X (formerly Twitter) vs. Threads: What brands need to know [data]

We’re past the hype cycle and deep into the experimentation phase of social media’s most recent rivalry: X vs. Threads. X, formerly known as Twitter, has dramatically changed over the past few years — from leadership shakeups to shifting content policies. Yet, it remains the go-to platform for real-time commentary, breaking news, and cultural chaos.

Threads is carving out a quieter space: A more curated, community-driven alternative where brands can engage in authentic dialogue without the pressure to go viral.

As someone who uses both platforms as a content strategist, I’ve noticed a clear split — not just in tone, but in how marketers are using them. X still feels like the front row of the Internet, while Threads is more like a dinner party where people are finally starting to open up.

I spoke with founders, marketers, and strategists across industries to get a clearer picture of how each platform is actually performing — and where brands are seeing traction, engagement, and ROI in 2025.

Table of Contents

• X vs. Threads: What’s the difference?
• What is X?
• What is Threads?
• Which Should You Use — X or Threads?

X vs. Threads: What’s the difference?

At a glance, X and Threads might seem nearly identical: Both are text-based social media platforms, both encourage public conversation, and both have roots in tech giants (X from Twitter, Threads from Meta via Instagram).

But after spending real time on both, I can confidently say they feel very different in practice. X is loud, fast, and built for viral moments. Threads feels slower, softer, and more intentional.

And that difference in vibe reflects deeper platform design choices that affect how marketers should approach each one. Here’s how they stack up side by side:

From a user interface standpoint, they’re strikingly similar. I’ll sometimes scroll through Threads and forget which platform I’m on.

But in my experience, the tone, pace, and audience behavior feel different, and those subtle differences matter when you’re deciding where to invest your time and content budget.

X leans more tech and business these days. My own feed is filled with VCs, startup operators, and SEO consultants, and while it’s not the same platform it was two years ago, I still find value in the niche communities I’ve curated.

Threads, meanwhile, feels somewhere between a mix of Pinterest, Instagram, and “Old” Twitter.

I’ve seen brands experiment with more personal, conversational posts — stuff that wouldn’t necessarily work on X, but feels right at home in the Threads ecosystem. This post from Lonely Planet, for example, feels more like a text from a friend than a polished brand statement.

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What are the different user demographics for X and Threads?

In my experience, X now leans heavily toward tech-savvy users — think startup founders, VCs, crypto fans, and media pros. It feels more niche and industry-focused than ever.

Threads, on the other hand, is drawing in younger, Instagram-native users who are more interested in authenticity than hot takes.

What does this mean for marketers? According to HubSpot’s State of Marketing, Millennials and Gen Z are the top targets for marketers in 2025, and Threads may be a better fit for brands trying to reach those groups with values-driven, conversational content. X still holds strong among business-minded users, but it’s not the catch-all platform it once was.

I’ll get more in-depth about how the user demographics break down in the sections below.

What is X?

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X (formerly Twitter) is a social media platform designed for fast, public conversations — usually in short bursts of text, links, and video. It’s still known for real-time commentary and cultural momentum, and while its reputation has shifted dramatically over the last few years, many marketers haven’t abandoned it.

I’ve watched the platform evolve firsthand — from a mass-audience free-for-all to a more niche, industry-driven space. In my own feed, the shift is clear: fewer memes, more thought leadership. I still follow real-time trends there, especially in tech and startup circles, where breaking news and live commentary still thrive.

According to HubSpot data:

• 32% of marketers still include X in their social strategy, and 18% report a positive ROI, which is surprisingly high for a platform known more for conversation than conversion.
• 20% of marketers say they’re using X for the first time in 2025, which signals to me something important: Despite all the noise, X is still attracting new investment and relevance, especially in industries like tech, crypto, finance, and media.

Advantages of X

Wondering how X can benefit your brand? Here are the pros and cons of X, plus unique features you can leverage.

Real-Time Relevance and Cultural Reach

X is still the fastest-moving platform for real-time content.

Whether it’s a product launch, market shift, or cultural flashpoint, X is where it breaks. If I want to gauge sentiment around an event or trend, it’s still the first place I go.

Industry leaders like Sam Altman, CEO of OpenAI, use X as the channel to share the latest company updates.

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As Mike Vannelli, creative director at Envy Creative, says, “X is where the chaos happens… For brands that thrive on cultural relevance and sharp takes, it’s a playground.”

According to data from Semrush, traffic to X.com is increasing. There are around 600 million monthly users on X. Most X users (58%) are under 35 years old.

Strong Community Infrastructure

Niche communities — especially in crypto, tech, and SEO — are incredibly active and influential on X.

