Threads vs. Twitter: Which One Should Brands Focus On in 2025?

Ava Hoch
2 days ago
2 min read

Social media never sleeps, and neither should your strategy. In 2023, Meta launched Threads as a direct competitor to Twitter (now known as X). What began as a buzzy rollout has evolved into something more stable, with Threads carving out its own niche in the online conversation landscape. Meanwhile, Twitter/X has undergone significant changes in leadership, functionality, and audience behavior.

Now, in 2025, the question every marketer is asking: Should your brand prioritize Threads or Twitter/X?

Let’s explore both platforms to help you decide where your brand should focus its energy.

Audience: Where Are Your People?

Twitter/X still commands a large, global user base that includes journalists, industry experts, sports fans, and political voices. It's the platform of choice for real-time updates and discourse. However, user engagement has shifted as platform policies and algorithms evolve.
Threads continues to grow, especially among younger users who value a less chaotic, more aesthetically pleasing conversation space. Integrated with Instagram, it attracts lifestyle brands, creators, and casual users who enjoy a visual and positive experience.

Bottom Line: If your brand is B2B, media-focused, or heavily reliant on fast-breaking news, Twitter/X may still be your go-to. For lifestyle, culture, or younger audiences, Threads is worth testing.

Features: What's the Experience Like?

Twitter/X is fast-paced and ideal for quick, punchy content. Features like long-form posts, Spaces (live audio), and subscriptions give brands powerful tools to build and monetize an audience.
Threads remains simpler, with limited features but a strong tie-in to Instagram. Its minimal design and low-pressure environment make it ideal for casual engagement, soft storytelling, and behind-the-scenes content.

Bottom Line: Twitter/X offers more robust tools and potential for scale, but requires constant attention. Threads is cleaner and more controlled, but with less immediate reach.

Brand Voice: What’s the Tone?

Twitter/X is known for its edge. It rewards brands that are witty, bold, and ready to jump into trending conversations. It’s where brands can be playful—but the margin for error is thin.
Threads leans more friendly and relaxed. The tone is informal, often humorous, but generally more positive and brand-safe.

Bottom Line: If your voice is clever or irreverent, Twitter/X is a natural fit. If you lean warm, authentic, and engaging, Threads might be better suited.

ROI & Ad Potential

Twitter/X still supports advertising with advanced targeting, though some advertisers remain cautious due to past controversies and shifts in content moderation.
Threads does not yet offer native ads, but brands can benefit from organic visibility, especially when tied into broader Instagram campaigns.

Bottom Line: Twitter/X is better for short-term ROI via ads. Threads supports long-term brand building—especially if you’re already strong on Instagram.