Threads Outpaces X in Engagement by 73.6%, New Data Reveals

New data indicates that Meta's Threads platform is significantly outperforming X (formerly Twitter) in engagement rates, with Threads posts driving 73.6% higher engagement on average. This finding, based on an analysis of 10.2 million posts published in 2024 by Buffer, suggests a shifting landscape in microblogging platform effectiveness. The observation was highlighted in a recent social media post by "George from 🕹prodmgmt.world," who remarked, "idk what @nikitabier did but Threads is killing X on engagement right now?"

The analysis by Buffer found that Threads posts achieved a median engagement rate of 6.25%, while X posts lagged with 3.6%. This substantial difference underscores Threads' growing influence, particularly among marketers, with 53% already posting to the platform and an additional 23% planning to establish a presence this year, according to a Sprout Social Pulse Survey. Meta CEO Mark Zuckerberg has stated his belief that Threads will soon become a billion-user app, indicating ambitious growth targets.

Despite X holding a larger monthly active user base, with over 586 million compared to Threads' 320 million as of January 2025, Threads' higher engagement rate points to a more active and interactive user base. Threads' chronological feed and community-first approach are cited as key factors contributing to its success, fostering deeper conversations and higher visibility for content. In contrast, X's algorithm-driven feed and emphasis on real-time trends often require more aggressive content strategies for comparable reach.

The platforms cater to different user behaviors and content styles. Threads is described as a space for "slow-scroll" and authentic brand voices, appealing to a younger, Instagram-native demographic who value connection. X, on the other hand, is characterized by its fast-paced environment, ideal for breaking news, quick reactions, and thought leadership, attracting a broader demographic that includes professionals and journalists. While Threads is still in early stages for monetization and features like direct messages, X offers a mature ad platform and robust interactive tools.

The mention of Nikita Bier in the initial tweet, while not directly tied to the engagement data, could allude to the broader competitive dynamics and product strategies influencing these platforms. Bier, known for co-founding the popular short-form video app Vine and later focusing on other social ventures, represents the innovative spirit that continues to shape the social media landscape. The ongoing competition between Threads and X highlights an evolving digital space where user engagement and platform strategy are critical for sustained growth.