Social media platforms have gotten mirrors of one another, however their outcomes are something however similar. Threads is driving important engagement. Nonetheless, X nonetheless surpasses Threads in MAU, which means you possibly can attain extra individuals there.
So the place must you focus your efforts?
For creators and types, understanding which platform delivers higher outcomes may be the distinction between thriving and losing sources.
With Threads positioning itself as a conversational, community-driven platform and X doubling down on its rapid-fire, text-based format, it’s time to settle the query: which platform truly drives extra engagement?
To search out out, we analyzed 10.2 million posts revealed to X and Threads in 2024, breaking down their engagement charges, traits, and strengths. By the top of this text, you’ll know the place to focus your content material technique — and why cross-posting is perhaps the important thing to maximizing your attain.
How we analyzed the information
To offer significant insights, our knowledge scientist Julian analyzed 10.2 million posts revealed to X and Threads all through all of 2024 utilizing Buffer.
What we measured
Engagement price: Outlined as the whole variety of interactions (likes, feedback, shares, and so forth.) divided by the whole attain or impressions of a put up. This metric is the clearest indicator of how actively audiences interact with content material.Traits over time: We tracked how engagement charges fluctuated month-to-month, figuring out peaks, dips, and constant patterns.
Key issues
Just a few issues to notice:
We used the median engagement price as a result of it gives a extra correct illustration in datasets with outliers, resembling social media knowledge. Outliers, like viral posts, can skew outcomes, so the median affords a clearer view of typical put up engagement.Threads and X would possibly calculate engagement metrics in a different way, so direct comparisons ought to be approached cautiously.Variations in algorithms and content material discovery mechanisms could affect engagement charges.Threads was launched in July 2023, with integration into Buffer beginning in June 2024. As such, it’s nonetheless a growing platform with distinctive engagement traits.The information displays posts created by Buffer customers, which can not totally characterize all customers on these platforms, although we consider it paints a reasonably correct image.
With these issues in thoughts, let’s dive into the important thing findings and what they imply on your social media technique.
Threads outpaces X in total engagement
In relation to engagement, Threads emerges because the clear chief. Our evaluation exhibits that:
Threads posts achieved a median engagement price of 6.25%.X posts lagged behind with a median engagement price of three.6%. Because of this Threads posts drove 73.6% larger engagement charges than X on common. These outcomes solidify Threads as a really robust platform for creators and types searching for to maximise interactions per put up.
This demonstrates that Threads customers are partaking with content material at a a lot larger price, making it a standout platform for viewers interplay.
Our concept about why Threads wins at engagement
Threads is a brand new platform, launched in July 2023 and was solely added to Buffer in June 2024.

Its progress may be attributed to a couple issues: the community results of being related to an already widespread platform like Instagram, the timing of its launch, and the final pleasure of a brand new platform launch. However that’s not sufficient to maintain a platform — so what makes Threads stand out?
Threads thrives on its community-first strategy, the place customers are inspired to take part in discussions somewhat than passively devour content material. Key components contributing to its success embody:
Decrease saturation, larger visibility: As a comparatively new platform, Threads is much less crowded, making it simpler for posts to face out and acquire traction. Its 275 million lively userbase exhibits Threads is rising however stays much less aggressive than extra established platforms like X.Engagement-oriented algorithms: Threads prioritizes content material that drives significant interactions—likes, replies, and shares—not in contrast to Instagram’s algorithm. Creators who spark conversations usually tend to seem on the For You feed, boosting visibility and engagement.
Curiously, engagement charges on Threads peaked in November 2024, displaying a slight (however anticipated) decline across the vacation. Regardless of this dip, Threads had a constantly larger engagement price than X.

Now whereas X trails behind Threads in engagement charges, it gives a steady platform for concise, high-impact content material.
Why does X nonetheless work?
Trending matters and real-time relevance: X thrives on timeliness. Its algorithm favors content material tied to present occasions or trending discussions, permitting creators to capitalize on the second.Threaded tales and distinctive hooks: As the primary platform to popularize threads, X nonetheless affords an area for longer narratives—when structured appropriately. One viral X thread analyzed by Gaetano DiNardi confirmed the ability of mixing distinctive insights, private tales, and a robust hook to have interaction audiences.
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Key takeaway: If maximizing interactions per put up is a precedence on your model, Threads is the platform to prioritize. Nonetheless, X stays a dependable selection for constant, regular engagement on concise or time-sensitive content material.
Some suggestions
Threads has positioned itself as a platform for deeper engagement and significant interactions. That is mirrored in its constantly larger median engagement price in comparison with X.
To maximise your engagement on Threads:
Submit constantly: Common posting will increase your visibility. Experiment with 1-2 posts per day, as constant exercise is vital to staying top-of-mind.Foster conversations: Have interaction your viewers with open-ended questions, polls, and thought-provoking prompts. Instance: As an alternative of merely posting, “How’s everybody’s Monday?”, attempt, “What’s one factor you do each Monday to set your self up for fulfillment? Let’s share suggestions!”Have interaction with feedback: Replying thoughtfully to your viewers drives extra visibility and deepens relationships. A Buffer workforce member famous that replying to feedback is simply as vital as posting recent content material.Experiment with tags: Use a community-style tag in your posts (you’ll be able to solely use one per put up) to categorize your content material and make it extra discoverable in area of interest matters, much like subreddits.
X/Twitter stays a contender for real-time updates
Customers flip to X for trending updates, real-time discussions, and shareable snippets of data. To succeed on X:
Grasp hooks: Use a robust first line to seize consideration. As an example: “Why most manufacturers fail at social media—and how one can keep away from their errors.”Deal with trending matters: Craft content material round breaking information or viral discussions to remain related.Preserve it concise: Prioritize posts which are fast to learn and simple to have interaction with carry out finest.Leverage retweets: Have interaction with different accounts by replying or quote tweet trending content material together with your perspective. This amplifies your attain whereas displaying your voice in related discussions.
Crossposting as a superpower
Engagement is only one piece of the puzzle when deciding the place to focus your social media efforts.
Each Threads and X provide distinctive strengths that may enable you to attain your targets—however what when you didn’t have to decide on only one?
Enter crossposting: a method that means that you can maximize your content material’s attain and engagement by leveraging each platforms concurrently.
Crossposting permits you to:
Prolong your attain, guaranteeing audiences throughout platforms see your posts by sharing content material on each Threads and X.Tailor content material for highest influence, as every platform has distinctive strengths, and crossposting means that you can adapt your messaging for higher engagement.Save effort and time, as with minor tweaks, you’ll be able to repurpose a single piece of content material for a number of platforms, lowering your content material creation workload.
To succeed with crossposting, you could align your content material with every platform’s viewers behaviors and strengths.
Buffer makes crossposting seamless by permitting you to schedule and adapt posts throughout platforms in a single place. Begin by making a single piece of content material, then modify it barely to align with every platform’s tone and elegance.
Assets
For deeper insights into strategy content material on both platform, take a look at these articles:
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