Today, do you get a better CAC on Twitter/X or on Threads?
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The battle for social media dominance has intensified in 2025, with advertisers facing a critical decision between Twitter/X and Meta's Threads platform.
While X maintains its position as the established text-based social platform with 415 million monthly users, Threads has rapidly scaled to 300 million users and launched its advertising platform globally in April 2025. Early data suggests Threads offers superior engagement rates (6.25% vs 3.6% on X) and significantly lower customer acquisition costs for early adopters, positioning it as the emerging winner for cost-effective customer acquisition.
And if you need to fast-track your growth on X, check all our cheatsheets.
Summary
Based on comprehensive 2025 data analysis, Threads is emerging as the superior platform for customer acquisition cost optimization, offering 73.6% higher engagement rates and significantly lower advertising costs due to reduced competition. While X maintains advantages in real-time reach and B2B audiences, Threads' early adopter advantage and Meta's sophisticated targeting infrastructure create compelling opportunities for cost-effective customer acquisition through 2026.
| Metric | Twitter/X Performance | Threads Performance |
|---|---|---|
| Monthly Active Users | 415 million (declining 2.6% annually) | 300 million (rapid growth since July 2023) |
| Average Engagement Rate | 3.6% median engagement | 6.25% median engagement (+73.6%) |
| Ad Platform Cost (CPC) | $0.27 website clicks, $1.12 lead gen | $0.38 lead gen (-66%), early adopter pricing |
| Demographics | 68% male, 45% earn $70K+, B2B focus | Instagram-native, younger, lifestyle-oriented |
| Revenue Growth Trend | 4% projected revenue drop (2025) | New revenue stream, global ad rollout |
| Content Lifespan | Brief attention spans, real-time focus | Extended engagement, conversation-driven |
| CAC Advantage | Mature platform, higher competition | Lower competition, early adopter benefits |
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Who is the target audience being acquired on Twitter/X versus Threads, and what are their average behaviors across niches?
X attracts predominantly male professionals (68% male, 32% female) with higher income demographics, where 45% earn over $70,000 annually and 54.8% fall within the 18-34 age bracket.
The platform maintains strong appeal among tech-savvy professionals, journalists, and B2B decision makers who consume content in brief bursts focused on real-time news and trending discussions. Users exhibit shorter attention spans but higher intent for business-related content and thought leadership.
Threads captures a more Instagram-native audience skewing younger and lifestyle-oriented, with significant representation in fashion-conscious consumers (23%), fine art fans (20%), and modern art enthusiasts (18%). The platform shows stronger community focus, particularly in gaming and visual content, with users preferring longer-form conversations and extended content engagement.
Behavioral analysis reveals X users engage primarily with breaking news and immediate discussions, while Threads users seek meaningful community interactions and relationship building. This fundamental difference affects conversion patterns, with X excelling for B2B services and professional solutions, while Threads shows promise for lifestyle brands and creative services targeting younger demographics.
What are the typical click-through rates and cost-per-click on both platforms in 2025, broken down by industry and account size?
X maintains an average CTR of 0.5% for every 1,000 impressions with cost per click averaging $0.27 for bottom-of-funnel website clicks and $0.03 for top-of-funnel engagement campaigns.
Industry-specific X performance shows B2B services achieving $3.33 CPC with 0.79% CTR, auto industry reaching $2.46 CPC with 0.58% CTR, and consumer services commanding $6.40 CPC with 0.81% CTR. Video ads featuring brand logos within the first 3 seconds demonstrate 30% higher brand recall, while overall ad engagement increased 22% year-over-year.
Threads launched advertising in early 2025 with significantly lower costs due to reduced competition. Initial testing shows lead generation costs of $0.38 compared to X's $1.12, video views at $0.02 versus X's $0.07, and app installs at $0.89 compared to X's $2.30.
The platform's estimated CPMs range between $5-$10, positioning competitively against other social media platforms while leveraging Meta's sophisticated targeting infrastructure. Early adopters benefit from substantially lower acquisition costs before market saturation increases competition.
What's the average conversion rate from click to lead and lead to sale on Twitter/X compared to Threads, for info products, coaching, SaaS, and e-commerce?
| Industry | Average Conversion Rate | X Performance | Threads Opportunity |
|---|---|---|---|
| Info Products | 2.9% social media average | Mature audience, established funnels | Higher engagement rates suggest 20-30% improvement |
| Coaching Services | 2-4% conversion rate | Strong B2B presence, $20-50 per post | Community focus enhances trust building |
| SaaS | 3.75% search, 0.77% display | $702 average CAC, 12% lead-to-opportunity | Early adoption advantage, lower competition |
| E-commerce | 1.84% benchmark | $70 average CAC | Visual integration with Instagram ecosystem |
| Professional Services | 4.6% conversion rate | Strong decision-maker presence | Longer-form engagement opportunities |
| Content Marketing | 76% of leads generated | Real-time trend leverage | Community-driven content amplification |
| Social Commerce | 17.11% of online sales | Established affiliate networks | Meta's e-commerce integration potential |
How does CAC evolve based on follower count tiers on both platforms?
