Meta is tightening the screws on Threads, signaling a new phase of focus and ambition for the platform. The company has appointed Connor Hayes, a long-serving product exec, as the new head of Threads—marking the first time the app has had a dedicated leader separate from Instagram.
The shift comes at a time when Threads is showing serious signs of growth, potentially edging closer to becoming a major rival to X (formerly Twitter) in the real-time social space.
A Familiar Face with Fresh Focus
Connor Hayes isn’t new to Meta. In fact, he’s been around long enough to know how the machine runs—and how to get things done. His resume includes key roles on projects like Instagram Reels, Meta’s generative AI initiatives, and tools to support creators and improve monetization. In other words, he’s had his hands on all the growth levers.
This isn’t just another internal shuffle. It’s a signal that Meta sees Threads not as a side hustle under Instagram, but as a legitimate platform that deserves its own leadership and lane.
Adam Mosseri, who until now had been juggling both Instagram and Threads, summed it up best:
“Threads at this point is a real platform… and so it needs a dedicated lead.”
That says a lot.
What’s Behind the Timing?
So, why now? Why carve out a dedicated role for Threads in the middle of 2025?
The answer might be in the numbers—though Meta hasn’t made them public lately. Threads had hit 350 million monthly active users by April, and the general buzz suggests the app hasn’t slowed down.
It’s entirely plausible that Threads is already knocking on the door of 400 million actives. Once an app hits that level of scale, network effects kick in hard. More users mean more content, which brings more attention, which brings even more users. That’s how platforms snowball into giants.
And with X continuing to draw criticism and decline in various metrics, Threads might just be in the right place at the right time.
X vs Threads: Changing of the Guard?
For all Elon Musk’s showmanship, X is looking a bit weathered. Musk himself claimed earlier this year that X has 600 million monthly users, but there are signs that people are spending less time there. Advertiser confidence is still shaky, and moderation remains a sore spot.
Threads, by contrast, is going for a cleaner, calmer space. Less chaos, fewer algorithmic doom spirals, and more focus on quality interaction.
And that approach might be working.
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Threads reportedly has higher engagement among younger users
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Download rates have remained steady through Q2 2025
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Time spent per user has reportedly doubled since late 2024
While Threads isn’t quite toppling X yet, the ground is shifting. The fact that Meta is investing more seriously into Threads—starting with leadership—means they see real opportunity ahead.
What Hayes Brings to the Table
Hayes isn’t flashy, but he’s effective. During his time overseeing Reels, Instagram managed to claw back significant ground from TikTok, at least in terms of product parity. Reels monetization tools also gave creators more reasons to stay and build audiences.
He’s also been hands-on with generative AI features, which could suggest more AI-driven tools are headed to Threads.
But perhaps most importantly, Hayes has worked on creator monetization—something Threads currently lacks in any real sense. That could change.
Even Mosseri hinted that the future of Threads might not just be about scale, but also sustainability. And that means creator tools, ad revenue sharing, and long-term engagement.
Still Tied to Instagram—For Now
Interestingly, Threads isn’t being cut loose entirely. Meta confirmed that Threads remains part of the broader Instagram team, at least structurally. So Hayes will still operate under Mosseri’s umbrella.
It’s a sort of halfway independence.
The setup could be temporary—or it could be strategic. Keeping Threads close to Instagram allows it to tap into the same infrastructure, data, and user base. Threads accounts are still tied to Instagram logins, and cross-posting is a big part of its growth tactic.
If Threads does keep gaining traction, a full separation might follow. For now, it’s like a teenager who still lives at home but has their own room.
