When Threads was launched in July 2023, it was dubbed the killer of Twitter (X), especially given its phenomenal growth in its first few days and months. After gaining over 100 million downloads in its first five days, it was clear that the platform would give stiff competition to X. This led to the need for brands to have a Threads marketing strategy.

However, in 2025, the hype surrounding Threads has died down, and now it’s a good time to look back and see whether it lived up to its promise of replacing X. Join us in this blog as we take a look and see whether Threads is better than X for social media marketing.

What is Instagram Threads?

Instagram Threads is a microblogging platform launched by Meta that emphasizes real-time conversations with audiences around shared interests. Threads is a good choice for people who want to say more through a series of interconnected messages. Remember that Threads focuses on continuity and cohesion and is, therefore, a good choice when you have more to say without being limited by the 280-character limit.

Threads differs from the traditional social networks that focus on information broadcast, as it encourages deeper conversations with features such as improved threading and better integration with Instagram Stories. These attributes mean that Threads can be an exciting platform for marketers to build a loyal and engaged following while fostering two-way communication with audiences. 

What is X?

Formerly known as Twitter, X has become a dominant player in social media for more than a decade. The platform is popular for its fast pace, concise, and real-time news sharing. This has turned it into a hub for public conferences and breaking news, appealing to users such as influencers, journalists, and everyday users. In the recent past, X has introduced new features such as subscription searches and longer tweets, which have made it necessary to have a Twitter marketing strategy.

Main Differences Between Threads and X

While Threads and X may look similar, they also have their share of differences. These include:

• User demographic. Threads is primarily popular with a younger, Instagram-savvy audience looking for community-driven conversations. On the other hand, the user base on X is broader, comprising mostly professionals and consumers. 
• Content format. The content of Threads is usually in the form of threaded conversations, giving room for deep dialogue. On the other hand, X is known for its brief and punchy tweets; however, recent updates have allowed for longer posts. 
• Engagement features. Thread usually encourages layered conversations and replies. On the other hand, X focuses more on quote tweets and retweets, making it a good choice for posts with viral potential.
• Explore Page. The X explore page consists of viral content and trending topics. On the other hand, Threads focuses on conversation, where you don’t need the Explore page’s distractions.
• Message length. X allows you to express yourself in a few characters, while Threads allows for longer messages, enabling you to share your thoughts in detail. 

Comparison of Key Features

Let us now compare the key features of X and Threads.

Target Users on X and Threads

According to the latest published data from January 2025, X had 586 million active users. X users are predominantly male, consisting of 68% of all users. The platform also attracts younger demographics, mainly millennials and Gen Z. Threads has 400 million followers in 2025, with a predominantly male demographic, but Threads’ age range is narrower.

Despite its slightly smaller user base, Threads’ unique features, combined with a user-centric design, make it popular among users who value privacy and authenticity.

Threads vs. X on User Experience

When choosing a social media platform, one factor to consider is the user experience. Here are the key differences between Threads and X user experience:

• The user interface is similar. Both X and Threads have a similar user-friendly interface that caters to different audiences. Whether you are going through your news feed, exploring features, or sending a message, you can expect an intuitive experience across both.
• Divide accessibility. Users on X can access the platform on either mobile devices or PC. On the other hand, Threads is only available on an app.
• Integration capabilities. Most of the functions on Threads still rely on Instagram, its parent platform. Integrating with the photo-sharing app improves the user experience, while X is a standalone platform. 

Privacy Settings

• Deactivating. As compared to X, it can be challenging to deactivate your X account, as you have to delete your contacts and messages before you can deactivate it manually. 
• Privacy Rights. X and Threads both require their users to ignore some privacy rights before they can access their services. Before you create an account, you will need to agree to data collection to be used for targeted advertising. You also need to agree to the terms of service that provide the platform with rights over UGC content. 

Factors to Consider When Choosing Between Threads And X

If you are a marketer looking for a good platform to market your products, you need to consider several factors to help you choose between X and Threads. First, you need a platform that lets you align your content style and brand voice with its culture. This is particularly important if your brand thrives on community interactions and storytelling.

If you rely on trending conversations and timely updates, X can be a more suitable fit. Remember that it’s also essential to determine whether your audience demographic is more active. You can use social listening tools to determine if your target audience is more active on X than on Threads.

Also, consider the strengths and limitations of each platform. You can use A/B testing methods to test your campaigns on both channels and to see which one drives the highest ROI and engagement. Remember that social media is an ever-evolving field, and therefore, you need to remain fluid and keep experimenting and adapting to find the correct mix.

Conclusion

Threads and X have emerged as powerful platforms for users and brands to engage with their targeted audiences, and they are suited to different user needs. X can be helpful for brands that want to provide quick updates to their customers, while Threads is better suited to brands that need deeper customer engagement. Therefore, consider this when choosing between Thread and X.  We recommend you read our guide on understanding the X premium analytics.