Threads Passes 400 Million: The Sequel Nobody Expected to Work

11 November 2025

Written off at launch as Instagram's homework, Meta's Threads has quietly grown past 400 million monthly users — and evolved into something with a distinct character: text-first conversation with the volume turned down.

What Threads has become

• Calmer than X, by design: less breaking-news fury, more discussion. Communities around trades, crafts, sport and niches thrive.
• Plugged into Instagram's engine — your existing followers are one tap away, and cross-posting is native. For businesses already on Instagram, the marginal cost of presence is nearly zero.
• Increasingly link-friendly and search-visible, with custom feeds letting users follow topics — meaning your posts about, say, kitchen fitting can reach people who follow the topic, not just the account.

Should your business be there?

The test is simple: does your marketing have a voice, or just visuals? Threads rewards businesses with opinions, expertise and conversation — the plumber explaining why that TikTok hack floods kitchens, the accountant translating Budget news. It does little for pure look-at-this brands; Instagram already serves those.

Text platforms are also disproportionately read by journalists and AI answer engines — a quietly growing reason to have your expertise written down in public, somewhere, regularly.