Today, do you get a better engagement rate on Twitter/X or on Threads?

This blog post has been written by the person who has mapped all the strategies and examples in our cheatsheets

Threads delivers 73.6% higher engagement rates than Twitter/X across all account sizes, with smaller accounts seeing the most dramatic advantage. While Twitter/X maintains its stronghold for real-time news and professional networking, Threads' algorithm prioritizes meaningful conversations over viral content, resulting in deeper user interactions and longer content lifespans.

The data reveals striking differences in monetization potential, user behavior, and algorithmic preferences between these platforms. For creators and businesses deciding where to invest their limited time and resources, understanding these specific performance metrics becomes crucial for maximizing return on effort. And if you need to fast-track your growth on X, check all our cheatsheets.

What are the current engagement rates for different account sizes on Twitter/X versus Threads?

Threads delivers significantly higher engagement rates across all follower tiers, with the advantage being most pronounced for smaller accounts.

How do likes, comments, reposts, and saves break down by account size and niche?

Twitter/X shows measurable performance metrics with clear patterns, while Threads focuses on conversation depth over individual interaction counting.

On Twitter/X, accounts average 31.46 likes per post (down from 37.82 in 2023), 1.56 reposts, and 8.47 mentions, with impressions reaching 2,121 per post. Tech and news niches perform strongest on Twitter/X due to the platform's real-time discussion culture. Lifestyle and fitness content struggles more on Twitter/X compared to visual-first platforms.

Threads delivers 63% text-only posts and 25% image-inclusive content, with higher interaction rates across all engagement types. The platform's Instagram integration gives lifestyle, fitness, and visual storytelling niches a significant advantage. Tech discussions happen but with less frequency compared to Twitter/X's established tech community.

News content performs better on Twitter/X due to trending topics and real-time conversation features, while Threads excels at sustained community discussions around lifestyle and personal brand content. The key difference lies in engagement quality—Twitter/X optimizes for quick reactions while Threads encourages longer conversations.

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Which platform delivers higher conversion rates for external links and different revenue streams?

Twitter/X deliberately reduces visibility for posts containing external links, while Threads currently lacks comprehensive conversion tracking due to limited advertising features.

Twitter/X's algorithm actively deprioritizes external links to keep users on platform, with Musk confirming this strategy publicly. This creates a significant challenge for newsletter signups, product sales, and lead magnet distribution. Click-through rates typically range from 2-5% depending on industry, but the reduced algorithmic reach means fewer people see link-containing posts initially.

Threads doesn't penalize external links as aggressively, but the platform lacks mature advertising infrastructure for tracking conversions. Early adopters report better organic reach for posts with links, though comprehensive conversion data remains limited due to the platform's focus on engagement over commerce.

For revenue streams, social media advertising averages 250% ROI ($2.50 earned per $1 spent), with Facebook's ecosystem (including future Threads advertising) showing among the highest reported returns. Twitter/X requires Premium subscriptions for most monetization features, creating an additional barrier for creators starting their revenue journey.

What are the current costs and ROI for paid promotion on each platform?

Twitter/X offers established advertising options with measurable costs, while Threads remains in testing phase for paid promotion features.

Twitter/X advertising costs vary significantly by targeting and competition, with most creators seeing moderate ROI compared to other social platforms. The platform's focus on Premium subscriptions means organic monetization requires monthly payments, affecting overall return calculations for smaller creators.

Threads currently operates without comprehensive paid promotion options, making direct cost comparisons impossible. The platform's testing phase for advertising features suggests launch in late 2025 or early 2026, likely following Meta's established advertising framework from Facebook and Instagram.

Social media advertising generally delivers $2.50 return for every $1 invested across platforms, with video content and targeted campaigns showing higher conversion rates. Twitter/X's declining user engagement affects advertising effectiveness, while Threads' growing user base suggests potential for better future ROI once advertising launches.

How many real users does each platform actually have?

Both platforms struggle with bot accounts, but Threads shows stronger growth momentum despite having fewer total users.

How do the algorithms treat different content types and affect visibility?

Twitter/X prioritizes engagement velocity and real-time trends while penalizing external links, whereas Threads focuses on conversation quality and relationship-based distribution.

Twitter/X's algorithm actively reduces visibility for posts containing external links, confirmed directly by platform leadership. The system favors quick engagement—likes, reposts, and immediate replies—with Premium users receiving additional algorithmic boost. Rich media content (images, videos, GIFs) performs better than text-only posts, though the advantage varies by audience engagement patterns.

Threads operates on a three-step process: content collection, signal analysis, and content ranking. The algorithm prioritizes meaningful conversations over viral content, using Instagram's established social graph for relationship-based distribution. Carousels and visual content receive support through Instagram integration, while conversations that generate sustained back-and-forth interactions rank higher than one-off viral posts.

Short-form text performs well on Twitter/X when it captures trending topics or provides quick insights, with 2-3 hashtags being optimal. Threads rewards longer-form conversational posts that encourage community discussion, making it less suitable for rapid-fire content strategies that work on Twitter/X.

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How have engagement rates changed from Q1 2024 to mid-2025?

Twitter/X experienced a dramatic 48% drop in engagement rates while Threads stabilized after initial volatility, maintaining significant advantage over Twitter/X.

Twitter/X saw engagement per post decline from 37.8 likes in 2023 to 31.4 likes in 2024, with the trend continuing into 2025. User concerns about platform stability, algorithm changes prioritizing Premium accounts, and increased bot activity contributed to reduced organic reach and interaction rates.

