March 27, 2025
Meta’s Twitter clone, Threads, is testing a new feature that would let users replicate their X (formerly Twitter) follows on the platform. Sounds useful, right? Well, not so fast—the process isn’t exactly seamless.
According to app researcher Alessandro Paluzzi, Threads’ “Creators from X” tool will require users to manually download their X follow list, then upload it to Threads to find matching accounts. In theory, this helps users rebuild their X communities without endless searching. In practice? It feels like a missed opportunity for something much simpler.
Let’s break down what this means, and whether it actually matters.
A smart move but not a seamless one
Threads’ biggest challenge has always been user retention. The app saw huge initial sign-ups but struggled to keep people engaged long-term. By offering an easier way to bring over existing X connections, Meta is playing the long game, trying to remove one of the biggest friction points for new users: rebuilding their network.
However, the manual process is a problem. Social media users thrive on convenience, and any extra steps (especially downloading and re-uploading data) will likely result in low adoption rates. If Meta really wants to pull X users over, a one-click import option would be far more effective.
Will X users actually make the switch?
There’s been a lot of noise about people leaving X, especially due to its shift in leadership and policy changes. And yet, despite all the controversy, X’s daily active user count remains at 250 million, the same as when Elon Musk took over in 2022.
If people haven’t left X by now, will this feature be the final push they need? Unlikely. Most users who wanted to switch probably already have. The bigger challenge for Threads isn’t getting X users to join—it’s keeping them engaged with content and communities that feel just as active and valuable as X.
Content over convenience
The success of Threads won’t be determined by how easy it is to follow the same people from X. What will make or break the platform is whether people actually want to spend time there.
Right now, X still dominates real-time conversation and news, while Threads leans toward lifestyle, culture, and softer discourse. For Threads to truly challenge X, it needs to carve out a stronger identity beyond being the “nice Twitter.”
If I were Meta, I’d be focusing less on importing follows from a rival app and more on:
✅ Improving in-app discovery – making it easier to find relevant content, trending conversations, and niche communities.
✅ Enhancing creator tools – giving users better monetisation, content visibility, and engagement analytics.
✅ Leaning into what makes Threads unique – Instead of mimicking X, Threads should double down on what differentiates it (integrations with Instagram, multimedia content, a less toxic discourse).
This follow import feature is a nice-to-have, not a must-have. While it might help some users transition more smoothly, it won’t be the thing that convinces people to ditch X for Threads permanently.
A small step, but not a game-changer
Threads’ real challenge isn’t onboarding – it’s creating a compelling enough experience to keep people engaged. Until that happens, no amount of follow-importing will shift the balance of power between these two platforms.
Would you use this feature, or do you think Threads should be focusing elsewhere? Let’s discuss – contact us today.