When Threads first launched back in July 2023, many viewed it as a “Twitter alternative.” Although it’s backed by Meta, the early buzz fizzled fast. For a while, it seemed like another big-tech swing-and-miss.

But since then, things have certainly changed. The platform has evolved from Meta's quick response to Twitter or X's turbulence into something far more substantial.

Here we are in 2025, and Threads? It's still standing and growing steadily.

So, what’s changed? Here's a round-up of everything we know about how Threads works in 2025.

Threads in Numbers

Screenshot by Meta

The microblogging app gained 2 million signups in 2 hours since its launch in 2023. But since then, there has been a decline in the number of new users.

According to Backlinko, there are 320 million monthly active Threads users in January 2025.

But what's more interesting is how people are using it. The average user now spends 24 minutes daily on the platform, up from just 8 minutes in 2023.

As for engagement rates, they are actually higher than Instagram for certain content types. Text-based thought leadership and quick takes on industry news typically see 2-3x the engagement compared to the same content on other platforms.

What Changed in Threads in Recent Years

Screenshot by Meta

Meta didn’t give up on Threads when the public lost interest. Instead, they made some updates to the app. They layered in features, tweaked the UX, and synced it tighter with Instagram.

It’s still text-first, sure. But this year’s update added some serious flair:

• Topic feeds curated by your favorite communities and interests

• Quote Controls feature as a way to manage who can engage with you and your posts

• Intuitive media player with new pause, play, and skip buttons

• Insights and in-app scheduling for creators and brands

• API integration with Instagram Business Suite

• Threaded comments that actually make conversations feel conversational

• Chronological and algorithmic views (no more endless scrolling into irrelevance)

If you’re planning to utilize Threads for your brand, these features aren’t just extra perks. They are built to save you time and reduce the chaos.

Why Threads Matters Again

Let’s talk about strategy for a second.

But Threads isn’t trying to be the main app anymore. It’s trying to be a place for thoughts that don’t need an image and ideas that don’t need a 60-second edit.

Here are some niches that thrive in this app:

• Tech and AI

• Mental health and wellness

• Creator economy chat

• Bookstagram crossover

• Digital marketing and SaaS

If that overlaps with your niche, it’s worth jumping back in.

How the Threads Algorithm Works

Photo by Meta

The Threads algorithm in 2025 works quite differently from its early days. Back then, it ran on a chronological-plus-popular hybrid feed.

Now? It’s powered by what Meta calls conversational relevance. What does that actually mean?

If your post sparks meaningful back-and-forth, the algorithm notices. A carousel of likes won’t cut it anymore. Threads wants chatter and discussion. It wants posts that start mini forums in the comments.

“Creators, are you charging hourly or by project, and why?”

“Hot take: Reels are killing carousel posts. Agree or disagree?”

These kinds of prompts trigger conversation, and Threads eats that up.

Here’s where it gets a little meta—literally.

Meta no longer refers to the Threads feed system as an “algorithm.” Instead, they’ve rebranded it as an AI system. According to Threads:

“The content you see on your Threads feed is selected, ranked, and delivered by an artificial intelligence (AI) system. Multiple machine learning models work together to deliver your experience.”

Why the shift in language? Probably because after the 2023 AI boom, people are more comfortable hearing “AI” than “algorithm.” It’s familiar, even if it’s essentially the same thing.

Still, it’s worth noting. Threads is leaning heavily into AI-driven curation. Understanding how that AI system works can help you play smarter in this app.

The Two Feeds: For You vs. Following

If you’re on Threads regularly, you’ve probably already toggled between these:

• Following Feed: Pure, unfiltered, chronological. Only posts from accounts you follow, in real-time.

• For You Feed: A curated mix of posts from people you follow and people you don’t. These are selected by Threads’ AI system based on your behavior and interests.

Focus on the For You feed if you’re trying to grow your Threads account. That’s where new users find you and where posts can hit beyond your follower count.

What’s the Difference Between Threads and X?

Image by Stacked Marketer

Between Elon Musk’s ever-shifting policies, a surge in bot activity, and monetization changes, X can feel more volatile, especially for brands trying to look polished and professional.

Threads, by contrast, feels calmer. Not exactly squeaky clean, but certainly more like a moderated group chat than a global shouting match.

It’s tied to Instagram accounts, which means fewer anonymous trolls, more accountability, and better moderation tools.

So, if you’re running client accounts, Threads is the lesser risky playground. Here’s a side-by-side comparison between these two similar sites:

What Kind of Content Performs Best on Threads in 2025?

Threads is no longer just an Instagram afterthought or a Twitter clone.

In 2023, it was common to simply cross-post your Twitter threads or IG captions. But in 2025, Threads has evolved into a distinct content ecosystem, and it rewards creators who treat it that way.

If you're still treating Threads like a dumping ground for recycled posts, you're missing the point. Here’s the kind of content that’s thriving right now:

• Micro-storytelling: Short, personal anecdotes related to your industry perform surprisingly well

• Behind-the-scenes glimpses: The workday reality posts that might seem mundane on other platforms thrive here

• Nuanced hot takes: Contrary to other platforms, nuanced perspectives outperform extreme positions

• Plain text performs well: Carousels with short-form insights and basic visuals are still the top-performing format on Threads (how-tos, checklists, or bite-sized strategies)

Text remains king on Threads, despite Meta's attempts to push more visual content. That said, you need to focus on authentic storytelling and community-first engagement on this app.

The Community Factor: Why Micro-Niches Are the Real Growth Hack on Threads

One of the most powerful shifts on Threads in 2025 is the rise of micro-communities. These are tight-knit clusters of users talking about specific interests, topics, and vibes.

Micro-communities on Threads are topic-driven conversation ecosystems that form organically around recurring discussions.

Threads is no longer about posting to the void. If you want your content to go viral or even get consistent traction, you need to be seen by the right community first.

How to Find Your Niche on Threads

Here are actionable strategies to zero in on your niche and start building authority in that space:

1. Audit your existing content and interests.

2. Search using keywords and hashtags (#aitools, #wellnesstips, #selfhelpbooks).

3. Lurk and read threads within your potential niche before posting.

4. Create “anchor” content to establish your voice.

5. Engage in conversations, not just content drops.

6. Use consistent language and formatting.

7. Post consistently for 2-3 weeks, then double down on what performs well

The key to growing on Threads in 2025 is intentional visibility. That starts with knowing your niche, showing up consistently, and becoming part of the ongoing conversation.

When you stop broadcasting and start belonging, Threads rewards you. With reach, with followers, and with actual community.

The Bottom Line: Is Threads Worth Your Time in 2025?

Whether you’re a solo creator, social media manager, or managing multiple brand accounts, Threads in 2025 has made one thing clear: community is the new currency.

As Threads grows in complexity, managing multiple niche-focused content streams across platforms can become overwhelming. That’s where a tool like Loopify steps in.

Loopify is designed to support community-first platforms like Threads by helping social media professionals:

• Organize and plan content specifically for conversational platforms

• Track performance trends based on engagement, not just impressions

• Manage multiple accounts with clarity across niche segments

• Repurpose high-performing posts while maintaining platform-native tone

What’s your current Threads strategy? Tag us or message us on social! We’d love to hear how you’re navigating the platform. Let’s keep learning together!