When Threads first launched back in July 2023, it landed with a bang. Pitched as a kinder, cleaner alternative to X, the app saw 30 million sign-ups in the first 24 hours alone. Everyone was giving it a go, looking for a space that reminded them of how old-school Twitter used to feel. But as quickly as the hype built, it seemed to fizzle out.
Fast forward to 2025, and Threads is making a comeback. With new features, an improved website, a growing user base and the introduction of ads, it’s becoming a platform marketers are paying attention to. So, could it be time to take Threads seriously? In this blog, we’re breaking down what’s changed, how the platform’s growing and what it could mean for marketers and brands. Let’s get into it.
The State of Threads in 2025
After a bit of a post-launch slump, Threads is on the up and has recently hit 350 million monthly active users. That’s 30 million more than the previous quarter, showing rapid growth once again.
Over the past year, we’ve seen steady improvements and consistent updates. From new features, a test run of paid ads and improved desktop UI, Threads is becoming a core part of Meta’s social offerings. With more users giving it a second look, marketers are starting to do the same.
How Threads Has Evolved
Let’s dig into some of the new features and changes Meta have been making to Threads in recent months.
1. Improved Search Capabilities
Search was one of the biggest things missing when Threads first launched. Since then, it’s had a much-needed upgrade which means users can search for posts, topics and accounts beyond just what’s on their feed. It’s a small change with a big impact on how people use the app.
2. Trending Topics
In a similar vein, Threads now has a ‘Trending Topics’ section. It’s a feature that brings a bit of that classic Twitter energy back, and makes the overall user experience easier and more interesting than it first was upon its launch.
3. Better Integration With Instagram
Threads has continued to work on its integration with Instagram since launch, making it easier for users to follow people across both platforms and easily cross-post content. For brands and creators, this means you don’t have to rebuild your audience from scratch, your existing community can just follow you straight over to Threads.
4. Test Run Of Paid Ads
Threads has started a test run of paid ads in select markets, suggesting that a full rollout may be on the horizon. Marketers can now begin to explore Threads as part of their wider paid social strategy, which could be very appealing to many brands. We explored what ads could mean for Threads in our recent blog: Ads On Threads, Everything You Need To Know.
5. New and Improved Website
Last but by no means least, Meta has recently announced that Threads will officially be moving from “threads.net” to “threads.com”, and will be making some changes to make the desktop experience smoother.
As a result of these improvements and updates, Threads is now sitting somewhere between X’s fast-paced, text-centred chaos and Instagram’s more polished, visual storytelling. It’s not as overwhelming as X, but it doesn’t feel as curated as Instagram.
The tone of the platform has also found its footing, as Threads tends to feel more community-focused and thoughtful, with ongoing conversation and plenty of humour. It still has growing to do, but Threads is definitely no longer the stripped-back app it launched as. It’s evolving and finally starting to find its place.
What Threads Offers Marketers
Threads is starting to offer some real potential for marketers. Unlike the more established social platforms, it’s still relatively unsaturated by brands, so there’s a better chance of standing out and getting seen. It has some great benefits, like its focus on conversation over content perfection. Communities are thriving there, making it ideal for brands who want to connect with their audience in a more personal, human way.
Its integration with Instagram gives marketers on Threads a helpful head start. If you already have an audience on Instagram, there’s a very good chance they’ll find you on Threads too. Cross-promotion and staying consistent is easier than ever.
With paid ads now in early testing, Threads is opening the door for new campaign opportunities. Meta’s ad infrastructure means you won’t need to start from scratch, as existing campaigns can easily be extended to Threads. It seems to be shaping up to be a platform where marketers can test, build and grow.
Final Thoughts
Threads is growing, with its increasing popularity, new features and Meta’s continued investment. It’s becoming a space that brands can no longer ignore. If your audience is already on Threads (or there’s a chance they could be soon), it’s worth paying attention to the platform and starting to experiment.
Even just establishing a presence now could give your brand a head start as the platform continues to grow. Getting in early, observing what works and showing up consistently could really pay off down the line.
Social media moves fast but at Victress, we love cutting through the noise and helping brands find what really works for them. Drop us a message, whether you need some guidance or just want to chat about all things social media.
