Threads vs. X: Where Should Your Business Be Posting in 2025?

Meta’s X (formerly Twitter) alternative, Threads, has been gaining momentum recently, and its latest user growth suggests it’s more than just a trend. With 320 million active users and CEO Mark Zuckerberg touting it as a potential billion-user platform, marketers are starting to take notice.

According to Sprout Social’s Pulse Survey, 53% of marketers are already posting to Threads, and another 23% plan to establish a presence on the platform this year. This growing interest is backed by data—Buffer’s recent analysis of 10.2 million posts across Threads and X in 2024 found that Threads posts generate 73.6% higher engagement rates than those on X.

Does this mean your business should shift focus to Threads?

The Case for Threads

Threads’ increasing popularity suggests that brands can reach a wider audience without the pay-to-play model X is leaning into. As X prioritizes premium subscriptions for better reach, Threads offers a fresh alternative with organic visibility—at least for now.

Meta has a history of boosting engagement on new features before adjusting its algorithms, so while Threads delivers strong results, organic reach may not remain as high in the future. However, with engagement on the rise and a steadily growing user base, it’s worth exploring Threads as part of your marketing strategy.

Should You Abandon X?

X still has an estimated 570 million monthly active users, which remains a significant platform for many brands and users. While some companies have reduced their presence on X due to changes in content moderation policies or declining organic reach, others continue to see success. If your audience remains engaged on X, maintaining a presence there may still be valuable.

Ultimately, the decision to prioritize Threads or X comes down to your audience, engagement metrics, and marketing strategy. If you haven’t tested Threads yet, now might be the time to start experimenting—just be mindful of Meta’s tendency to shift focus once platforms are well established.

For now, Threads presents a strong opportunity for brands looking to diversify their social media reach, but as with any platform, the key is to stay agile and data-driven in your approach.

Our team keeps up with the latest social media trends and is here to guide you through the ever-evolving world of digital marketing. Call, DM, or email sbellem@bbrookstone.com to get started.