Customer acquisition costs demonstrate inverse correlation with follower count across both platforms, with higher follower tiers achieving lower per-follower acquisition costs due to increased organic reach and credibility.
Companies with under 50 employees typically experience $47 per lead, while those with 50-1,000 employees see $200-300 per lead, and enterprises with 1,000+ employees face $349 per lead. Social media CAC averages $120 per customer with 250 customers acquired from $30,000 spend.
Follower count impact creates efficiency advantages through increased organic reach, improved engagement rates leading to higher conversion, and more effective retargeting audiences. X creators with 7,000 followers generate approximately $300 monthly from ad revenue sharing, while larger accounts benefit from economies of scale.
Threads' early adoption phase offers unique opportunities for rapid follower growth without the saturation experienced on X. Early adopters can establish authority and build audiences at lower costs before increased competition drives up acquisition expenses.
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What is the average revenue per follower per month on each platform, split by revenue model?
X monetization includes ad revenue sharing at $8.5 per million verified impressions, subscription models offering 97% revenue share until $50,000 lifetime (then 90%), and affiliate marketing typically generating $10-200+ per sale depending on product category.
Revenue model breakdown shows digital products generating $25-200+ per conversion via affiliate marketing, subscription services providing $1-239 monthly recurring revenue, and the global affiliate marketing industry worth $17 billion in 2025. Content creators with established followings can charge $20-50 per post for smaller audiences, scaling significantly with growth.
Threads currently lacks direct monetization programs, though Meta's Threads Bonus Program is in development. However, affiliate marketing potential remains strong with 5-30% commission rates across industries, and early adoption advantages create opportunities for lower competition in audience building.
The platform's seamless Instagram integration offers cross-promotion opportunities and access to established e-commerce infrastructure, potentially providing superior long-term monetization despite current limitations.
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What are the most profitable funnel formats on each platform and how do their conversion rates compare?
DM automation emerges as the highest-performing funnel format, with Instagram DMs achieving 90% open rates and 60% reply rates using tools like ManyChat, delivering 10x higher click-through rates than email (28% vs 2-3%).
Email opt-ins remain the most effective lead generation channel for 48% of marketers, with lead generation campaigns achieving 2.53% average CTR and providing 3-5x higher conversion rates than social media alone. The combination of social engagement followed by email nurturing creates optimal conversion funnels.
Direct sales opportunities include X's Ticketed Spaces for immediate monetization and live commerce features driving significant online sales growth. User-generated content influences 90% of shoppers' buying choices, making authentic content creation crucial for conversion success.
Platform-specific optimization shows X excelling at real-time engagement and trending topic leverage, while Threads' conversation-starting content and community focus perform better than broadcast messaging. Cross-platform strategies utilizing both platforms for different funnel stages optimize overall performance.
How does audience intent differ between Twitter/X and Threads, and how does that affect conversion to high-ticket offers?
X demonstrates high-intent behavior for real-time news, trends, and industry discussions, with 82% of B2B marketers utilizing the platform for professional networking and thought leadership.
User behavior on X focuses on immediate engagement with breaking news and trending topics, creating opportunities for timely offers and real-time marketing. The platform's strength in B2B decision-maker presence makes it optimal for professional services, software solutions, and high-ticket business offerings.
Threads prioritizes community-driven conversations and personal connections, with users seeking authentic interactions over viral content. The platform's focus on meaningful discussions and relationship building creates different conversion opportunities, particularly effective for lifestyle brands, creative services, and community-based offerings.
High-ticket offer performance varies significantly between platforms, with X excelling for B2B services targeting decision-makers, while Threads shows promise for lifestyle and creative services appealing to younger demographics seeking authentic brand connections.
Which platform generates more affiliate revenue per 1,000 impressions and in what niches?
Affiliate marketing performance shows CPM rates of $2-5 for display retargeting, with the industry contributing 16% of total e-commerce sales globally and average affiliate marketers earning $8,000-10,000 monthly.
Niche performance analysis reveals finance and retail industries leading affiliate revenue generation, with technology/SaaS affiliates commanding higher commissions ($50-200+ per sale) and e-commerce affiliates achieving lower per-sale but higher volume conversions.
X enables streamlined affiliate link sharing similar to Facebook's model, benefiting from established networks and user familiarity with affiliate content. The platform's real-time nature facilitates immediate promotional opportunities and trending topic leverage for affiliate campaigns.
Threads currently tests affiliate marketing capabilities with easier disclosure requirements, though the platform's community focus may require more subtle, value-driven approaches. Early adoption opportunities exist for establishing affiliate presence before market saturation increases competition.
