Threads vs X: Why Threads Is Winning the Engagement Battle

Keeping up with the latest trends is crucial for marketers.  One of the biggest debates of 2024 has been the rivalry between Meta’s Threads and Elon Musk’s X (formerly Twitter).  While X has long dominated the microblogging space, new data suggests that Threads is rapidly becoming the platform of choice for higher engagement.

Comparison of monthly active users: Threads 320 million vs. X (formerly Twitter) with 570 million.

In this blog, we’ll explore why Threads is outperforming X, what this means for marketers, and how brands can leverage this trend to boost their online presence.

Why Threads Is Gaining More Engagement Than X

Threads has made quite an entrance into the social media scene.  With 320 million active users and growing, Meta’s X (Twitter) alternative is proving its value not only to everyday users but also to brands looking to enhance their digital strategies.

1. Simplified Algorithm and Organic Reach

One of Threads’ standout features is its approach to content distribution.  Unlike X, where visibility often hinges on subscriptions or paid boosts, Threads offers more organic reach.

  • No Paywalls: While X has shifted towards a pay-to-play model with X Premium, Threads remains open and accessible, allowing content to thrive without financial barriers.

  • Fewer Restrictions: Threads’ algorithm prioritises fresh and relevant content, giving brands a better chance to engage naturally with their audiences.

2. Audience Growth and Marketer Adoption

As of early 2025, 53% of marketers are already active on Threads, with an additional 23% planning to join this year.  This rapid adoption suggests that marketers are seeing real value in the platform’s engagement potential.

3. Higher Engagement Rates

The statistics speak for themselves: Threads posts are achieving 73.6% higher engagement than those on X.  This metric is not just about likes and shares but also about meaningful interactions, such as comments and conversations.

  • More Visibility: Threads offers brands a broader organic reach, translating to more impressions and potential customer interactions.

  • Active Conversations: Users on Threads are more inclined to engage in discussions, boosting community-building efforts for brands.

Comparison of Threads vs. X (Twitter): Engagement: Threads 6.25%, X 3.6% Users: Threads 320M, X 570M Monetization: Threads free, X subscription-based Content: Threads conversational, X algorithmic Brand adoption: Threads rising, X mixed reactions.

How Brands Can Leverage Threads for Better Engagement

Threads’ rising engagement offers a golden opportunity for brands.  Here are some practical strategies to maximise this potential:

1. Focus on Authentic Conversations

Threads thrive on discussions.  Unlike X, where viral trends often dominate, Threads encourages genuine interactions.  Brands should:

  • Start Conversations: Pose open-ended questions.

  • Engage with Replies: Show authenticity by responding to comments.

  • Create Polls and Interactive Content: Boosts engagement and insights.

2. Optimise Content for the Threads Audience

Each platform has its unique audience dynamics.  On Threads:

  • Use Casual and Relatable Language: The platform favours a conversational tone.

  • Post Consistently: Regular activity helps maintain visibility.

  • Experiment with Formats: Test different styles, from short posts to carousel content.

3. Measure and Adapt

Success on Threads, like any platform, requires continuous monitoring:

  • Track Engagement Metrics: Focus on likes, shares, and comments.

  • Analyse What Works: Identify which content types perform best.

  • Refine Your Strategy: Based on engagement data, adapt your approach

Should You Abandon X for Threads?

While Threads offers impressive engagement, abandoning X entirely might not be the best move for every brand.  Here’s a balanced approach:

  • Maintain a Presence on Both: Diversify your social media strategy.

  • Monitor Performance: Regularly evaluate which platform delivers better results.

  • Align with Your Audience: If your target demographic is more active on X, remain present there while exploring Threads.

Conclusion: Embracing the Potential of Threads

The data is clear — Threads is currently outperforming X in terms of engagement.  With 73.6% higher engagement rates, it offers a unique opportunity for brands to connect with audiences more effectively.

However, it’s essential to avoid putting all your eggs in one basket.  Brands should continue to monitor both platforms, leverage Threads’ momentum, and make data-driven decisions to refine their social media strategies.  Platforms like InfluenConnect further empower brand owners by connecting them with a diverse network of KOLs, global reach, and data-driven insights.  Click here to learn more about InfluenConnect.

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