David Bridges
Meta’s innovative platform, Threads, which rivals Twitter, is quickly gaining traction and showing significant potential for growth.
The app has surged to an impressive 320 million active users and is on a growth trajectory. Meta’s CEO, Mark Zuckerberg, recently expressed optimism, stating that Threads could soon evolve into the next billion-user platform.
Although this projection may seem ambitious, the statistics demonstrate consistent growth, and as user engagement increases, the app is capturing the attention of a broader audience.
This growing popularity signals that marketers are also recognizing the potential of Threads.
According to the latest Sprout Social Pulse Survey, 53% of marketers are already sharing content on Threads, with another 23% planning to establish their presence on the platform within this year.
This trend is underpinned by compelling reasons. Recent analysis by Buffer, examining 10.2 million posts on both X and Threads in 2024, revealed that Threads is generating significantly higher engagement levels, while X is increasingly steering users towards subscription models to enhance their reach.
As illustrated in the accompanying chart, Buffer’s findings indicate that Threads posts deliver an impressive 73.6% higher engagement rate compared to X on average.
These results are contingent upon the nature of the content shared and its resonance with the audience on each platform. Nonetheless, the data suggests that users are experiencing greater visibility for their posts on Threads compared to X.
So, should your brand consider a presence on Threads?
It’s essential to evaluate every platform critically. Meta has a history of initially providing extensive reach on its apps, only to retract it later. Therefore, while higher visibility on Threads is appealing, it doesn’t guarantee that it should be your primary platform of choice.
However, considering the unpredictable changes implemented by Elon Musk at X, which have increasingly emphasized a pay-to-play model, Threads currently presents a viable alternative. With 320 million users and climbing, the potential for audience engagement on Threads is substantial.
For context, X claims to have 570 million monthly active users, meaning Threads still has some catching up to do. Nonetheless, even at half of X’s user base, Threads offers significant opportunities. With engagement rates on the rise, it appears that Threads is poised to maintain its presence in the social media landscape.
If you haven’t yet explored Threads, now is the time to consider doing so. Experimenting with Threads posts could yield valuable insights regarding audience interaction and engagement.
While it’s wise to exercise caution in placing too much reliance on Meta’s platforms, integrating Threads as a supplementary channel could prove beneficial for your marketing strategy.
Conversely, is it time to close your X account?
The decision to remain on X likely hinges on your perspective of Elon Musk and his approach to platform moderation, as well as his political activities. If your audience is active on X and you align with Musk’s views, it might make sense to continue your presence there.
However, the data indicates that X’s reach is becoming increasingly restricted, as the platform appears to be pushing users towards either subscribing to X Premium or posting content exclusively within the app.
In essence, while some brands continue to achieve positive results on X, others have chosen to cease their activity due to differing opinions on the platform’s changes. This circumstance doesn’t dictate a definitive answer for every brand; rather, it highlights that X can still deliver results for specific brands, depending on their strategies and audience engagement.
You can check out Sprout Social’s 2025 Social Index here (with email sign-up), and Buffer’s Threads performance analysis report here.
Ivy Caldwell
Troy Sanders
