Threads vs. X (Formerly Twitter)

Social media continues to evolve, with platforms like Threads and X (formerly Twitter) offering distinct ways for brands to engage with their audiences. While Threads is a newcomer on the scene, X remains a long-standing powerhouse in the digital space. However, with X undergoing significant changes under Elon Musk’s leadership—some of which have sparked controversy—many users and brands are exploring alternatives like Threads.

In this article, we’ll dive into what makes each platform unique, their similarities and differences, and how brands can incorporate both into their social media strategy to maximize reach and engagement.

What is Threads?

Threads is Meta’s answer to microblogging. Launched on July 5, 2023, it quickly became the fastest-growing consumer app in history, amassing over 320 million monthly active users. Designed to complement Instagram, Threads requires an Instagram account for access and offers seamless integration between the two platforms.

Although Threads initially launched as an ad-free experience, Meta has recently started testing ads on the platform. This shift could impact user experience and brand opportunities as the platform matures.

Key Features of Threads

Unlike traditional social platforms, Threads prioritizes simplicity and community-driven interactions. Here’s what sets it apart:

• 500-character limit per post: Almost double the limit of X, allowing for more detailed messaging.
• Up to 5 minutes of video content: Ideal for sharing longer visual narratives.
• Chronological feed display: Ensures users see posts in the order they were shared.
• Ad-free platform: Provides a cleaner, distraction-free user experience.
• Instagram integration: Enables cross-posting and easy access to your existing Instagram followers.
• Reposting feature: Encourages content sharing within the platform.
• Edit posts within 15 minutes: A flexible option to correct typos or add context after publishing.

Threads was built with simplicity and organic engagement in mind, making it an appealing choice for brands looking to foster more personal connections without relying on algorithms.

What is X (Twitter)?

X, formerly known as Twitter, has been a dominant force in social media for over a decade. It thrives on real-time conversations, trending topics, and viral moments, making it a hub for breaking news, cultural discussions, and brand interactions.

However, recent changes—including a shift to a paid verification model, layoffs affecting content moderation, and a more aggressive monetization strategy—have caused some users and advertisers to look elsewhere. Concerns over misinformation, content policies, and algorithmic changes have further fueled interest in alternatives like Threads.

Key Features of X (Twitter)

Despite its controversies, X remains a powerful platform for engagement. Key features include:

• 280-character limit per post: Short and impactful messaging is the platform’s hallmark.
• Hashtag functionality: Amplifies visibility and connects posts to trending topics.
• Direct messaging: Allows private communication between users.
• Live streaming capabilities: Ideal for events, product launches, or live Q&A sessions.
• Algorithm-driven feed: Curates content based on user preferences and behavior.
• Advertising platform: Offers robust tools for targeting and analytics.
• Interactive features: Includes polls, threads, and multimedia posts to engage audiences.

X is known for its fast-paced nature, making it a prime platform for real-time interactions and viral moments.

Similarities Between Threads and X

While Threads and X have distinct features, they share several core functions that make them valuable for social media engagement:

• Short-form content: Both platforms focus on brief, impactful posts that encourage quick interactions.
• Multimedia support: Users can enhance their posts with images, videos, and links.
• Engagement tools: Likes, comments, and reposts help foster conversations and content sharing.
• Feed format: Both offer a centralized space where users can view posts from accounts they follow.
• Community-building focus: Designed for interaction, both platforms encourage brands and users to engage directly with their audiences.
• Subscription-based verification: Creators and businesses can subscribe for verification to establish authenticity. On Threads, verification carries over from Instagram if you’re subscribed to Meta Verification.

Threads vs. X: Key Differences

Although similar in structure, Threads and X take different approaches to content and engagement. Here’s a breakdown:

A Deeper Look at X vs. Threads:

• Character Limit: Threads allows up to 500 characters per post, while X limits posts to 280 characters.
• Feed Display: Threads uses a chronological feed, whereas X relies on an algorithm that curates content based on engagement, interests, and past activity.
• Direct Messaging: Threads does not offer private messaging, but since it’s tied to Instagram, users can communicate via Instagram DMs. X, on the other hand, includes built-in DMs for private conversations and customer support.
• Live Streaming: Threads does not support live streaming, whereas X allows users to go live directly from the platform.
• Hashtags: Threads has limited hashtag functionality, while X heavily incorporates hashtags for content discovery and engagement.
• Advertising: Threads is still testing ad placements, while X has an established advertising system with targeted campaigns, promoted posts, and analytics.
• User Count: Threads has 320 million monthly active users, while X has 611 million monthly active users.
• Monetization for Creators: Threads currently has limited monetization options, but creators can still earn revenue through Instagram’s features like subscriptions and brand partnerships. X, in contrast, provides direct monetization opportunities such as ad revenue sharing and paid subscriptions.

