Zuckerberg Says Threads Is Bigger Than X — or About to Be. What Advertisers Should Weigh

Zuckerberg’s claim

In an interview with Sources, Meta CEO Mark Zuckerberg said: “Threads is doing great. I think it’s either bigger than X at this point, [or] it’s like very soon about to be.” Threads was built to unseat Twitter/X, and Meta appears close to that goal — another case, like Stories borrowed from Snapchat, of Meta expanding its ad business by replicating a rival. The Threads vs. X question is now a practical one for advertisers.

Zuckerberg said he still uses both because the communities differ, and many AI industry people he wants to reach remain active on X. “I think part of what you try to do with social media is just communicate where people are,” he said. “When you post, you probably don’t just post in one place... I post the same things on Threads and X.”

The numbers

• X: In May, the SpaceX prospectus put X at around 550 million monthly active users, up from 520 million in December 2025. Elon Musk said in May 2024 that X had 600 million, implying either a nearly 10% decline or an earlier exaggeration. X has also reported declining EU usage.
• Threads: reached 500 million monthly active users in June, growing steadily as a home for users who left Twitter after Musk’s late-2022 takeover.

Taken together, official reporting and external data suggest the two apps are now at roughly the same scale.

Advertisers should weigh audience, not size

Zuckerberg’s point about distinct communities matters more for advertisers than the headline race. What counts is who uses each app. If your target audience is active on X, it remains a relevant channel; Threads hosts its own active communities across many topics.

A practical approach:

• Compare conversation volume and the type of accounts engaging around your category keywords on each app.
• Check where competitors and industry influencers are most active.
• Run a low-cost test by posting the same content in both places and comparing response — as Zuckerberg himself does.

Threads is adding brand tools quickly, and five steps for brand presence on Threads is a useful starting point. X still holds strength in real-time conversation such as sports, which is why X redesigned NFL Gametime.