What Brands Need to Know [Data]

We now have an epic showdown within the thrilling world of social media warfare. It’s X vs. Threads, the battle of short-form social media. In a single nook, we’ve X, the reigning short-form publish champion embroiled in drama and controversy.

Within the different nook, we’ve rookie Threads, who’s betting huge on person management and desires everybody to play good. Can X preserve its dominance and preserve you scrolling for extra?

Will Threads promise a greater, safer platform for public conversations?

The X vs. Threads story consists of management takeovers, a large person departure, and a record-shattering launch.

Shaking off the mud of the previous, we’re right here to reply essentially the most essential query for you and your model for the longer term: Which one do you have to use?

Download Now: The 2023 State of Social Media Trends [Free Report]

X vs. Threads: What’s the distinction?

What’s X?

What’s Threads?

Which do you have to use – X or Threads?

X vs. Threads: What’s the distinction?

Twitter (now X) and Fb (now Meta, which owns Instagram which launched Threads) have an extended historical past of competitors. Their new (or rebranded) platforms, Threads and X, are comparable in some ways.

Each are text-based social media networks that promote open dialogue. Whereas they might seem like copycats, X, and Threads have some key variations.

  • Strategy. Threads is a platform that prides itself on significant, moderated public conversations. However, X favors free speech with minimal moderation and personal dialog via direct messaging.
  • Options. X gives premium customers many publish codecs and prolonged publish and video lengths. Threads has a restricted variety of posts and is lacking a number of key X options like direct messages and (gasp!) hashtags.
  • Advertisements. Threads are utterly ad-free (at the very least, for now), whereas X works with advertisers and content material creators to monetize the platform. X shows sponsored posts and adverts virtually in every single place you go within the app.
  • Price. Whereas X was free, it now has a free and paid, premium model with superior options. Whereas X gives extra publish codecs and longer publish and video lengths than Threads, many benefits are hidden behind its paywall.

What are the totally different person demographics for X and Threads?

Threads customers tend to be younger and more educated, though X is growing its Gen Z segment thanks to its new creator features. X users trend toward white male Millennials without a college degree.

However, there’s a spread across economic and political spectrums, making it an exciting place for debate.

What is X?

What is X (Formerly Twitter)? Image Source

X is a social media platform specializing in short-form text content with photos, links, and videos. Originally named Twitter, the platform facilitates 500 million daily posts (formerly tweets).

The platform is exemplary for sharing live posts or live-streaming videos about breaking news, sporting events, and trending topics.

Users can easily discover new content through hashtags, featured trending topics, and X’s never-ending algorithmic feed.

Advantages of X

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

Large User Base

Social media platform usage data from Glimpse survey

X boasts 253 million daily active users, giving it a considerable edge over Threads’ 10.3 million. 62% of social media users spend at least one hour per month on X, compared with 21% who spend time on Threads.

In terms of usage growth, it seems to be a mixed bag.

We surveyed X users in August 2023 and found that 28% of users increased their time on Twitter month-over-month while 31% decreased their time spent — and 12% quit the channel altogether.

Changing usage of X trends from HubSpot survey

The platform lost many high-profile users during its leadership and platform changes in 2022 and 2023.

Despite the turmoil, X is still the top social media choice for industries like media and live sports and is gaining traction and users again.

X CEO Linda Yaccarino reported that 1.5 million new users join the platform daily and that Gen Z is its largest and fastest-growing segment.

Content Discovery Tools

Whether you’re following live news or simply topics you care about X’s strength has always been to help users discover content.

You can click on a trending topic or hashtag that interests you or scroll through X’s algorithmic feed designed to serve up relevant content.

You can also create custom feeds through lists and communities or perform advanced searches like filtering a feed by location.

Its most iconic content discovery tool, of course, is hashtags. The hashtag idea originated with a Twitter user in 2007 and became its fulcrum for grouping topics and stories and a social media standard.

Love it or hate it, the hashtag is useful for finding similar content or following breaking stories.

Advertising Opportunities

Want to engage your customers or reach new ones online? X offers a full suite of advertising codecs to assist manufacturers attain their viewers.

You may goal individuals by demographics, location, age, or gender and create a customized marketing campaign based mostly on dialog focusing on, occasion focusing on, and extra.

Disadvantages of X

Lack of Moderation

X touts itself as a spot for freedom of speech. Whereas it does have group guidelines towards hateful conduct, its content material moderation is minimal.