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Where do high-engagement tweets or threads tend to translate into actual purchases, and does the same pattern hold for Threads posts?
High-converting content types include short-form videos driving highest ROI for 71% of video marketers, user-generated content influencing 90% of shoppers, and product reviews with buying guides showing superior conversion intent.
X threads featuring unique insights and personal stories drive optimal engagement, with authentic content and real-time commentary creating immediate purchase triggers. The platform's trending nature allows content to gain viral momentum, translating engagement into sales through timely calls-to-action.
Threads conversation-starting content performs better than broadcast messaging, with the platform's community focus creating trust-building opportunities that enhance conversion potential. Visual content benefits from Instagram integration, providing seamless shopping experiences and cross-platform promotion.
Platform-specific patterns show X favoring immediate, trend-driven purchases, while Threads builds longer-term customer relationships through community engagement, resulting in higher lifetime value but potentially longer conversion cycles.
Which platform currently delivers better results for retargeting and what are the CPM and ROAS trends for both in 2025?
Retargeting performance in 2025 shows display retargeting CPM at $2-5, social media retargeting CPM at $5-12, and video retargeting CPM at $10-30, with corresponding ROAS of 3X-8X, 2X-6X, and 5X-12X respectively.
X offers mature retargeting tools with established pixel tracking and sophisticated audience segmentation capabilities, benefiting from years of platform development and advertiser optimization. The platform's real-time engagement data provides rich retargeting opportunities based on immediate user interests and behaviors.
Threads retargeting leverages Meta's advanced targeting system, considered among the industry's most sophisticated, with access to cross-platform data from Facebook and Instagram. This integration provides comprehensive user behavior insights and superior audience matching capabilities.
Early Threads adoption offers retargeting advantages through lower competition and cost-effective audience building, while X maintains advantages in immediate retargeting based on real-time engagement and trending topic interactions.
What has changed in performance on both platforms since 2023, and how have algorithm or ad cost evolutions affected acquisition efficiency?
X experienced significant platform changes since 2023, including 22% boost in ad engagement countered by 2% revenue drop in 2024 and projected 4% decline in 2025, alongside 20% decrease in engagement rates and slowed user growth to 2.6% annually.
Algorithm updates prioritized informative and entertaining content over purely viral material, while leadership changes and policy modifications created uncertainty among advertisers. Despite challenges, the platform maintains 18% positive ROI for marketers and 23% plan increased investment in 2025.
Threads launched July 2023 with explosive growth, reaching 100 million users in 5 days and scaling to 300 million by Q4 2024. The platform achieved 73.6% higher engagement than X as of 2024, with global ad platform launch in early 2025 providing new monetization opportunities.
Acquisition efficiency improvements on Threads stem from higher engagement rates, lower competition, and Meta's proven advertising infrastructure, while X faces increased costs due to competition and platform uncertainty despite maintaining reach advantages.
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Based on current growth trajectories and feature rollouts, which platform is likely to offer better CAC performance going into 2026?
Threads positioning for 2026 suggests superior CAC performance through expected capture of 60% of Instagram advertisers' budgets as Meta integrates platforms, lower competition during early adoption phase, and potential for better CAC performance due to higher engagement rates.
Platform advantages include Meta's advanced advertising infrastructure, seamless cross-platform integration, and sophisticated targeting capabilities leveraging Facebook and Instagram data. The community-focused approach aligns with evolving social media trends toward authentic engagement over broadcast marketing.
X outlook maintains focus on creator monetization and premium features, with algorithm evolution toward quality content over viral noise and continued strength in real-time, trending content. The platform retains advantages in immediate reach and professional networking despite growth challenges.
Strategic recommendations for 2026 include early adoption of Threads advertising for cost-effective reach, cross-platform strategies leveraging X for real-time engagement and Threads for community building, focus on authentic conversation-driven content across both platforms, and investment in DM automation and email integration for superior conversion funnels.
Conclusion
The data overwhelmingly suggests that while X maintains short-term advantages in reach and real-time engagement, Threads is positioned to deliver superior CAC performance through 2026.
Early adopters who establish presence and test advertising strategies on Threads now will benefit from lower costs, higher engagement rates, and Meta's sophisticated targeting infrastructure, while maintaining X presence for immediate reach and trending topic engagement creates an optimal dual-platform approach for customer acquisition optimization.
Sources
- Social Champ: Threads vs X Comparison
- Cropink: X Twitter Statistics
- Analyzify: X Twitter Stats
- HubSpot: X vs Threads Marketing Guide
- WebFX: Twitter Statistics
- Notta: Threads Statistics
- Buffer: Threads vs Twitter Analysis
- UserPilot: Average Customer Acquisition Cost
- Automation Links: X Twitter Ads Cost 2025
- Digital Position: Meta Threads Ads 2025
- MonetizeMore: Advertising on Threads
- MarTech: Marketing on Threads Guide