TLDR: Meta has appointed Connor Hayes, previously its Vice President of Product for Generative AI, as the new head of its Threads platform. This strategic move aims to accelerate Threads’ growth and solidify its position as a standalone product, given its rapid user base expansion which is now closely rivaling X (formerly Twitter). Hayes will report to Instagram head Adam Mosseri, who previously oversaw Threads.
Meta Platforms has announced a significant leadership change for its Threads platform, appointing Connor Hayes, formerly the company’s Vice President of Product for Generative AI, as the new head of the burgeoning social media app. This appointment, effective by mid-September, signals Meta’s commitment to developing Threads as a distinct and robust product within its ecosystem.
Hyes will take over from Instagram head Adam Mosseri, who has overseen Threads since its launch in 2023. The transition reflects Threads’ rapid maturation and growth, necessitating dedicated leadership. According to a staff memo from Mosseri, seen by Axios, ‘Given Threads’ maturity, we think we need a dedicated app lead who can focus all of their time on helping Threads move forward.’
Connor Hayes brings extensive experience to his new role, having been a long-time Meta executive since 2011. He was a pivotal member of the team that initially developed Threads to compete with X (formerly Twitter). For over two years prior to this promotion, Hayes served as Meta’s VP of Product for Generative AI, a background that aligns with Meta’s increasing focus on integrating artificial intelligence across its platforms.
Threads has demonstrated remarkable growth since its debut. As of April, the platform boasted 350 million active users. Recent data from Similarweb indicates that Threads’ mobile daily active users (DAUs) are rapidly approaching those of X, with some reports suggesting it is only trailing by 17 million mobile DAUs. Other figures indicate Threads has gained over 380 million users as of July 2025, still below X’s 600 million user base, while another source states Threads is averaging around 115 million DAUs on mobile, close to X’s 132 million.
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In line with its expansion strategy, Threads has been exploring new avenues for user acquisition, including testing a sign-up option that allows users to link their Facebook profiles directly, bypassing the previous Instagram-only requirement. Furthermore, Meta is actively testing advertising on Threads in key markets like the US and Japan. These tests involve displaying image ads in the home feed for a select percentage of users and leveraging an AI-driven inventory filter to control ad content sensitivity, underscoring the platform’s commercial ambitions and AI integration.