The end result? Customers complain about harassment, cyberbullying, and bots on the platform. Since X revoked the blue verify mark and began charging customers for verification, customers declare that X is a much less secure place.

Lack of Belief

Due to the dearth of moderation, distrust of proprietor Elon Musk, and unpopular adjustments to the platform, some longtime customers and advertisers have left the platform.

We discovered that 19% of X customers say it’s untrustworthy, and 14% say the platform has poor management, in contrast with simply 5% of Threads customers.

As of August 2023, X’s advert income was down 60% from the earlier 12 months, suggesting that manufacturers nonetheless aren’t assured they will belief X with their advertising and marketing {dollars}.

Pricing Construction

Need a verified profile? That’ll be $8 a month.

X’s new pricing construction took a number of standard options and hid them behind a paywall.

Premium customers can edit posts, create communities, publish longer movies, and write posts as much as 25,000 characters — a lot longer than the usual 280-character restrict or Threads’ 500-character restrict.

31% of X customers instructed us they’re contemplating an X premium subscription versus 69% who plan to remain on the free plan.

Options Distinctive to X

X has many options and codecs and rolls out new ones annually. Listed below are 5 of the perfect ones for engagement.

X Polls

Need to create fast engagement and take the heart beat of your viewers on a subject? X Polls allows you to publish a ballot to gather suggestions — and routinely shows the outcomes after it ends.


X is innovating to draw content material creators by giving them methods to monetize their content material. Considered one of these is Subscriptions, which lets accepted customers cost a subscription price for distinctive content material.

As an influencer, constructing a subscriber record and incomes revenue may be very enticing. In 2023, X additionally rolled out shared advert income for content material creators — solely premium customers.

X Communities

For members solely: X Communities are a moderated house the place accepted customers can dialogue round shared subjects.

Whereas these aren’t personal teams, they offer exclusivity and the flexibility to construct communities round shared pursuits or subjects. You should be a premium member to start out a group.

Reside Movies

You may change into a cell broadcaster on X with simply your telephone and the X app. The live video feature allows you to broadcast to X with only one click on and saves it as a publish when you’re executed.

Video is a serious progress space for social media; stay streaming may give you distinctive content material from stay occasions.

X Areas

X Spaces is a technique to have stay audio conversations inside the platform. Customers have creatively used this for functions starting from a stay, interactive podcast to a TV or sports activities watch occasion.

Anybody can hear, be part of, and request to talk in a House. A number moderates, and as much as 13 individuals can speak concurrently. It’s also possible to schedule and file Areas for later.

What’s Threads?

What is Threads?

The X vs. Threads story consists of management takeovers, a person exodus, and a record-shattering launch.

Threads is a text-based social media community launched in 2023 by Instagram. It borrows many options from X in a simplified interface and is designed round person management and significant dialogue.

Threads works as an extension to Instagram since customers can carry their accounts over and share threads again to their Instagram Lives.

data showing Threads usage

Our survey discovered that person sentiment is combined relating to Threads. Whereas greater than half affiliate it with constructive sentiments — like modern, participating, or optimistic — 24% discover it boring (ouch!), and 19% don’t belief the platform.

Benefits of Threads

Threads takes the perfect components of X and provides its personal twist. These are the perfect options that make Threads stand out:

Minimalist Design

Threads boasts a clear and minimalist interface with user-friendly steps to share, reply to, and repost content material. Customers benefit from the white background, clear fonts, and absence of adverts.

Designed for Consumer Management

Fed up with X’s free-for-all chatter? Take management of the dialog and restrict undesirable feedback. In Threads, you may management who replies to or mentions you and restrict replies to pick out teams.

It’s also possible to add undesirable hidden phrases to filter out replies with that key phrase. When you’ve blocked individuals on Instagram, these settings carry over.

It’s also possible to management your feed by switching from the “For You” algorithm to “Following,” which exhibits solely posts from individuals you comply with.

Robust Moderation System

Additionally, Threads prides itself on its energetic content material moderation to distinguish itself from X.

Following Instagram’s group tips, Threads makes an attempt to flag and take away hate speech, threats, terrorism, some sexual content material, and copyright infringements.

Disadvantages of Threads

The tradeoff for Threads’ easy interface and user-control focus? Restricted performance in some instances and restricted alternatives for manufacturers to have interaction.

Restricted Codecs

Threads has restricted codecs, missing stay streaming and polls in comparison with X. Whereas Threads beats out the free model of X in character depend and video size, X’s premium choices give far more flexibility and capabilities.

