Threads Drives 73.6% More Engagement Than X — Here’s What You Need to Know

Social media platforms are becoming mirrors of each other, but their results are anything but identical. Threads is driving significant engagement. However, X still surpasses Threads in MAU, meaning you could reach more people there.

So where should you focus your efforts?

For creators and brands, understanding which platform delivers better results can be the difference between thriving and wasting resources.

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 question: which platform actually drives more engagement?

To find out, we analyzed 10.2 million posts published to X and Threads in 2024, breaking down their engagement rates, trends, and strengths. By the end of this article, you’ll know where to focus your content strategy — and why cross-posting might be the key to maximizing your reach.

How we analyzed the data

To provide meaningful insights, our data scientist Julian analyzed 10.2 million posts published to X and Threads throughout all of 2024 using Buffer.

What we measured

• Engagement rate: Defined as the total number of interactions (likes, comments, shares, etc.) divided by the total reach or impressions of a post. This metric is the clearest indicator of how actively audiences engage with content.
• Trends over time: We tracked how engagement rates fluctuated month-to-month, identifying peaks, dips, and consistent patterns.

Key considerations

A few things to note:

1. We used the median engagement rate because it provides a more accurate representation in datasets with outliers, such as social media data. Outliers, like viral posts, can skew results, so the median offers a clearer view of typical post engagement.
2. Threads and X might calculate engagement metrics differently, so direct comparisons should be approached cautiously.
3. Variations in algorithms and content discovery mechanisms may influence engagement rates.
4. Threads was launched in July 2023, with integration into Buffer starting in June 2024. As such, it is still a developing platform with unique engagement trends.
5. The data reflects posts created by Buffer users, which may not fully represent all users on these platforms, though we believe it paints a pretty accurate picture.

With these considerations in mind, let’s dive into the key findings and what they mean for your social media strategy.

Threads outpaces X in overall engagement

When it comes to engagement, Threads emerges as the clear leader. Our analysis shows that:

• Threads posts achieved a median engagement rate of 6.25%.
• X posts lagged behind with a median engagement rate of 3.6%. This means that Threads posts drove 73.6% higher engagement rates than X on average. These results solidify Threads as a very strong platform for creators and brands seeking to maximize interactions per post.

This demonstrates that Threads users are engaging with content at a much higher rate, making it a standout platform for audience interaction.

Our theory about why Threads wins at engagement

Threads is a new platform, launched in July 2023 and was only added to Buffer in June 2024.

Its growth can be attributed to a few things: the network effects of being connected to an already popular platform like Instagram, the timing of its release, and the general excitement of a new platform launch. But that’s not enough to sustain a platform — so what makes Threads stand out?

Threads thrives on its community-first approach, where users are encouraged to participate in discussions rather than passively consume content. Key factors contributing to its success include:

1. Lower saturation, higher visibility: As a relatively new platform, Threads is less crowded, making it easier for posts to stand out and gain traction. Its 275 million active userbase shows Threads is growing but remains less competitive than more established platforms like X.
2. Engagement-oriented algorithms: Threads prioritizes content that drives meaningful interactions—likes, replies, and shares—not unlike Instagram’s algorithm. Creators who spark conversations are more likely to appear on the For You feed, boosting visibility and engagement.

Interestingly, engagement rates on Threads peaked in November 2024, showing a slight (but expected) decline around the holiday. Despite this dip, Threads had a consistently higher engagement rate than X.

Now while X trails behind Threads in engagement rates, it provides a stable platform for concise, high-impact content.

Why does X still work?

• Trending topics and real-time relevance: X thrives on timeliness. Its algorithm favors content tied to current events or trending discussions, allowing creators to capitalize on the moment.
• Threaded stories and unique hooks: As the first platform to popularize threads, X still offers a space for longer narratives—when structured correctly. One viral X thread analyzed by Gaetano DiNardi showed the power of combining unique insights, personal stories, and a strong hook to engage audiences.

Some recommendations

Engage with your community on Threads

Threads has positioned itself as a platform for deeper engagement and meaningful interactions. This is reflected in its consistently higher median engagement rate compared to X.

To maximize your engagement on Threads:

• Post consistently: Regular posting increases your visibility. Experiment with 1-2 posts per day, as consistent activity is key to staying top-of-mind.
• Foster conversations: Engage your audience with open-ended questions, polls, and thought-provoking prompts. Example: Instead of simply posting, "How’s everyone’s Monday?", try, "What’s one thing you do every Monday to set yourself up for success? Let’s share tips!"
• Engage with comments: Replying thoughtfully to your audience drives more visibility and deepens relationships. A Buffer team member noted that replying to comments is just as important as posting fresh content.
• Experiment with tags: Use a community-style tag in your posts (you can only use one per post) to categorize your content and make it more discoverable in niche topics, similar to subreddits.

X/Twitter remains a contender for real-time updates

Users turn to X for trending updates, real-time discussions, and shareable snippets of information. To succeed on X:

• Master hooks: Use a strong first line to grab attention. For instance: "Why most brands fail at social media—and how you can avoid their mistakes."
• Focus on trending topics: Craft content around breaking news or viral discussions to stay relevant.
• Keep it concise: Prioritize posts that are quick to read and easy to engage with perform best.
• Leverage retweets: Engage with other accounts by replying or quote tweet trending content with your perspective. This amplifies your reach while showing your voice in relevant discussions.

Crossposting as a superpower

Engagement is just one piece of the puzzle when deciding where to focus your social media efforts.

Both Threads and X offer unique strengths that can help you reach your goals—but what if you didn’t have to choose just one?

Enter crossposting: a strategy that allows you to maximize your content’s reach and engagement by leveraging both platforms simultaneously.

Crossposting lets you:

• Extend your reach, ensuring audiences across platforms see your posts by sharing content on both Threads and X.
• Tailor content for highest impact, as each platform has unique strengths, and crossposting allows you to adapt your messaging for better engagement.
• Save time and effort, as with minor tweaks, you can repurpose a single piece of content for multiple platforms, reducing your content creation workload.

To succeed with crossposting, you must align your content with each platform's audience behaviors and strengths.

Buffer makes crossposting seamless by allowing you to schedule and adapt posts across platforms in one place. Start by creating a single piece of content, then modify it slightly to align with each platform’s tone and style.

Resources

For deeper insights into how to approach content on either platform, check out these articles:

• How to Use Threads: A Guide to Getting Started and Building a Following
• 6 Threads Content Ideas For Your Next Post (+Tips to Help You Draft It)
• 9 Ways to Grow Your Following on X/Twitter
• How I Went Viral on X (Formerly Twitter): An In-Depth Analysis