Threads 2026: X's real rival and why it's growing so fast

In 2023, Threads gained 5 million users in the first hour of its launch – an absolute record at the time. In 2026, the platform continues to grow and is on track to surpass X (formerly Twitter) in the number of daily active users. At Altanet Craiova We believe Threads is the platform worth getting involved with now, before it gets crowded – just like those who started on Instagram or TikTok early had a huge advantage over those who waited.

What is Threads and how does it work?

Threads is the microblogging platform (short text posts, similar to what Twitter was in the beginning) launched by Meta – the company behind Facebook and Instagram. Unlike X, Threads is connected directly to your Instagram account – meaning you automatically bring your Instagram followers over to Threads, without having to start from scratch.

The format is simple: short text posts, with the ability to add images, videos, and links. The style is more relaxed and conversational than LinkedIn, less hectic than X.

Why is Threads growing so fast?

There are three main reasons:

• The advantage of the Instagram network: any Instagram user can switch to Threads with a single click, bringing all their followers in. Threads doesn't start from scratch – it starts with billions of potential users already connected.
• Disappointment with X: many users and brands left X after the introduction of the pay-to-play model and policy changes from Elon Musk. Threads absorbed a significant portion of this migration wave.
• The algorithm favors small accounts: Unlike X, where you disappeared from the feed without a Premium subscription, the Threads algorithm distributes quality content regardless of account size. A new account with good posts can reach thousands of people.

What new features did Threads bring in 2026?

• Ads available to all advertisers Meta: After a testing period, Threads opened the advertising platform to all users. Meta Ads (Meta ads). This means you can target your ideal audience with ads on Threads using the same audience data as on Facebook and Instagram.
• Tags in images: the ability to tag products or people directly in images - similar to Instagram.
• Profile interests: users can add specific interests to their profile, helping the algorithm show them relevant content and brands find them more easily.
• Multiple links in profile: unlike Instagram, which allows only one link in the bio, Threads allows multiple links – a clear advantage for businesses with multiple products or pages.
• Private messages (DM – direct messages) enabled: Threads enabled private messages for close connections, transforming from a purely public platform into a space for private conversation as well.
• Cross-posting with Instagram Stories: Threads posts can be automatically shared to Instagram Stories – doubling your reach without any extra effort.

How fast is Threads growing compared to X?

How can you use Threads for your business in 2026?

• Start now, while the competition is still low. Threads is still a platform in the making – the algorithm distributes quality content generously, without the need for an account with thousands of followers.
• Connect your account to Instagram. If you already have an active Instagram account, switching to Threads is immediate and you automatically bring your existing community.
• Post conversationally, not promotionally. Threads work best as a space for dialogue – share experiences, ask questions, respond to comments. Posts that are too commercial have low engagement.
• Use cross-posting with Instagram Stories to double your reach without additional effort.
• Explore Meta Ads on Threads if you already have active campaigns on Facebook or Instagram – the audience is the same, the cost may be lower due to the reduced competition on this platform.

Why does it matter for GEO?

Public posts on Threads are indexed by Google. An active presence on Threads, with posts that are clear and relevant to your niche, contributes to your brand’s overall authority in the eyes of AI-powered search engines. The more platforms you are present on with consistent content, the more the AI recognizes you as a trusted source.

What's next?

right Devaney Agency, Threads will become the leading microblogging platform by 2027 if the growth rate continues. The optimal time to start is now – while the platform is still expanding and the algorithm is generous with new accounts.

Don't know where to start with Threads or how to integrate it into your social media strategy? The Team Altanet Craiova can help you with a concrete plan. Visit our page contact and let's discuss.

This article is part of the Altanet series on changes in social media and SEO in 2026. Next article: Pinterest 2026: the visual search engine that sells directly from the image. See also the complete guide to the series.