These limitations could also be hampering person engagement on the platform. 24% of social media customers say Threads is boring or unengaging, in contrast with 11% who say the identical about X.

New Device, Fewer Customers, and Fewer Integrations

As a brand new software, Threads has a smaller person base and few integrations at this stage.

When you’re used to scheduling and managing your social media accounts all from a social media administration platform, it’s a superb wager that Threads isn’t supported but.

It’s additionally unclear if Threads can maintain onto its surge of latest customers, with stories that its preliminary app utilization dropped by 79% after a month. We surveyed customers about how they deliberate to make use of Threads within the subsequent three months.

39% of customers shared that they deliberate to make use of the social media channel extra, 13% deliberate to lower their use, and 17% deliberate to stop the channel altogether.

Threads usage survey

No Direct Messages

You may’t slide into anybody’s DMs on Threads as a result of there aren’t any. That’s proper, there isn’t a technique to direct-message one other person on Threads with out it being public.

This controversial selection by Threads was doubtless an effort to scale back undesirable harassment messages that X DMs are recognized for, however it makes it difficult to have interaction one-on-one.

Manufacturers that use social media for buyer help additionally gained’t be capable of do this in a personal setting right here.

No Promoting or Enterprise Accounts (But)

Some would argue that no promoting is a big win for the Threads expertise and promotes genuine group. Nevertheless, this hurts manufacturers who want a transparent path to succeed in focused person teams with their content material.

Some manufacturers are testing the waters and making it work.

Options Distinctive to Threads

Whereas easier, Threads has a number of distinct benefits over X.

Particular person Thread Subscriptions

On Threads, you may subscribe to a person thread for twenty-four hours, serving to you to comply with a debate whereas it lasts — and filter out the litter the subsequent day.

Reside Debate

Maybe Threads’ most fascinating characteristic is its themed public conversations. This characteristic permits customers to create a debate matter, be part of others’ debates, and take part in real-time discussions.

Threads moderators reasonable these debates to make sure respectful dialogue, and members vote for debate winners on the finish, catapulting to the highest of a leaderboard in the event that they’re profitable.

Integration with Instagram

In July 2023, Threads broke data by turning into historical past’s fastest-growing social media platform. In simply 5 days, it amassed 100 million customers.

That’s as a result of Instagram created and promoted Threads in-app, giving customers fast and painless onboarding.

All Instagram customers must do is to log in with their Instagram credentials, they usually’re arrange. Their deal with, bio, profile image, and settings switch from Instagram however could be modified.

Whereas separate platforms, they’re linked: you may share Threads you want in an Instagram message or story.

Some hiccups with the linked accounts have customers scratching their heads. You may’t at the moment have multiple Threads account or swap accounts (making it troublesome to have a enterprise account).

You can also’t delete your Threads account with out deleting your Instagram one. When you deactivate Instagram, your Threads account will even be deactivated.

Which Ought to You Use — X or Threads?

Now, on to the ultimate showdown: Which one do you have to use?

X provides customers extra options and performance and has a transparent path for manufacturers to promote and interact with audiences. X can be the clear winner for content material creators who wish to monetize their platform.

You’ll pay to play, although, as you’ll want X premium to make use of the perfect options.

From one other perspective, X is oversaturated with established manufacturers and thought leaders. It may be troublesome to interrupt in and get traction in your content material.

Threads, as a brand new platform, gives an fascinating alternative to interrupt in, innovate, and begin conversations the place fewer manufacturers have a presence.

45% of Threads customers we surveyed work together each day with model content material, and 21% of these customers are hyper-engaged, interacting greater than 10x a day.

Evaluate this with X, the place solely 34% of customers say they work together with manufacturers every day on the platform, and seven% are hyper-engaged.

Earlier than you determine, contemplate your viewers. What demographic are you attempting to succeed in, and why are they logging on? Do they like extra managed conversations, or are they bent on content material discovery?

Suppose you wish to spend money on thought management and clever person dialogue. In that case, Threads is a wonderful place to make an impression — and might dovetail with manufacturers with a profitable Instagram presence.

Interact Your Viewers with Social Media Dialogue

Threads and X will proceed to evolve, add thrilling options, and proceed their rivalry for years. Determine now which options are a very powerful to you and the place your viewers could be discovered.

Then, roll up your sleeves, get began, and equipment up for the trip.

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