
Is Threads Losing Its Spark? Users Still Avoid Clicking Links!
2025-07-14
Author: Yu
Threads: The New Contender with Room for Improvement
As Threads celebrates its second anniversary, it's emerging as a serious contender against X, boasting over 350 million monthly users. Mark Zuckerberg is optimistic, eyeing Threads as Meta's next billion-user app. However, despite its growth, the platform is struggling to direct users to other websites, casting doubt on its value for creators and publishers dependent on external traffic.
Link Disinterest: A Major Hurdle for Threads
According to marketing intelligence firm Similarweb, outbound referrals from Threads surged to 28.4 million in June—a significant rise from 15.1 million the previous year. Yet, with more than 115 million daily users, this figure is still remarkably low. Users have begun to suspect that Meta may be intentionally deprioritizing posts with links, prompting a hesitancy among users to share them.
Is Meta Changing Its Tune?
Adam Mosseri, head of Instagram and Threads, has hinted at a shift, stating that Threads doesn't actively downrank links but emphasizes users' disinterest in engaging with them. Recently, Meta has recognized the importance of links and is taking measures to promote quality links in recommended posts.
Mixed Results in Link Engagement
Despite changes aimed at enhancing link visibility, the platform is still underperforming in traffic generation. In a grim comparison, Threads sent only 51.8 million referrals from May to June of this year, even as it has doubled its monthly user base since last year.
Publishers Left in the Lurch
Publishers, who should theoretically benefit from posting links on Threads, are still noticing minimal traffic spikes. Analytics from Chartbeat suggests a modest increase in page views from Threads—up from 8.8 million in January to 15.1 million in June—but this still represents only a fraction of their overall traffic.
Competitive Landscape: Threads Vs. Rivals
While Threads is growing, it's lagging significantly in traffic generation compared to other platforms. Referral traffic from Threads constitutes less than 0.1% of overall site referrals, starkly contrasting with Facebook’s 2-3% and Google Discover’s 13-14%. Even Twitter, under Elon Musk's leadership, provided 1.2% of referrals, pointing to Threads' struggle for visibility.
Navigating Content and Purpose on Threads
The platform has seen some spikes in traffic to political news outlets post-policy changes, but gains seem inconsistent among publishers. The Boston Globe’s VP of Platforms highlighted Threads' struggles in conversion rates compared to platforms like Bluesky and X.
Future Challenges: Can Threads Find Its Niche?
As Threads gears up to introduce ads, their ability to engage users with links will be vital for attracting advertisers. Marketing consultant Lia Haberman notes that Threads seems to lack a clear identity, likening it to a 'suggestion box' rather than a dynamic social media hub. Amidst a shifting landscape where AI is reshaping online search, Threads may need to carve out a distinct role to support creators and publishers effectively.
The Road Ahead for Threads
In this evolving digital age, can Threads transform into a reliable traffic driver? With the potential to capitalize on post-search behaviors, it stands at a crossroads—navigating user expectations and establishing its unique identity remains critical for its future success.