Meta’s Threads platform is no longer just a fledgling side project, it’s gaining real traction. Recent estimates from Similarweb indicate that Threads is now matching, and on certain days eclipsing, X (formerly Twitter) in daily active use.
What’s happening isn’t just a shift in social platform dominance. It’s a signal to digital marketers about where attention, innovation, and opportunity are migrating. And at Maven by Maria, we’re already reading the signs.
What the Data Suggests (With a Grain of Strategy)
Signals vs. Absolutes: The Similarweb data is compelling, but not conclusive. Their estimates are based on sampled analytics fed through machine learning models. That said, data of this nature often functions better as directional intel rather than a hard metric.
Discrepancies matter: For example, in terms of web traffic, X still leads over Threads, though X’s own stats show 88.55% of its usage comes from mobile, suggesting web traffic may not fully reflect user engagement.
Momentum is real: Even if Threads hasn’t definitively overtaken X yet, the trajectory is strong. Meta’s continuous improvements, and users’ increasing willingness to invest time in Threads—are fueling the climb.
On September 20, Threads had 128.7 million daily active users, topping X’s 127.1 million.
Strategic Implications for Brands & Marketers (Maven by Maria Insights)
Go where attention is shifting Your audience might already be experimenting on Threads. Use brand monitors, listening tools, and content pilots there before it becomes saturated elsewhere.
Experiment with real-time storytelling Because Threads is showing up in “real-time conversation” zones, brands should lean into reactive, timely content, satellite messaging that plays off cultural momentum, not just preplanned content.
Use hybrid content strategies Don’t abandon X (if your audience’s behavior justifies it). But integrate cross-platform strategies where content themes bleed into Threads, IG/TikTok, etc., to maintain presence wherever your community is.
Measure differently Traditional KPI models may not capture this shift. Think “attention share,” “engagement velocity,” or “emergent trend resonance,” not just reach or likes. Maven by Maria helps brands develop these forward-looking, adaptive metrics.
Be agile, not anchored With the social media space evolving fast, brand teams need to reconfigure their content calendars week to week. Pivot when a hot topic emerges. Be opportunistic. (Yes, plan, but leave space to move.)
Maven by Maria’s Approach: What You Do Differently
Trend-forward content mapping We overlay macro shifts (e.g. Threads rising) with micro insights in your niche. The result? A content roadmap that’s proactive, not reactionary.
Cross-channel audit + “bleed mapping” We audit your current presence on X, Instagram, LinkedIn, TikTok, then map how your brand voice bleeds across platforms, ensuring consistency and relevance.
Testing infrastructure first Before committing heavy ad spend or large production, we design “mini-launches” on Threads: small pilots, engagement tests, creative experiments.
Agile analytics architecture We don’t just report metrics, we build dashboards tracking shift rate, trend adoption curves, cross-platform correlation influences.
Final Thought: Don’t Wait for the “Tipping Point”
Yes, Threads might surpass X in usage soo, but by the time that “crossover moment” is evident to everyone, the prime window to move before the noise floods in could be closing.
At Maven by Maria, our philosophy is: “Don’t follow where the crowd is going, detect where it’s heading.” If you’d like help proactively migrating audiences, content strategies, or measurement systems to newer platforms like Threads, let’s talk.