Threads experienced initial surge followed by stabilization, with engagement rates declining from 4.76% in February 2024 to 3.60% in February 2025. Despite this decline, Threads maintains its 73.6% advantage over Twitter/X, suggesting the platform found sustainable engagement levels rather than experiencing continued deterioration.

Macro trends influencing these changes include algorithm modifications favoring different content types, AI-driven personalization becoming more sophisticated, and the creator economy shifting toward micro and nano-influencers. Platform monetization efforts also affected organic reach, with both platforms reducing free visibility to encourage paid promotion.

Where do users spend more time per session and what's the engagement depth?

Twitter/X users spend significantly more total time on platform daily, but Threads generates deeper conversation engagement per interaction.

Twitter/X users average 35 minutes daily usage with 5 hours 19 minutes monthly, characterized by rapid content consumption and brief interactions. The platform encourages high-frequency posting (3-5+ times daily) due to short content lifespan, with most posts becoming invisible within hours of publication.

Threads users spend 1 minute 41 seconds per session with 23.9% opening the app daily, but engage in longer, more sustained conversations. The platform rewards lower posting frequency (1-2 daily optimal) because content maintains visibility for days rather than hours, encouraging quality over quantity approaches.

Engagement depth differs significantly—Twitter/X optimizes for quick reactions and rapid information sharing, while Threads prioritizes meaningful conversations and community building. This creates different user behavior patterns, with Twitter/X users expecting immediate responses and Threads users engaging in more thoughtful, extended discussions.

What does the complete conversion funnel look like with actual percentage benchmarks?

Social media typically influences early funnel stages rather than direct conversions, with both platforms showing similar click-through rates but different attribution patterns.

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Which audience types perform best on each platform?

Twitter/X excels for professional networking and real-time content creators, while Threads favors community-focused personalities and lifestyle brands.

• Twitter/X Advantages: Real-time content creators who break news or provide immediate commentary see strongest performance. Tech industry thought leaders benefit from established developer and startup communities. Political commentators and news analysts leverage trending topics and real-time discussion features. Professional service providers use the platform for B2B networking and thought leadership positioning.
• Threads Advantages: Lifestyle and personal brands perform exceptionally well due to Instagram integration and visual content support. Community-focused creators who build sustained relationships rather than chasing viral moments see higher engagement rates. Visual storytellers benefit from carousel support and longer content lifespan. Conversation-driven personalities who encourage back-and-forth interactions align perfectly with the algorithm's preferences.
• Entertainment Industry: Both platforms serve different entertainment needs—Twitter/X for real-time reactions and trending commentary, Threads for deeper fan community building and sustained discussion around content.
• Startups and Business: Early-stage companies often find better organic reach on Threads currently, while established B2B companies benefit from Twitter/X's professional networking capabilities and real-time customer service opportunities.
• Personal Brands: Individual creators see higher engagement rates on Threads, especially those focusing on authentic conversations rather than promotional content, while Twitter/X remains strong for thought leadership and professional positioning.

What criteria should determine which platform to focus on when starting or scaling?

Platform choice should align with content strategy, audience behavior, and business model rather than following generic social media advice.

Choose Twitter/X when targeting news-focused, professional, or tech-savvy audiences who expect real-time updates and quick insights. The platform suits B2B services, thought leadership, and professional services where industry discussions and trending topic participation drive business value. Content should be optimized for immediate engagement and frequent posting schedules.

Choose Threads when targeting younger demographics, lifestyle-focused users, or community-building goals. The platform excels for consumer brands, lifestyle products, and entertainment where sustained conversations and authentic relationships drive business outcomes. Content should prioritize conversation-starting and community engagement over viral reach.

For resource allocation, consider that Twitter/X requires higher posting frequency (3-5+ daily) while Threads rewards quality over quantity (1-2 daily optimal). Twitter/X demands real-time monitoring for trending topics and rapid response capabilities, while Threads allows more strategic, planned content approaches with longer engagement windows.

Multi-platform strategies work best when content is adapted for each platform's unique culture rather than cross-posting identical content. Audience overlap between platforms remains minimal, making platform-specific strategies more effective than universal approaches.

What are the most credible forecasts for engagement and monetization trends heading into 2026?

Threads projects continued user growth reaching 350+ million MAUs, while Twitter/X faces revenue challenges with declining advertiser confidence and user retention issues.

Threads expects full advertising rollout in 2025-2026, leveraging Meta's established advertising infrastructure to compete directly with Twitter/X's revenue model. The platform's daily user addition rate of 1+ million suggests strong momentum for creators and businesses building audiences now, before increased competition arrives.

Twitter/X faces projected ad revenue decline from $4.73 billion (2022) to $2.70 billion (2027), forcing increased reliance on Premium subscriptions and creator revenue sharing. User retention challenges in key markets like Europe suggest potential continued engagement decline unless platform stability improves significantly.

Industry-wide trends favor quality engagement over quantity metrics, community-driven platforms over broadcast-style content, and micro/nano-influencer growth over celebrity-focused strategies. AI integration for content creation and personalization becomes standard, while video content dominance continues across all platforms.

Social media advertising spend approaches $200+ billion globally for 2025, with platforms competing on conversion tracking and ROI measurement. Creators and businesses investing in relationship-building strategies rather than purely viral approaches position themselves better for long-term monetization opportunities across both platforms.

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Conclusion

Sources

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