Meta’s Threads has crossed the 400 million monthly active user mark, and—more importantly for growth teams—its daily actives on mobile are closing the gap with X. That scale changes the calculus for newsrooms, creators, and brands deciding where to invest community management hours. Threads’ conversational tone rewards quick, image-lite posts and reactive commentary, which is cheaper to produce than high-polish video. For acquisition, the algorithm still privileges timely replies to trending prompts, so “participatory posting” beats scheduled broadcasts. For retention, early data suggests follower graphs are compounding faster than on rival text networks because cross-promotion from Instagram lowers the friction to follow. If you wrote off Threads at launch, revisit: the content graph is denser, APIs and features are maturing, and the audience skews brand-safe. Treat it as a water-cooler, not a broadcast tower, and your presence will grow accordingly.
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- us states suing federal govt over ev infrastructure rollback
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