs) in early 2024, according to Meta.

Meta has claimed continued growth, and it’s actively adding features to the app (for instance, better link-post reach).

It benefits from Instagram account inter-connectivity (users can follow the same accounts, etc.) which provided a fast launchpad.

Feature enhancements

Threads has steadily added functionality: search/web versions, improved link ranking for publishers/creators.

The feed/discovery features are improving, making it more usable than the “just post and follow” launch version.
Read more @ https://www.techdogs.com/td-articles/trending-stories/is-metas-threads-still-relevant

Strategic positioning

Meta sees Threads as part of its broader ecosystem. Because it taps into familiar user credentials (Instagram), it inherits some of the network effect advantages.

For marketers or content creators, the fact that Meta is working to improve link-post performance signals that the platform can become an additional channel.

Where Threads is challenged

Engagement and identity issues

Despite high MAU numbers, engagement metrics have raised concerns. For example, early reports showed a sharp drop in daily active users (DAUs) and time spent per user after launch.

One analysis observed:

“…it lacks the cultural relevance or core communities to keep people engaged.” The platform sometimes lacks a strong “reason to be there” beyond Instagram connection. Creators have reportedly treated it as secondary and non-core.

Unclear differentiation

When users ask “what is Threads really for?” the answer can be vague. It’s neither clearly a news-feed like Twitter/X, nor as full-featured for creators as Instagram or TikTok. One strategist said:

“Threads still seems like a platform in search of a mission.”

The rivalry with X is explicit, but competing just on interface and user base may not be enough if the experience doesn’t feel distinct.

Monetisation & business model

Meta originally said it would hold off on monetising Threads until it grows further.

For brands and advertisers, lacking advanced analytics or mature ad tools can mean the platform is less appealing compared to more established social networks.

Geographical/regulatory constraints

Threads launched with a global push, but in some regions (e.g., EU) rollout and compliance have been slower.

Some markets have blocked or restricted access to Meta’s apps, which can hamper growth in those regions.

So… Is it still relevant?

Short answer: Yes — but conditionally.
Threads remains a viable social platform with meaningful user numbers, and it has momentum. However, its relevance depends greatly on how you intend to use it.

For users & casual engagement:

If you’re looking for a place to post short updates, follow topics, or experiment with a social channel tied to Instagram: yes, Threads is relevant.

If you’re seeking a high-engagement community, deeply active creator ecosystem, or the kind of viral posting you get on TikTok, it might feel less satisfying.

For creators/brands/businesses:

Threads is worth keeping in mind as part of your social strategy, but it should be a supplementary channel, not the main one—yet.

If you create content and want to reach people via links, Meta’s improving link performance is a plus.

But until analytics, ad tools, monetisation sophistication, and a clear user behaviour pattern mature, it’s premature to bet everything on Threads.

Read more @ https://www.techdogs.com/td-articles/trending-stories/is-metas-threads-still-relevant
What needs to happen for Threads to become more relevant

Stronger community culture & purpose

Platforms that succeed often have a core community behaviour (e.g., realtime commentary, niche interests, strong inter-user interactions). Threads would benefit from building that rather than just general posts.

Creator incentives + better tools

Offering creators more reasons to post unique content (analytics, revenue share, discovery) will help.

Distinct identity

Think: What is Threads not? It shouldn’t just be Instagram text mode. If it can be the “public conversation” layer of Meta’s ecosystem, that helps.

Monetisation and value for advertisers

As Meta adds more ad tools and the platform proves ROI, brands will invest more. That brings more high-quality content and users.

Regional growth & regulation compliance

Expanding features globally, ensuring compliance, and localising will help drive usage in non-US markets.

My Verdict

Threads is relevant today, but its future remains uncertain in terms of dominance. It has a strong foundation and resources behind it (Meta’s ecosystem), which gives it a leg-up. But relevance isn’t just about having many users — it’s about engagement, distinct value, and sustainable growth.

If I were to predict: in the next 12-24 months, I expect Threads to continue being one of the major social platforms, but it’s unlikely to unseat the biggest players or become the default “public square” unless it hits some of the milestones above.

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