“Our target audience — builders, investors, and users — are all active on X. It’s where narratives are formed and where thought leadership has real impact,” says Lia Savillo, senior social media manager at Hype Partners.

Full Creator and Ad Monetization Ecosystem

If your brand or content strategy includes monetization, X offers more options than Threads right now. From paid subscriptions and ad revenue sharing to conversation targeting and advanced analytics, X is designed to support performance-driven campaigns.

It’s especially appealing for creators and media brands who want to turn content into revenue. That said, most of the powerful tools — like long-form posts, ad revenue, and communities — are locked behind the premium plan.

For all the talk about X’s decline, it’s still performing for many marketers. HubSpot found that 18% of marketers report positive ROI from X — a solid return for any social platform — while 23% of marketers say they’ll increase their investment in X in 2025.

Disadvantages of X

Trust and Brand Safety Concerns

Let’s be honest — X still has a trust problem. Between the platform’s evolving policies, reduced moderation, and leadership controversies, it’s become harder for some brands to confidently invest long term. The user experience can feel chaotic at times, and brands are rightly cautious. Harassment, bots, and spam still plague the platform.

I’ve spoken with marketers who hesitate to use X for brand campaigns, simply because they can’t guarantee where their content will land, or what kind of content it might be surrounded by.

In HubSpot’s 2024 survey, 19% of users described X as “untrustworthy,” and 14% cited poor platform leadership, compared to just 5% for Threads. For companies in regulated industries or those sensitive to brand alignment, that’s a tough sell.

Pricing Structure

Want to run a Community, post long-form content, or access detailed analytics? You’ll need to pay for X Premium.

At $8/month per account, it’s not outrageous — but it does create a barrier for lean teams or solo creators who used to rely on those features for free.

Declining Organic Reach & ROI

X might still deliver reach, but the returns aren’t what they used to be. Personally, I’ve noticed a drop-off in engagement over the last year, even when I post similar content to what used to perform well. And I’m not alone.

“We see lower returns from our lead generation effort now that both natural reach and advertisement effectiveness have decreased,” says Tez Ferguson, founder of digital marketing agency Xploited Media.

James Taylor, an SEO consultant, has observed the same changes for his business. “I just haven’t been using the platform as consistently,” he said. “My engagement dropped drastically.”

That said, these challenges haven’t stopped 43% of marketers from continuing their investment in X, and 23% from increasing it in 2025. It’s clear that for the right brands — and with the right strategy — X can still deliver.

Features Unique to X

X has many features and rolls out new ones each year. Here are five of the best ones for engagement.

X Polls

Want to create quick engagement and take the pulse of your audience on a topic? X Polls lets you post a poll to collect feedback, and automatically displays the results after it ends.

Subscriptions

X is innovating to attract content creators by giving them ways to monetize their content. One of these is Subscriptions, which lets approved users charge a subscription fee for unique content.

As an influencer, building a subscriber list and earning income is very attractive. In 2023, X also rolled out shared ad revenue for content creators, only for premium users.

X Communities

For members only: X Communities are a moderated space where approved users can dialogue around shared topics.

While these aren’t private groups, they give exclusivity and the ability to build communities around shared interests or topics. You must be a premium member to start a community.

Live Videos

You can become a mobile broadcaster on X with just your phone and the X app. The live video feature lets you broadcast to X with just one click and saves it as a post once you’re done.

Video is a major growth area for social media; live streaming can give you unique content from live events.

X Spaces

X Spaces is a way to have live audio conversations within the platform. Users have creatively used this for purposes ranging from a live, interactive podcast to a TV or sports watch party.

Anyone can listen, join, and request to speak in a Space. A host moderates, and up to 13 people can talk simultaneously. You can also schedule and record Spaces for later.

What is Threads?

Threads is Meta’s answer to X — a text-first, conversation-driven platform launched in 2023 as an extension of Instagram.

At first glance, it feels like a calmer, ad-free version of X. But after spending time there, I’ve come to think of Threads less as a competitor and more as a sandbox: a place to test tone, explore community-building, and share content that doesn’t need to “go viral” to matter.

It’s tightly integrated with Instagram, which makes it easy to get started (your profile, followers, and handle carry over). That ease of use helped Threads break records when it launched — 100 million users in just five days. But the real question is: Are those users still there?

According to HubSpot data, only 9% of marketers currently use Threads in their strategy, and just 3% report a clear ROI.

That tracks with my own experience. Threads feels promising, but not yet essential to my social strategy. It’s where I experiment, not where I track conversions.

That said, it’s not without momentum. 24% of marketers say they plan to increase investment in Threads in 2025, and the platform seems to be carving out a space for brands that want to lean into storytelling, values-driven content, and a more personal voice.

