Threads Hits 150 Million Daily Active Users & Expands Ad Options — What Creators and Brands Need to Know

Meta’s text-based social app Threads has just hit a major milestone — 150 million daily active users. Announced during Meta’s latest earnings call, this figure signals strong momentum for the platform, showing that Threads is far from a passing trend.

But the milestone isn’t just about user growth — it reflects how the app is evolving into a serious space for creators, advertisers, and community-driven engagement. For brands and marketers, this is a wake-up call: Threads is becoming a meaningful part of the social media ecosystem.

1. Why 150 Million Daily Users Matters

Growth Momentum

When Threads first launched, it captured attention with record-breaking signups. But sustaining that excitement was the real challenge — and Meta appears to have done it. Reaching 150 million daily users proves the platform has retained a loyal, active audience instead of fading after initial hype.

Platform Credibility

For creators and advertisers, user scale equals opportunity. The new numbers validate Threads as a legitimate marketing channel. A platform with consistent daily activity creates predictable visibility — something essential for campaign planning and ROI tracking.

Ad Ecosystem Expansion

Meta has started rolling out ads in the Threads feed, with plans to introduce video ad formats soon. This creates a natural bridge between organic and paid strategies, similar to Instagram’s early monetization phase. The timing couldn’t be better for brands seeking fresh ways to reach engaged audiences without the saturation seen on other networks.

2. What’s Changing for Creators & Brands

From Hype to Habit

At launch, many users joined Threads out of curiosity. Now, they’re staying for the conversations. Time spent per session is increasing, and engagement metrics suggest more meaningful interactions rather than passive scrolling.

For creators, this shift represents an opening to build lasting relationships — not just chase fleeting trends.

Ad Formats & Monetization Opportunities

Threads’ ad rollout unlocks opportunities for both creators and brands. Sponsored threads, collaboration posts, and niche community targeting make it easier to reach audiences authentically.

If you’re running experiments or managing multiple campaigns, resources like the Buy Bulk Threads Accounts Guide can help you scale efficiently — setting up separate profiles for different audiences, tones, or industries while maintaining compliance and control.

Building with Authenticity

Threads thrives on text-based authenticity. Unlike Instagram’s visual perfection or TikTok’s fast cuts, Threads rewards substance — commentary, opinion, conversation, and relatability. Creators who prioritize genuine interaction over polish will grow fastest.

3. A Strategic Playbook for Brands

A. Audit Your Presence

Before diving in, assess how your brand’s tone fits the Threads environment.

• Are your posts discussion-driven?
• Do they encourage replies, questions, or insights?
• Can you maintain a consistent voice without over-automation?

B. Start Small, Scale Smart

Open a dedicated Threads account to test campaigns or community-driven initiatives.
Experiment with tone, cadence, and themes. Once engagement patterns emerge, you can build additional profiles or ad campaigns targeting specific segments.

C. Prioritize Engagement Over Exposure

Threads’ feed algorithm favors genuine interactions. Encourage replies and discussions, not just likes. Share insights, ask questions, and respond in-thread. This not only boosts visibility but also strengthens community credibility.

D. Integrate Ads Intelligently

When investing in Threads ads, treat them as conversation starters, not hard sells.
Try content-driven campaigns like behind-the-scenes posts, creator partnerships, or open Q&As. Since the platform emphasizes dialogue, brands that feel “human” will outperform those using recycled ad formats.

4. Challenges to Watch

Platform Still Maturing

Threads continues to refine its features — from hashtags to API support and advanced analytics. That means early adopters might encounter occasional limitations. However, early movers typically gain stronger organic positioning before competition heats up.

Balancing Authenticity & Marketing

Because Threads users expect real conversation, overly polished marketing content can fall flat. Brands need to strike a balance — human tone, clear value, and creative storytelling win.

Operational Complexity

Managing multiple Threads accounts or campaigns takes time. Consider automation tools and strategic scheduling, but avoid overusing bots. Manual engagement remains the key differentiator.

Rising Ad Competition

As Threads’ ad features expand globally, competition will increase. Early adopters should lock in learnings and brand presence now, before ad costs surge with market maturity.

5. Where Threads Fits in the 2025 Social Landscape

Threads occupies a unique middle ground between text-based commentary (like X) and visual-first storytelling (like Instagram). It’s the conversation layer of Meta’s ecosystem.

For creators: it’s a chance to express opinions, insights, and ideas without worrying about production value.
For brands: it’s an organic discovery channel — a place to show personality and interact authentically.

Threads also connects deeply with Instagram. Cross-platform posting, audience carryover, and unified messaging make it easier for brands to integrate Threads into existing workflows. This hybrid design could make Threads the go-to space for thought-driven communication over the next year.

6. How to Position Yourself Ahead

Focus on Voice

The most successful Threads creators sound like real people, not corporate copywriters. Develop a recognizable, authentic tone — humorous, educational, or thought-provoking.

Embrace Real-Time Trends

Threads thrives on live commentary. Participate in trending topics early, share opinions, and join active discussions — visibility spikes when your posts appear within trending threads.

Build Micro-Communities

Instead of chasing viral reach, focus on niche clusters — communities that align closely with your product, service, or expertise. Engaged micro-communities convert better than broad, passive audiences.

Use Multi-Profile Strategies

Different accounts can target different verticals, tones, or content types. This is especially useful for agencies or creators running multiple campaigns. Managing diverse profiles efficiently lets you test faster and adapt to feedback without risking your main account.

7. The Future of Threads

Threads’ trajectory — from 0 to 150 million daily users in roughly 18 months — mirrors early Instagram growth. Its text-first foundation differentiates it from other Meta properties, but integration ensures sustainability.

Expect more updates:

• Advanced analytics for creators.
• Deeper integration with Instagram Reels and DMs.
• Expansion of ad formats including carousels and videos.
• Potential for creator monetization tools, such as subscriptions or brand partnership dashboards.

As Meta continues refining Threads, the platform could soon rival X and even LinkedIn in professional, conversational, and thought-leadership spaces.

8. Final Takeaway

Threads’ rapid growth cements it as a must-watch platform for creators, brands, and advertisers in 2025. Its community-first culture, authentic tone, and evolving monetization options make it one of the most exciting social channels of the year.

If you’re not experimenting on Threads yet, now is the moment. Start small, learn the culture, engage authentically — and scale strategically using insights from guides like the Buy Bulk Threads Accounts Guide.

Threads is no longer a side project; it’s shaping into the digital town square of Meta’s social universe. The earlier you claim your space, the greater your long-term payoff.