Is Threads Getting More Engagement Than X?

In less than two years, Threads, Meta’s social media platform, has rapidly grown its user base and is now outshining its main competitor, X (formerly Twitter), when it comes to engagement. New data reveals that Threads users are interacting with content at a significantly higher rate than X users, setting the stage for the platform to become a major player in the social media landscape.

Higher Engagement on Threads

One of the standout findings from recent reports is that Threads is driving substantially more user engagement than X. Threads posts have shown a median engagement rate of 6.25%, which is nearly double the 3.6% median engagement rate on X. This gap is an important indicator of how users on Threads are more inclined to engage with content, whether it’s through likes, shares, or comments.

For brands and creators, these numbers suggest that Threads offers a prime opportunity to boost interactions and visibility. The higher engagement rates are particularly promising as the platform moves closer to introducing ads, which could help monetize this active user base. Brands looking to maximize the effectiveness of their social media marketing may want to focus on Threads as a key platform for future campaigns.

Rapid User Growth

Along with strong engagement, Threads has been attracting new users at an impressive pace. Meta’s Q4 report revealed that the platform now has up to 320 million monthly active users, with over 1 million new sign-ups happening daily. While Threads is still far from catching up to X’s 570 million active users, its trajectory is undeniable. The platform has become a hotbed for new users, making it a strong contender in the ongoing social media competition.

A Growing Platform for Business

The growing number of active users, coupled with higher engagement, is making Threads a prime location for businesses. Meta is focused on preparing Threads for advertisers, and the platform’s rapid growth is making it increasingly appealing to brands seeking a larger audience. With a significant portion of users following at least one business on the platform, there is a clear opportunity for brands to leverage this attention.

Threads’ ability to attract businesses has caught the attention of marketers, and many are already posting on the platform or planning to in the near future. As the platform continues to evolve and enhance its features, it is on track to become a major tool for businesses aiming to engage with users in fresh and dynamic ways.

Cate Bender, the author, is Project Coordinator of Marketing Keys