Meta is making a significant move with its fast-growing app, Threads, by appointing veteran product executive Connor Hayes as its first dedicated leader. This decision separates Threads’ leadership from Instagram for the first time, signaling Meta’s serious intent to build the platform into a major competitor to X (formerly Twitter) and a cornerstone of its social media empire.
A Signal of a New Era for Threads
The appointment of a dedicated head for Threads is more than just a corporate reshuffle. It’s a clear statement from Meta that the platform is no longer a side project. Until now, Instagram head Adam Mosseri was pulling double duty, overseeing both platforms. Mosseri himself acknowledged the change was necessary, stating, “Threads at this point is a real platform… and so it needs a dedicated lead.”
This move comes as Threads shows explosive growth. After reaching 350 million monthly active users in April 2025, industry buzz suggests it is rapidly approaching the 400 million mark. At this scale, network effects begin to take over, creating a self-sustaining cycle of user growth and content creation that can turn a popular app into a dominant force. Meta is clearly positioning Threads to capitalize on this momentum.
Who is Connor Hayes and What does he Bring?
Connor Hayes is a familiar face within Meta, known for his effective, results-driven approach. He is not a flashy personality but has a track record of executing on key growth initiatives. His experience is particularly relevant to the challenges and opportunities facing Threads.
Hayes has been instrumental in several of Meta’s most important projects. He played a key role in developing Instagram Reels, helping it compete effectively with TikTok. He has also been involved with Meta’s generative AI features and, crucially, has deep experience with creator tools and monetization. His background strongly suggests that building a sustainable ecosystem for creators will be a top priority for Threads.
The Growing Rivalry with X
Meta’s renewed focus on Threads comes at a time when its primary rival, X, appears vulnerable. While Elon Musk claims a user base of 600 million, reports suggest that user engagement and time spent on the platform are declining. Advertiser confidence remains a persistent issue, and concerns over content moderation continue to plague the app.
Threads is deliberately cultivating a different atmosphere, aiming for a calmer and more positive user experience. Early data indicates this strategy may be paying off.
- Engagement among younger users is reportedly higher on Threads.
- The app has maintained steady download rates throughout the second quarter of 2025.
- Time spent per user is said to have doubled since the end of 2024.
While Threads has not yet surpassed X in user numbers, the ground is undeniably shifting. This leadership investment shows Meta believes it has a real chance to become the new king of real-time social media.
A Semi-Independent Future
Despite getting its own leader, Threads isn’t completely breaking away from its roots just yet. Organizationally, the platform will remain part of the broader Instagram team, with Hayes reporting to Adam Mosseri. This “halfway independence” is a strategic choice.
Keeping Threads linked to Instagram allows it to leverage the same powerful infrastructure, data, and user graph. The seamless integration, where Threads accounts are tied to Instagram logins, has been a massive driver of its initial growth. This structure provides stability while the platform finds its own footing. If Threads continues on its current trajectory, a full separation could be on the horizon, but for now, it enjoys the best of both worlds.