Strategies for Brand Growth on Threads

Threads’ integration with Instagram presents a unique opportunity  for brands. Here are some strategies to make the most of Threads:

1. Embrace the Algorithm: While still evolving, the Threads algorithm prioritizes recency and engagement. Post consistently to stay visible.
2. Leverage Topic Tags: Although hashtag functionality is limited, topic tags can increase discoverability.
3. Cross-Post Content: Use Instagram integration to share posts across both platforms seamlessly.
4. Engage Authentically: Respond to comments, ask questions, and interact with users to foster community.
5. Focus on Visuals: Share multiple images or videos to stand out in a feed filled with text-based posts.
6. Experiment with Tone: Threads leans toward conversational and casual content—use this to humanize your brand.

Strategies for Brand Growth on X (Twitter)

As a platform with a larger, established audience, X offers robust tools for growing your brand. Consider these tactics:

1. Master Hashtags: Participate in trending topics and use relevant hashtags to increase reach.
2. Engage in Real-Time: Share your perspective on current events, industry news, or trending memes to stay relevant.
3. Utilize Ads: Leverage X’s advanced targeting options to reach specific demographics.
4. Create Interactive Content: Use polls, live Q&As, and threads to encourage participation.
5. Optimize for the Algorithm: Stay informed about how X’s algorithm curates content and tailor your posts accordingly.
6. Track Metrics: Use analytics tools to refine your strategy and identify what resonates with your audience.

Integrating Threads and X into Your Social Media Strategy

Both Threads and X offer unique benefits for brands, and using them together can help create a balanced and effective social media strategy. While X remains a go-to platform for real-time discussions and viral trends, Threads provides a more community-driven and ad-free experience (for now). By tailoring your approach to each platform, you can maximize engagement and brand growth.

1. Tailor Your Messaging

Each platform has a different content style and audience expectation. Threads, with its 500-character limit, is better for more detailed storytelling and casual conversations, while X thrives on short, real-time updates. Adapt your messaging to each platform—use Threads for longer narratives and brand storytelling, and X for quick takes on trends, industry news, and engagement-driven content.

2. Cross-Promote for Greater Visibility

Maximize your reach by repurposing popular content across platforms with Metricool’s AI content generator. Use it to transform high-performing posts from X into engaging Threads discussions or summarize in-depth Threads conversations into bite-sized, shareable X posts. Create teaser posts on X linking to a more detailed discussion on Threads, or invite your Threads audience to join a trending conversation on X. Don’t forget to add links in your bios and pinned posts to seamlessly guide followers between the two platforms.

3. Leverage Platform-Specific Features

Each platform has distinct tools that can enhance your content strategy:

• X’s live streaming is ideal for real-time events, Q&As, and product launches.
• Threads’ chronological feed ensures posts appear in order, making it useful for timely updates and ongoing discussions.
• Threads’ Instagram integration allows for seamless content sharing across Meta’s ecosystem, making it easier to maintain a consistent brand presence.

4. Plan and Analyze with Metricool

Consistency and data-driven insights are essential for a strong social media strategy. Metricool now supports Threads, enabling brands to schedule posts, track engagement, and analyze performance alongside other platforms, making it easier to refine content strategies and measure impact.

For X, Metricool’s integration now requires an upgraded plan due to recent API changes. While this adjustment affects third-party access, it still offers valuable tools for brands looking to optimize their content and maximize reach—if X remains a part of their social media strategy.

5. Understand Audience Demographics

Threads and X attract different user bases, so your content should reflect their unique audiences:

• Threads appeals to younger, Instagram-native users who prefer casual, community-driven interactions.
• X has a broader audience, including professionals, journalists, and trend-followers looking for real-time news and discussions.

Tailor your messaging, visuals, and engagement strategies to match audience expectations on each platform.

6. Maintain Brand Consistency

While your approach may vary between platforms, your brand identity should remain cohesive. Keep visuals, logos, and messaging consistent across Threads, X, and other social channels. This helps build trust and recognition, no matter where your audience engages with your brand.

By strategically integrating Threads and X—and leveraging Metricool for scheduling and analytics—brands can streamline their social media efforts, maintain consistency, and maximize their impact on both platforms.

The Future of Threads and X for Brands

Threads’ rapid growth and ad-free environment make it a promising platform for brands seeking a fresh, intimate way to engage with audiences. Its integration with Instagram and longer character limits offer flexibility for storytelling and content creation.

X, with its established reputation and advanced features, remains a powerful tool for real-time interaction and large-scale campaigns. Its advertising capabilities and robust analytics make it a valuable asset for brands looking to reach a wider audience.

The key to success lies in adaptability. Brands that can navigate the evolving features of Threads and X while creating tailored, engaging content for each platform will thrive in an ever-changing social media landscape. By leveraging the strengths of both platforms, your brand can maximize its digital presence and build deeper connections with audiences.

Which platform should you focus on? The best strategy may be a combination of both, using each platform’s unique strengths to meet your goals and grow your brand in 2025 and beyond.

Gretchen Oestreicher , 19 February 2025