Threads Takes First Steps to Separate from Instagram
Instagram chief Adam Mosseri recently shared that Threads is starting to shift into a more independent phase, with the potential to fully separate itself from Instagram down the line.
Now, let’s be real: this was bound to happen. Threads and Instagram serve completely different purposes. People don’t necessarily want to follow the same accounts on both platforms. Why? Because the vibe is just different. What you look for on Instagram (photo dumps, aesthetic vibes, or reels of someone’s beach vacay) isn’t what you’re chasing on Threads. Threads, at least in theory, is more conversational and text-driven.
For me, it’s almost funny that this “revelation” is news. Of course, users don’t want their Instagram follows dictating their Threads experience—it’s like expecting your favorite restaurant to also be your go-to gym. It just doesn’t line up.
So, What’s Changing?
Mosseri announced that Threads is moving away from using Instagram connections during the onboarding process. But here’s the catch: it’s still leaning on your Instagram activity for post recommendations in the "For You" feed. So, while you might not be forced to follow the same crowd on Threads, Instagram’s shadow still looms in how Threads suggests content.
In my opinion, this half-step feels a bit off. Threads’ quick growth was largely thanks to its Instagram linkage—signing up was seamless because it piggybacked off IG. But now that it’s trying to carve out its own space, it needs to lean into being its own platform and stop acting like Instagram’s younger sibling.
The Numbers Speak
Still, you can’t argue with the numbers. Threads gained over 15 million new users this month alone—and we’re not even at the end of it. If that pace keeps up, Threads could surpass X (formerly Twitter) in user count by early next year. That’s wild when you think about how short a time Threads has been around.
It’s clear people are still curious about Threads, even with some of the platform’s early missteps. A lot of this growth comes from users migrating away from X, frustrated with Elon Musk’s constant changes. Whether you agree with Meta’s approach or not, it’s hard to deny that Threads is riding this wave of dissatisfaction pretty well.
What Threads Is Still Missing
Here’s where things get dicey. Threads’ biggest challenge is that it doesn’t quite feel… relevant. The platform’s anti-political content stance is a double-edged sword. While it keeps Threads more “friendly,” it also makes the timeline feel stale. Add to that their algorithm favoring entertaining content over real-time updates, and Threads can feel more like “TikTok for Text” than a space for meaningful conversation.
Now, I get why Meta is doing this—boosting engagement is easier when you show users light, entertaining posts. But if Threads wants to compete with X and attract users looking for breaking news and real-time discussions, this strategy just isn’t cutting it.
The thing is, people want context and relevance, especially on a text-first platform. TikTok’s algorithm works because it’s built for short, entertaining clips. But Threads? It’s positioned more like Twitter, which thrived on immediate updates and real-time conversations. Threads trying to be a catch-all for everything feels… off.
The Opportunity for Threads
Here’s what I think: Threads is sitting on a golden opportunity to become the go-to place for real-time discussions and news. X is losing credibility with its inconsistent moderation, while platforms like Bluesky are still too small to make a big splash. Threads, however, has the infrastructure and user base to fill this gap—if it’s willing to take the risk.
Yes, opening the door to political content and real-time news would mean Meta has to deal with more moderation challenges and misinformation concerns. But if done right, Threads could dominate this space and attract users who feel X has let them down.
Wrapping It Up
Mosseri’s announcement is a step in the right direction, but it’s just a baby step. Threads needs to fully commit to being its own platform—not just a sidekick to Instagram. Whether that means embracing real-time news or doubling down on being a lighter, friendlier space, Meta needs to choose a lane.
At the end of the day, Threads has incredible potential. The question is whether Meta is ready to take the risks necessary to make it happen. For now, I’m watching closely as Threads takes these first steps toward independence. Let’s see where it goes.
Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.