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

In 2023, Threads gained 5 million users in the first hour after launch – an absolute record at the time. In 2026, the platform keeps growing and is on track to overtake X (formerly Twitter) in daily active users. At Altanet Craiova we believe Threads is the platform worth working on now, before it becomes crowded – just as 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 a microblogging platform (short text posts, similar to what Twitter was in its early days) launched by Meta – the company behind Facebook and Instagram. Unlike X, Threads is connected directly to your Instagram account – which means you automatically bring your Instagram followers over to Threads, without starting from scratch.

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

Why is Threads growing so fast?

There are three main reasons:

• The Instagram network advantage: any Instagram user can switch to Threads with a single click, bringing all their followers along. Threads doesn't start from zero – 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 the policy changes under Elon Musk. Threads absorbed a significant part of this migration wave.
• The algorithm favours 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 has Threads brought in 2026?

• Ads available to all Meta advertisers: after a testing period, Threads opened its advertising platform to everyone using Meta Ads (Meta advertising). 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.
• Interests in profile: 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 a single link in the bio, Threads allows several links – a clear advantage for businesses with multiple products or pages.
• Private messages (DMs – direct messages) enabled: Threads has enabled private messages for close connections, turning from a purely public platform into a space for private conversation too.
• Cross-posting with Instagram Stories: Threads posts can be shared automatically to Instagram Stories – doubling your reach with no extra effort.

How fast is Threads growing compared with X?

How can you use Threads for your business in 2026?

• Start now, while competition is still small. Threads is still a platform taking shape – the algorithm distributes quality content generously, without needing 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 works best as a space for dialogue – share experiences, ask questions, reply to comments. Posts that are too commercial get low engagement.
• Use cross-posting with Instagram Stories to double your reach with no extra effort.
• Explore Meta ads on Threads if you already have active campaigns on Facebook or Instagram – the audience is the same, and the cost may be lower because of reduced competition on this platform.

What comes next?

According to Devaney Agency, Threads will become the main microblogging platform by 2027 if the growth rate holds. The best time to start is now – while the platform is still expanding and the algorithm is generous with new accounts.

Not sure where to start with Threads or how to integrate it into your social media strategy? The Altanet Craiova team can help you with a concrete plan. Visit our contact page and let's talk.

This article is part of the Altanet series on the 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.