Meta’s (META) Threads is no longer just “the other app.” It’s now one big month away from overtaking X in daily mobile users — and it’s growing faster, engaging more, and quietly reshaping what the future of text-based social looks like.
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According to third-party data, Threads clocked 115.1 million daily mobile users in June, up a staggering 127.8% year over year. X still holds the lead at 132 million, but its user base has been slipping — down more than 15% over the same stretch. The two are now just 17 million apart, and the momentum isn’t hard to spot.
That’s a gap Meta knows how to close.
Threads Isn’t Winning Because It’s X 2.0, It’s Winning Because It’s Not
Unlike X, which still leans heavily on desktop traffic, Threads was built mobile-first — and it shows. Meta leaned into its strengths from day one, tying Threads directly to Instagram’s identity layer. That gave it immediate scale, frictionless onboarding, and a natural ecosystem for growth.
But this isn’t just about distribution. Threads is pulling ahead on engagement, too. According to Buffer, the platform now delivers 73% more engagement per post than X, even with a smaller user base. That metric matters — it’s the kind of performance that makes brands rethink where to post and where to pay.
And now, Meta is building out utility. Direct messaging is in testing, with more independent features rolling out as Threads matures away from Instagram’s shadow. Slowly, it’s becoming not just a sibling app, but a standalone destination — and one that feels less chaotic, less reactionary, and more signal than noise.
Meta Is Winning by Default
X is still trying to define what it is. Meta doesn’t have that problem. Brands, users, and advertisers know what they’re getting: stability, reach, and product velocity. That matters in a moment where social media feels increasingly fragmented.
Threads might not carry the cultural heat of early Twitter or the chaos of Elon-era X, but it doesn’t need to. It’s becoming the default for text-driven brand comms, lightweight thought leadership, and niche content communities — the same lanes that once made Twitter invaluable.
And with daily usage accelerating and features catching up fast, Threads is setting up for a full conversion moment — not just of users, but of advertiser budgets, creator time, and platform preference.
Is META a Good Stock to Buy Now?
Wall Street remains firmly bullish on Meta Platforms, with 45 analysts covering the stock and a resounding 41 rating it a Buy. The average 12-month META price target stands at $731.40, which represents a modest 1.49% upside from the current price of $720.67.
