Threads generally shows significantly higher engagement rates compared to X (Twitter), especially in likes and comments per post. For example, Threads posts average about 31.4 likes and 4.3 comments per post, whereas X posts average 4.9 likes and 0.4 comments per post. Engagement rates per follower also favour Threads, with likes at 0.41% versus 0.015% on X, and comments at 0.056% versus 0.001%. Another study found Threads’ median engagement rate at 6.25%, compared to X’s 3.6%, indicating about 73.6% more engagement on Threads.
User demographics differ notably between the two platforms:
Aspect | Threads | X (Twitter) |
---|---|---|
Age group | Skews younger, mainly 18–34 years | Broader age range, including older demographics |
User base origin | Instagram-native, lifestyle-oriented | More diverse, news and real-time focused |
Content style | Lifestyle, wellness, fashion, casual, positive tone | News, debates, trending topics, more polarizing |
Engagement style | Community-building, longer threaded conversations | Fast-paced, viral tweets, shorter lifespan posts |
Influencer presence | Strong, leveraging Instagram followers | Established influencers, broader reach |
Threads benefits from seamless Instagram integration, making it popular among Gen Z and younger Millennials who prefer authentic, chill engagement and lifestyle content. X offers a larger user base and broader reach, with strong capabilities for viral content and real-time news dissemination.
In summary, Threads excels in engagement quality and community feel with a younger, lifestyle-focused audience, while X provides broader reach and faster viral potential with a more diverse demographic and content style. This makes Threads particularly attractive for brands and creators targeting younger users and lifestyle niches, whereas X remains strong for news, trends, and wide audience exposure.
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