It’s not replacing X or Instagram — but for certain brands and audiences, it offers a refreshing reset. And in a content landscape that’s increasingly visual and value-aligned, Threads might just be a sleeper hit for community-focused marketers.

Advantages of Threads

Threads takes the best parts of X and adds its own twist. These are the best features that make Threads stand out:

Human, Unpolished Storytelling

Brands are leaning into Threads for behind-the-scenes content and storytelling. Amra Bganovich, cofounder of Amra & Elma, explains why the platform works well for her company.

“It has less weight, is more personal… a space for customer reactions without the pressure of perfect visuals.”

According to Buffer research, Threads posts also drove 73.6% higher engagement than X on average.

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As Tamilore Oladipo writes, “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.”

Designed for User Control

Fed up with X’s free-for-all chatter? Take control of the conversation and limit unwanted comments. In Threads, you can control who replies to or mentions you and limit replies to select groups.

You can also add unwanted hidden words to filter out replies with that keyword. If you’ve blocked people on Instagram, those settings carry over.

You can also control your feed by switching from the “For You” algorithm to “Following,” which shows only posts from people you follow.

Strong Moderation System

Also, Threads prides itself on its active content moderation to differentiate itself from X.

Following Instagram’s community guidelines, Threads attempts to flag and remove hate speech, threats, terrorism, some sexual content, and copyright infringements.

Disadvantages of Threads

The tradeoff for Threads’ simple interface and user-control focus? Limited functionality in some cases and limited opportunities for brands to engage.

Limited Formats

Threads has limited formats, lacking live streaming and polls compared to X. While Threads beats out the free version of X in character count and video length, X’s premium offerings give much more flexibility and functions.

No Direct Messages

You can’t slide into anyone’s DMs on Threads because there aren’t any. That’s right, there is no way to direct-message another user on Threads without it being public. As a user, I must admit it’s quite a clunky experience to go from Threads to Instagram just to send a direct message.

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This controversial choice by Threads was likely an effort to reduce unwanted harassment messages that X DMs are known for, but it makes it challenging to engage one-on-one.

Brands that use social media for customer support also won’t be able to do that in a private setting here.

No Advertising or Business Accounts (Yet)

Some would argue that no advertising is a huge win for the Threads experience and promotes authentic community. However, this hurts brands that need a clear path to reach targeted user groups with their content.

Some brands are testing the waters and making it work.

Features Unique to Threads

While simpler, Threads has a few distinct advantages over X.

Curated Feeds

One feature I find particularly intriguing is the ability to build my own custom “for you” pages. I created this custom feed for travel, for example, to curate more quality travel inspo and stories on my feed.

I’m still testing out this functionality, but I think this customization would be awesome if you’re tired of not having control over your algorithm.

Integration with Instagram

In July 2023, Threads broke records by becoming history's fastest-growing social media platform. In just five days, it amassed 100 million users.

That’s because Instagram created and promoted Threads in-app, giving users quick and painless onboarding.

All Instagram users need to do is log in with their Instagram credentials, and they’re set up. Their handle, bio, profile picture, and settings transfer from Instagram but can be modified.

For creators like Gigi Robinson, a managed Meta creator and founder of Hosts of Influence, this makes transitioning to Threads a breeze. “A bunch of followers just came on over from Insta to Threads or Facebook to Threads, which I think was really cool.” To date, she’s gained more than 10K followers on the platform.

While separate platforms, they are connected: You can share Threads you like in an Instagram message or story.

Some hiccups with the linked accounts have users scratching their heads. You can’t currently have more than one Threads account or switch accounts (making it difficult to have a business account).

You also can’t delete your Threads account without deleting your Instagram one. If you deactivate Instagram, your Threads account will also be deactivated.

Which Should You Use — X or Threads?

Now, on to the final showdown: Which one should you use?

X gives users more features and functionality and has a clear path for brands to advertise and engage with audiences. X is also the clear winner for content creators who want to monetize their platform.

You will pay to play, though, as you’ll need X premium to use the best features.

From another perspective, X is oversaturated with established brands and thought leaders. It can be difficult to break in and get traction for your content.

Threads, as a new platform, offers an interesting opportunity to break in, innovate, and start conversations where fewer brands have a presence.

Engage Your Audience With Social Media Dialogue

Don’t pick a platform based on hype or headlines. Pick based on where your audience actually spends time, and what kind of content you want to build.

Personally, I’ll keep using both. Not because I have to, but because they serve different purposes and I like to keep experimenting with social platforms. X helps me stay connected to the conversation. Threads helps me think out loud and build in public.

The best approach I can recommend is to take time to understand your audience — where they are, what they want to consume — and then adapt your social strategy from there.

Editor's note: This post was originally published in December 2023 and has been updated for comprehensiveness.