Social media is splitting up more than ever in 2025, with folks tired of the same old feeds on Instagram and TikTok. That’s where newcomers like Threads and Bluesky come in, offering fresh ways to connect without the overload of ads or algorithm tricks. For brands dipping into influencer marketing, these platforms are turning into goldmines for real conversations and niche audiences. But it’s not just about jumping on the bandwagon—you need to understand the growth, the quirks, and how to make it pay off. In this post, we’ll cover the latest stats on their rise, what sets them apart from the big players, some real examples from early movers, practical tips to get your campaigns rolling, and a look at the hurdles ahead with some ROI forecasts for 2026.
Table of Contents
Introduction to Platform Growth Stats
Threads, Meta’s answer to quick chats, exploded right out of the gate back in 2023 and hasn’t slowed down. As of mid-2025, it’s sitting at around 350 million monthly active users, with daily actives hitting 115 million worldwide. That’s a jump from 275 million MAUs just last year, showing steady climbs month over month—think 16% growth in some quarters. Meta’s pushing hard, aiming for a billion users eventually, and with over a million sign-ups daily, it’s on track.
Bluesky, the decentralized spot born from Twitter’s old team, is growing even wilder. It went from 14.5 million users in October 2024 to 25 million by December, and now in 2025, estimates put it at 37 million total users, with posts racking up to 1.77 billion. The U.S. election last year supercharged it, boosting usage by 500% in some spots, and it’s pulling in folks who want more control over their feeds. At this rate, it could hit 53 million by year’s end. Both platforms are drawing crowds fed up with the giants, making them prime for brands wanting authentic reach without the noise.
Key Differences from Instagram/TikTok
Threads feels like a lighter, chattier cousin to Instagram. It’s all about text updates, quick replies, and building threads of conversation, rather than polished photos or videos. You can share images or clips, but the focus is on words—perfect for storytelling or debates. Unlike Instagram’s visual-heavy grid or TikTok’s endless scrolls of dances and trends, Threads ties right into your Instagram account, letting you carry over followers without starting from scratch. No need for fancy edits; it’s more raw and real-time, with less emphasis on algorithms pushing viral stunts.
Bluesky flips the script even more. It’s decentralized, meaning users own their data and can tweak feeds to their liking—think custom algorithms or blocking whole groups. The feed is chronological by default, like old-school Twitter, so posts show up in order without hidden boosts. Compared to Instagram’s polished aesthetics or TikTok’s short-form hooks, Bluesky is about open discussions and privacy perks, like advanced blocks that keep things civil. It’s not as video-driven, which suits text-savvy crowds, but it opens doors for deeper engagements over flashy content.
These shifts mean influencer campaigns here aren’t about high-production reels; they’re about genuine talks that build loyalty in smaller, more engaged circles.
Case Studies of Early Adopter Influencers
Brands and creators are already testing the waters with solid wins. On Threads, Wendy’s jumped in early with their signature snarky humor, teaming up with food influencers for quick polls and recipe shares that racked up thousands of replies. Pepsi did something similar, partnering with lifestyle creators for real-time event tie-ins during sports seasons, boosting mentions by 20% in targeted threads. Google and Netflix have leaned in too—Google with tech tips from gadget reviewers, and Netflix hyping shows through fan discussions led by entertainment influencers, turning casual chats into binge-watch buzz. One standout was a small beauty brand that collaborated with micro-influencers for honest reviews, seeing a 15% uptick in site traffic from Threads referrals.
Over on Bluesky, it’s more about niche communities. News influencers have flocked there, with left-leaning creators like journalists from major outlets using it to spark debates on current events, drawing brands like eco-friendly products into sponsored threads. A fitness brand partnered with wellness creators for Q&A sessions in custom feeds, leading to higher engagement rates than on TikTok—think 10% more interactions per post. Another example: A tech company worked with developers on Bluesky for beta testing shoutouts, building buzz in micro-communities and converting followers into early adopters. These cases show how early adopters are nailing authenticity, turning platforms into conversation hubs rather than ad spaces.
Tips for Brands to Launch Campaigns
Getting started doesn’t have to be complicated—focus on what makes these platforms tick. First, scout influencers who already thrive there: Look for those with engaged followings in your niche, using tools like platform searches or analytics to spot rising stars. On Threads, tie into Instagram for seamless cross-posts, but keep content conversational—ask questions or start debates to spark replies.
For Bluesky, embrace the customization: Create branded starter packs (curated user lists) to draw in communities, and use invite codes as perks for loyal followers. Collaborate on co-created content, like polls or threads where influencers share user stories tied to your product.
General pointers:
- Keep it real: Ditch scripted ads for organic chats—audiences here crave honesty.
- Mix media lightly: Add images or short clips, but let words lead.
- Track engagement early: Use built-in metrics to tweak on the fly, aiming for replies over likes.
- Budget smart: Start small with micro-influencers for testing, then scale.
- Cross-promote: Link back to your main channels without overwhelming the vibe.
Launch with a pilot: Pick 3-5 influencers, run a week-long thread series, and measure clicks or mentions to refine.
Potential Challenges and ROI Predictions
It’s not all easy—smaller user bases mean reach isn’t massive yet, so campaigns might not explode like on TikTok. Bluesky’s seen engagement dips post-hype, with activity slipping after the election buzz. Threads faces EU restrictions and ad-free vibes that could limit monetization tools. Plus, both lean toward specific crowds—Threads more visual folks, Bluesky tech-savvy users—which might skew your audience if not planned right.
On ROI, things look promising for 2026. Influencer marketing overall is seeing 80% of brands upping budgets, with average returns hitting $6.50 per dollar spent. For emerging platforms, expect 20-30% higher engagement rates due to less saturation, translating to better conversions in niches. Predictions peg global spend at $32 billion, with Threads and Bluesky capturing more as they mature—think ROI boosts from authentic ties, potentially 11% budget hikes paying off in loyalty. If growth holds, 2026 could see these spots rivaling Instagram for targeted campaigns.
As social keeps shifting, platforms like Threads and Bluesky are where smart brands build real connections. If you’re ready to explore influencer partnerships here, hit up our team at HireInfluence—we’ve got the know-how to make it click. What’s your experience with these apps? Share in the comments!
