Threads Is Growing Fast: Here’s What You Need to Know About Video Ads and New Features

Threads has officially hit its stride. With over 350 million monthly active users, and an increase of 30 million in just one quarter. Meta’s microblogging platform is proving it’s not just a flash in the pan.

In this blog, we’ll explore the latest updates to Threads, including new video ads, profile enhancements, and what this all means for your social media strategy.

Why Should Marketers Pay Attention to Threads Right Now?

It’s easy to underestimate Threads as “just another app,” especially in a crowded social media landscape. But with Meta backing it, and growth accelerating rapidly, Threads is shaping up to be a key platform for real-time conversation, creator engagement, and now, even paid media.

The platform has now reached 350 million monthly active users, according to Mark Zuckerberg. That’s more than X in some key markets, and the trend is only heading upward.

What Type of Content Works Best on Threads?

Right now, text-based posts perform best, especially those that are funny, insightful, or educational. Threads feels very much like the early days of Twitter: less polished, more personality.

So if you’re a business or brand looking to build community, start by sharing short-form thoughts, behind-the-scenes content, or live updates from events.

What’s the Deal with Video Ads on Threads?

One of the most exciting updates coming soon to Threads is the introduction of video ads. These short, 16:9 format ads are being tested with a small group of advertisers, but a full rollout is expected before the end of 2025.

• The ads will be clickable, expanding to full-screen when tapped.

• This feature will bring Threads in line with Meta’s broader advertising ecosystem, which includes Facebook, Instagram, and WhatsApp.

For brands, this offers a new way to reach audiences in a more conversational, less polished space, perfect for authentic storytelling or teaser-style promotions.

Can You Now Add More Links to Your Threads Profile?

Yes! One of the most useful features recently announced is the ability to add up to five links to your Threads profile.

Even better? You’ll be able to see which link is performing best, giving you insights into where your audience wants to go, whether that’s your website, podcast, email sign-up, or YouTube channel.

Can You Join Threads Without Instagram Now?

Almost! Currently, signing up for Threads still requires an Instagram account, but that could soon change.

Meta is testing a standalone sign-up process in the EU, where users would only need an email or phone number. This is part of a broader move to make Threads more independent from Instagram, removing cross-platform recommendations and letting it breathe as its own space.

This could help open Threads up to new audiences and give brands more flexibility in platform strategy.

Is Threads Becoming Part of the Daily Routine?

If you’ve noticed more notifications from Threads lately, you’re not alone. Many social media managers (myself included!) are seeing increased engagement, more likes, and better visibility, especially for regular, thoughtful updates.

While Threads might not be the first app you open in the morning yet, it’s definitely becoming part of our social media psyche.