Threads Head Connor Hayes Affirms App's Unique Identity, Citing Zuckerberg's Push for Separation

Connor Hayes, the recently appointed Head of Threads, has articulated a clear vision for the Meta-owned text-based application, emphasizing its distinct identity separate from Instagram. Hayes stated that the app "can’t just be 'Instagram with text'," underscoring a strategic divergence from its sister platform. This direction is reportedly a result of direct influence from Meta CEO Mark Zuckerberg, who advocated for Threads to be a standalone platform rather than an Instagram feature.

Hayes further elaborated on this differentiation, noting, "Not all the people that are best at Instagram are going to be best at Threads. The format is so different." This perspective highlights a deliberate effort to cultivate a unique user experience and community on Threads, distinct from Instagram's visual-first content. Under his leadership, the platform aims to foster different types of engagement and content creation tailored to a text-centric ecosystem.

The decision to launch Threads as a separate application was a significant strategic move, reportedly championed by Mark Zuckerberg himself. Instagram head Adam Mosseri previously acknowledged the internal debate surrounding this choice, describing the standalone app approach as "high-risk" but with "so much more significant" upside if successful. This commitment to independence allows Threads to evolve its own culture and features without being constrained by Instagram's established framework.

Since its launch in July 2023, Threads has demonstrated rapid growth, reaching over 175 million monthly active users by mid-2025 and approximately 350 million by July 2025, according to Axios. Under Hayes' direction, the platform is focusing on expanding into international markets, integrating with the fediverse for decentralized social networking, and developing creator monetization tools. These initiatives aim to solidify Threads' position as a significant competitor in the microblogging space, challenging platforms like X.

Connor Hayes' elevation to Head of Threads in mid-September 2025, following his role as Meta's VP of Product for Generative AI, signals Meta's increased commitment to the platform's independent future. This dedicated leadership, reporting directly to Adam Mosseri, allows for focused development on Threads' product strategy and community building. The move underscores Meta's intent to nurture Threads as a distinct powerhouse, rather than merely an extension of Instagram.