Threads reaches 500 million users: should your business be on it now?

Threads, Meta's text-focused social media platform, crossed the 500 million monthly active users milestone in June 2026 — doubling its user base in just one year. At the same time, Threads advertising is now available globally, and early advertisers are seeing CPMs that are according to ALM Corp 30 to 40% lower than Instagram. For entrepreneurs and social media managers, the question is clear: is it time to take Threads seriously?

What exactly is Threads?

Threads is a text-focused platform that Meta launched in July 2023 as an alternative to X (formerly Twitter). It revolves around short text updates, conversations, and community interaction. Unlike Instagram, where visual content takes centre stage, Threads is about what you say — not how it looks.

The platform is directly linked to your Instagram account, making the barrier to entry extremely low. Your existing Instagram followers can follow you on Threads with a single tap, and your profile is automatically created based on your Instagram details.

Why is Threads growing so fast?

The growth of Threads is no accident. According to Forbes, Meta has followed a clever strategy:

• Instagram integration — the seamless connection with Instagram makes starting on Threads virtually frictionless
• Improved search — Threads now surfaces not just accounts but also topics, ongoing conversations, and relevant content by keyword
• Communities — with new community features, flair icons, and live chat, groups can organise around specific topics
• Algorithm control — users can customise their feed, similar to Instagram's 'Your Algorithm' feature

Threads advertising: what you need to know

Since January 2026, Threads ads have been available globally through the Meta advertising platform. According to Digital Music News, this is the most significant new advertising surface Meta has introduced since Instagram Stories ads in 2017.

Benefits for advertisers

• Lower costs — CPMs are 30-40% lower than Instagram, meaning you reach more people with the same budget
• Less competition — since many advertisers haven't taken Threads seriously yet, there's a clear first-mover advantage
• Text-first format — ads that feel conversational and authentic outperform polished visual content
• Meta ecosystem — you manage Threads ads from the same Meta Ads Manager you already know

What does advertising on Threads cost?

Due to lower competition, cost per thousand impressions (CPM) is currently significantly lower than on Instagram or Facebook. For small business owners with a limited advertising budget, this is a rare opportunity to build reach cheaply before prices inevitably rise — something that happens on every platform as more advertisers join.

Is Threads right for your business?

Threads isn't the right choice for every business. The platform works best if you:

• Are already active on Instagram — the integration makes getting started simple and gives you an immediate audience
• Have strong opinions or expertise — Threads rewards substantive contributions, not perfect photos
• Enjoy conversations — the platform is about dialogue, not broadcasting
• Can reach your target audience — with 500 million users, the chance that your audience is there is growing

Industries that do well on Threads include: marketing and communications, tech and SaaS, coaching and consultancy, media and journalism, and local services with a strong personal brand.

Five tips to get started with Threads as a business

1. Claim your profile via Instagram

Your Threads profile is linked to your Instagram account. Make sure your Instagram profile is up to date with your business name, bio, and website link. After creating your Threads profile, you can customise your bio separately for Threads.

2. Share expertise, not sales pitches

Threads users value substantive contributions. Share tips from your field, respond to trends in your industry, or give a behind-the-scenes look. A baker explaining why sourdough needs 48 hours to proof gets more engagement than a baker who only promotes their croissants.

3. Join the conversation

Reply to relevant threads in your niche. Add value to ongoing conversations. This is how you grow organically on Threads — not by broadcasting, but by participating.

4. Post consistently, but without pressure

On Threads, you don't need to create perfect visuals. A short, sharp two-sentence text can have as much impact as a long post. Start with three to five posts per week and see what works.

5. Experiment with Threads ads

While CPMs are still low, this is the time to test. Start with a small budget, try different messages, and discover which tone resonates with the Threads audience. Remember: authentic and conversational works better here than formal and corporate.

Threads vs. X (Twitter): what's the difference?

While Threads and X are both text-focused platforms, there are important differences:

• Tone — Threads is generally more positive and collaboration-focused, while X is known for debate and news cycles
• Algorithm — Threads relies more heavily on the Meta algorithm for content distribution, meaning your posts can reach people who don't follow you
• Advertising — Threads uses the proven Meta Ads platform, while X has its own advertising system
• Integration — Threads is seamlessly connected to Instagram, making cross-posting and audience building easier

What does this mean for the future?

S&P Global Visible Alpha estimates that if Threads reaches one billion users with a functioning ad business, it could generate at least $30 billion annually. According to Portada, more and more brands are viewing Threads as a serious marketing channel — not an experiment.

Meta is currently deliberately investing in growth over monetisation. This means the platform is still relatively ad-light, which creates opportunities right now for businesses that get in early.

How PostSimple helps you with Threads

Adding a new platform to your social media mix sounds like more work — but it doesn't have to be. With PostSimple, you plan all your social media content in one place, including the text-focused posts that are perfect for Threads. You write your content, schedule it, and PostSimple ensures it gets published at the right time.

By planning your Threads content alongside your Instagram, Facebook, and LinkedIn posts, you maintain overview and consistency without extra time investment. And with PostSimple's AI features, you can quickly generate compelling text content — exactly the type of content that performs best on Threads.

Conclusion

With 500 million users and globally available advertising, Threads is no longer an experiment — it's a mature platform offering serious opportunities for businesses. The lower advertising costs, seamless Instagram integration, and text-first nature make it particularly interesting for entrepreneurs looking to expand their reach without a large budget.

The question is no longer whether Threads will become relevant, but when it will become a standard part of every social media strategy. Those who start now are building a head start that will be difficult to catch up with later.

Ready to add Threads to your social media strategy? Try PostSimple for free and plan all your social media content — including Threads — from one clear dashboard.