How to boost your marketing game using Threads (Meta’s Twitter rival)

When Instagram released Threads in July of 2023 as a competing platform to X (previously Twitter), I’ll admit that I was unconvinced it would make a splash. But here we stand in 2025: Threads has surpassed TikTok and Instagram in the social apps category in Apple’s App Store. Not everyone’s using it, but those who do say it’s a digital marketing powerhouse.

Post-launch, Threads quickly gained traction as one of the fastest-growing social platforms in 2023. While the initial buzz may have faded, Threads still remains an untapped goldmine for marketers looking to elevate their social media strategy.

Threads content is a real contender for your attention in 2025. It’s blown skeptics (like me) out of the water. Let’s look at how to get started on the platform, examples of successful posts, and tips from marketers on how to develop your Threads strategy.

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Overview of Instagram Threads

Threads allows brands to connect, curate, and quickly share content. It gained popularity rapidly — due in part to its focus on providing a simplistic, casual approach to social media.

With its intuitive user interface and seamless integration with Instagram, Threads became a popular platform for brands across industries.

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Threads Statistics

Let’s take a look at Threads by the numbers.

• Explosive growth. Threads exploded with 100 million users within its first week. This feat made it the fastest-growing social media platform ever. By the end of 2024, Threads had 100 million active users per day.
• Monthly active users. By the end of 2024, Threads had 275 million monthly users.
• Compared to X. In 2024, X had 335.7 million monthly active users.
• Revenue. The estimated revenue in 2025 is $8 billion. In 2026, its estimated revenue is $113 billion.

Here’s…