In 2025, the social media landscape is shifting — fast. Brands are asking a new version of an old question: Should we focus on Threads or Twitter (now called X)?
The short answer? It depends on your brand’s tone, audience, and goals. The long answer is what we’re getting into here — with facts, not hype.
The Basics: Threads vs Twitter
🧵 Threads
- Owned by Meta (same as Instagram and Facebook).
- Launched in July 2023.
- Text-first, but integrated closely with Instagram.
- No hashtags, trending topics, or DMs (as of mid-2025).
- More positive, casual, lifestyle-focused content.
🐦 Twitter (X)
- Owned by Elon Musk.
- Rebranded to “X” in 2023 as part of a push to become an “everything app.”
- Still real-time, hashtag-driven, news-heavy.
- Offers subscriptions, long-form posts, and monetization for creators.
- User experience remains hit or miss, but the core audience is loyal.
Audience Breakdown
| Platform | Primary Users | Best For |
|---|---|---|
| Threads | Millennials, Gen Z, Instagram users | Lifestyle brands, DTC, influencers, community engagement |
| Twitter (X) | Professionals, news junkies, crypto/tech heads | Media, politics, SaaS, B2B, real-time comms |
If your audience lives on Instagram, Threads is a natural fit. If you target journalists, policymakers, or tech folks, Twitter still wins.
Brand Tone & Content Style
- Threads: Chill, quirky, friendly. Think brand banter, memes, light commentary.
- Twitter: Direct, sharp, often combative. Great for hot takes, fast reactions, and opinion-led content.
What Works on Threads:
- Behind-the-scenes updates
- Relatable humor
- Brand personality without being edgy
- Reposting IG stories as conversation starters
What Works on Twitter:
- Customer support
- Breaking news or product launches
- Thought leadership
- Engaging in public discourse (carefully)
Platform Stability & Growth
- Threads gained 100M users in 5 days. But engagement dropped quickly — then stabilized.
- Twitter/X has seen advertiser pullback, but user activity around major events (sports, politics) remains strong.
- Meta is slowly improving Threads (adding APIs, better search, EU access).
- Twitter/X is pivoting toward video, subscriptions, and AI integration — trying to become something more than social media.
In short:
Threads is evolving slowly but cleanly. Twitter is chaotic but still powerful.
Ad Tools & Brand Support
- Threads: No native ads yet. But if you run Instagram/Facebook campaigns, Meta’s ecosystem helps drive traffic and visibility to your Threads profile organically.
- Twitter/X: Ads platform is mature but inconsistent. Recent algorithm changes have made paid reach harder to predict. X Premium has unlocked creator tools but still feels like a work-in-progress.
Verdict: For performance marketers, Meta still offers the more stable ecosystem — even without Threads ads.
Case Studies: Who’s Doing It Right?
- Nike: Engages playfully on Threads, mirrors its Instagram voice.
- Netflix: Uses Twitter/X for sharp commentary during trending shows.
- Sephora: Leverages Threads for product education and mini-conversations.
- Wendy’s: Still roasting people on X, where their edge feels at home.
So… Where Should Your Brand Be?
Choose Threads if:
- You already have a strong Instagram presence.
- Your brand voice is playful, warm, and lifestyle-oriented.
- You’re focused on community building, not hot takes.
- You’re in fashion, beauty, wellness, food, or creator economy.
Choose Twitter/X if:
- Your audience expects thought leadership, news, or support.
- You work in tech, SaaS, politics, journalism, or sports.
- Your brand isn’t afraid of controversy or fast-moving conversations.
Choose Both if:
- You have the resources to repurpose content smartly.
- You want to test what resonates on each platform.
- You’re experimenting with short-form engagement strategies.
Final Word
Threads and Twitter aren’t direct substitutes — they’re two different rooms at the same party. One is for kicking back with your crew. The other is for shouting over the crowd.
In 2025, your brand doesn’t have to pick a side. But it does need to show up with intention. Know your audience. Match your tone. And focus on quality over quantity.
Still not sure where your brand fits? Let’s build a channel strategy together — based on what actually works for your goals.