When Mark Zuckerberg announced that Threads had surpassed 400 million monthly active users, the milestone underscored just how quickly Meta’s latest platform is scaling. That’s an increase of 50 million in only a few months, fuelled largely by seamless integration with Instagram. For users already inside the Meta ecosystem, joining Threads has been as easy as tapping a button.
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The app’s rapid adoption is no accident. From the outset, Threads was positioned as a clear alternative to X (formerly Twitter), especially after Elon Musk’s changes to moderation and editorial direction reshaped the social media landscape. Where Musk leaned into lighter moderation and open political expression, Zuckerberg pushed Threads as a calmer, less divisive space—borrowing the familiar aesthetics of microblogging but repackaging them for an audience weary of online shouting matches.
The battle for daily attention
By mid-2025, the rivalry was no longer theoretical. Threads logged 115 million daily mobile users, closing in on X’s 132 million, according to data from Similarweb. On desktop traffic, X still dwarfs its competitor—145.8 million daily visits compared to Threads’ 6.9 million—but the gap is narrowing.
Beyond raw numbers, the competition has become a matter of image. For some, Musk’s X embodies a freewheeling forum where political debate and minimal moderation dominate. For others, that approach has turned the platform into an echo chamber. Threads, in contrast, initially promised a more “peaceful” environment—although even that reputation has begun to blur as Meta fine-tunes its own approach to content moderation.
Politics, positioning and perception
What complicates the story is how both platforms are increasingly shaped by their leaders’ personal politics. Musk has made no secret of his hands-off stance, attracting users who prefer fewer restrictions but alienating those looking for a safer space. Zuckerberg, meanwhile, once promoted Threads as a neutral zone, but has since aligned Meta more closely with automated moderation systems and even shown up in political contexts such as Donald Trump’s nomination event.
This blend of personal influence and platform identity makes the contest more than a numbers game. It’s a clash of philosophies about free speech, safety and control, with each leader projecting his own worldview through his social network.
What it means for brands and users
In an era where attention is fragmented across dozens of apps, Threads’ surge represents an opportunity. For advertisers, early investment in the platform could mean reaching audiences in a less saturated ad environment, with better engagement than on legacy networks. For users, it offers a chance to experiment with new forms of digital conversation, without being locked into the polarisation that has come to define older platforms.
The rivalry between Zuckerberg and Musk is far from settled. With Threads gaining momentum and X defending its established base, the next phase of the social media wars won’t be decided by technology alone—but by which vision of online discourse resonates most with the world’s increasingly divided audience.
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Felix Marlowe manages Belles and Gals’ vibrant social media platforms. With expertise in social engagement and viral marketing, Felix creates content that sparks conversation and keeps followers coming back for more. From celebrity news to trending challenges, Felix makes sure our social media stays at the forefront of pop culture.
