X Runs Targeted “Better Than Threads” App Store Ads

X has begun using targeted advertising in the Apple App Store to position itself directly against Threads. When users search for “Threads,” they may now see a promoted X listing with the headline “Better than Threads.” The standard X listing uses the tagline “Be the First to Know.”

The move suggests X is actively trying to intercept users who are considering or researching Meta’s rival platform. It marks a more aggressive competitive stance from X, which has previously downplayed Threads’ threat.

Threads, launched in July 2023, has grown rapidly, reaching 400 million monthly active users by August 2025. X has remained around 600 million monthly active users but has faced stagnation and regional declines. Meta has not released updated Threads user numbers since August 2025, leading to speculation that growth has slowed or plateaued. Some third-party estimates suggest active usage has declined for several months, though the data’s accuracy is debated.

Elon Musk initially dismissed Threads as “Instagram minus pictures” and criticized its moderation. Despite this, X’s decision to run specific anti-Threads advertising indicates growing concern about the platform’s emergence as a real-time conversation alternative.

Threads has steadily added features, including improved messaging, web support, and live chat tools, making it a more complete competitor. While it has not surpassed X in total users, its integration with Instagram and Meta’s resources have helped it establish a significant presence.

This development obviously stems from the the competitive pressure X faces nearly three years after Threads’ launch. As both platforms continue to evolve, user migration and retention will likely remain key battlegrounds in the social media space.