Threads Deep Dive – Is It Time to Join the Conversation?

As more people and brands search for an alternative to X (formerly Twitter), Threads has been steadily growing. While still evolving, recent Threads engagement statistics suggest that Threads may be a viable platform for brands looking to connect with their audience in a more conversational way.

Recent data from Buffer’s analysis of 10 million posts found that:
📌 Threads’ median engagement rate is 6.25%, compared to 3.6% on X
📌 Threads posts drive 73% more engagement than those on X

And with Meta continuing to roll out updates, now might be the time to explore whether Threads fits into your social strategy.

X vs. Threads Engagement – Which Platform is Best?

Threads is still in its early days, but it’s outperforming X in engagement levels. A recent Pulse Survey (2025) found that:
✔️ 57% of marketers are already posting on Threads
✔️ 23% plan to start using Threads this year
✔️ 64% of B2C brands are active on Threads, compared to just 19% of B2B brands

It’s clear that B2C brands are leading the way, while B2B adoption remains slow.

What Type of Content Works Best on Threads?

If you’ve experimented with Threads, you may have noticed that conversational content performs well. Brands that are seeing success tend to focus on:
🔹 Casual, text-based posts – Think early-days Twitter with simple updates and emojis
🔹 Humour and personality-driven content – A wittier, more informal tone works well
🔹 Questions and audience engagement – Encouraging responses boosts reach
🔹 Behind-the-scenes insights – Giving followers a peek behind the curtain
🔹 Meme-style reposts – Reposting popular content with your own twist

📌 Top Brands Winning on Threads:

• Innocent, Channel 4, and M&S – Using witty, irreverent tones
• National Trust – A more thoughtful approach, still highly engaging
• Aldi and Penguin Random House – Leveraging memes and reposting user content

💡 Actionable Tip: If you’re thinking of using Threads, experiment with informal, engaging, and interactive content to see what resonates best.

New Features & Updates on Threads

Meta is actively improving Threads, adding features that bring it closer to classic Twitter functionality. Here are some key updates:

📌 Public Feeds – You can now share your custom feed lists, similar to Twitter Lists
📌 Improved Search – Deeper search capabilities for keywords and tags
📌 Trending Topics – A feature to discover real-time discussions
📌 GIFs, Polls & Voice Memos – More ways to express yourself
📌 Custom Feeds – Set your own default view for a personalised experience

One major difference? Threads only allows one hashtag per post, making keyword selection crucial.

Final Thoughts – Should Your Brand be on Threads?

✅ YES, if your brand thrives on real-time conversation, humour, and audience interaction.
✅ YES, if you’re a B2C brand looking to boost engagement.
❌ NO, if your audience isn’t there yet – B2B adoption is still slow.

With higher engagement rates than X and a growing feature set, Threads is proving to be a platform worth exploring.