Threads Drives 73.6% More Engagement Than X — Here’s What You Need to Know

We analyzed 10.2 million posts published to X and Threads in 2024, breaking down their engagement rates, trends, and strengths so you know where to focus your content strategy — and why cross-posting might be the key to maximizing your reach.

Feb 9, 2025 - 21:50

Threads Drives 73.6% More Engagement Than X — Here’s What You Need to Know

Social media platforms are becoming mirrors of each other, but their results are anything but identical. Threads is driving significant engagement. However, X still surpasses Threads in MAU, meaning you could reach more people there.

So where should you focus your efforts?

For creators and brands, understanding which platform delivers better results can be the difference between thriving and wasting resources.

With Threads positioning itself as a conversational, community-driven platform and X doubling down on its rapid-fire, text-based format, it’s time to settle the question: which platform actually drives more engagement?

To find out, we analyzed 10.2 million posts published to X and Threads in 2024, breaking down their engagement rates, trends, and strengths. By the end of this article, you’ll know where to focus your content strategy — and why cross-posting might be the key to maximizing your reach.

How we analyzed the data

To provide meaningful insights, our data scientist Julian analyzed 10.2 million posts published to X and Threads throughout all of 2024 using Buffer.

What we measured

Engagement rate: Defined as the total number of interactions (likes, comments, shares, etc.) divided by the total reach or impressions of a post. This metric is the clearest indicator of how actively audiences engage with content.
Trends over time: We tracked how engagement rates fluctuated month-to-month, identifying peaks, dips, and consistent patterns.

Key considerations

A few things to note:

We used the median engagement rate because it provides a more accurate representation in datasets with outliers, such as social media data. Outliers, like viral posts, can skew results, so the median offers a clearer view of typical post engagement.
Threads and X might calculate engagement metrics differently, so direct comparisons should be approached cautiously.
Variations in algorithms and content discovery mechanisms may influence engagement rates.
Threads was launched in July 2023, with integration into Buffer starting in June 2024. As such, it is still a developing platform with unique engagement trends.
The data reflects posts created by Buffer users, which may not fully represent all users on these platforms, though we believe it paints a pretty accurate picture.

With these considerations in mind, let’s dive into the key findings and what they mean for your social media strategy.

Threads outpaces X in overall engagement

When it comes to engagement, Threads emerges as the clear leader. Our analysis shows that:

Threads posts achieved a median engagement rate of 6.25%.
X posts lagged behind with a median engagement rate of 3.6%. This means that Threads posts drove 73.6% higher engagement rates than X on average. These results solidify Threads as a very strong platform for creators and brands seeking to maximize interactions per post.

This demonstrates that Threads users are engaging with content at a much higher rate, making it a standout platform for audience interaction.

Our theory about why Threads wins at engagement

Threads is a new platform, launched in July 2023 and was only added to Buffer in June 2024.

Its growth can be attributed to a few things: the network effects of being connected to an already popular platform like Instagram, the timing of its release, and the general excitement of a new platform launch. But that’s not enough to sustain a platform — so what makes Threads stand out?

Threads thrives on its community-first approach, where users are encouraged to participate in discussions rather than passively consume content. Key factors contributing to its success include:

Lower saturation, higher visibility: As a relatively new platform, Threads is less crowded, making it easier for posts to stand out and gain traction. Its 275 million active userbase shows Threads is growing but remains less competitive than more established platforms like X.
Engagement-oriented algorithms: Threads prioritizes content that drives meaningful interactions—likes, replies, and shares—not unlike Instagram’s algorithm. Creators who spark conversations are more likely to appear on the For You feed, boosting visibility and engagement.

Interestingly, engagement rates on Threads peaked in November 2024, showing a slight (but expected) decline around the holiday. Despite this dip, Threads had a consistently higher engagement rate than X.

Now while X trails behind Threads in engagement rates, it provides a stable platform for concise, high-impact content.

Why does X still work?

Trending topics and real-time relevance: X thrives on timeliness. Its algorithm favors content tied to current events or trending discussions, allowing creators to capitalize on the moment.
Threaded stories and unique hooks: As the first platform to popularize threads, X still offers a space for longer narratives—when structured correctly. One viral X thread analyzed by Gaetano DiNardi showed the power of combining unique insights, personal stories, and a strong hook to engage audiences.