Threads vs. Twitter: Which Platform Is Better for Brands?

Ever since Meta's Threads emerged as the new, friendlier Twitter (sorry, Elon!) at the beginning of July, the internet has been set ablaze with the Threads vs. Twitter debate. While the dominating news on Twitter might be its recent name change to X, we’ll address it as Twitter until the name is updated across the platform.

As different online factions discuss the merits of both platforms, brands are left wondering which social media platform is better suited for them. They want to know which of the two offers better engagement, more creative freedom, authenticity, and more.

Some businesses that don't have active socials are even asking, "But what is Threads?" For the unversed, Threads is Instagram's text-based companion app that enables you to share your thoughts, pictures, and videos with your followers.

 

If you are just curious to know how Threads differs from Twitter and how you could use these two and other social media platforms to meet your goals, we have you covered.

So, let's answer all your conundrums related to the Threads vs. Twitter argument.

   

 

Threads vs. Twitter – a Comprehensive Comparison

Threads, the latest social media platform, appears to be heavily inspired by Twitter at first glance. The app has a similar structure and layout. However, if you do a deep dive into the features of these two apps, you will find some key differences between them.

Here's an overview of the similarities and differences between Threads and Twitter:

What Are the Similarities Between Threads and Twitter?

The Instagram-linked Threads app resembles Twitter in the following ways:

Text-Based Format

Twitter and Threads enable users to share text posts, including photos, videos, and GIFs.

User Interface

Both platforms offer a similar user interface as you get a text box to share your thoughts and use similar ways to share or re-tweet posts. Even the way to tag followers and friends on posts and comments is similar.

Character Limits

Both formats limit the number of characters you can post in one go. However, this limit varies as Twitter only allows you to tweet 280 characters in a single tweet, and Threads allows a limit of 500 characters.

Threads

Both Twitter and Threads allow users to create threads of conversations. The difference is that on Twitter, you can create a series of connected posts by responding to your original Tweet. Alternatively, Threads allows you to thread your messages together when posting a series of related posts.

Replies & Reactions

Both platforms allow users to reply and react to posts, offering multiple opportunities for engagement.

Following

Users can follow each other on both platforms, see what their followers have posted, and interact with those posts.

Content Shareability

Both platforms allow you to share your thoughts in the form of text, videos, and photos.

Security

If you want to hide certain words from your feed, you can use the mute feature on Twitter. Similarly, Threads allows you to hide comments and replies that contain a word you don't want to see.

These structural and other similarities between Threads and Twitter prompted Elon Musk, Twitter's notorious owner, to threaten legal action against Meta, Thread's parent company.

Twitter's lawyer sent a letter to Meta's CEO, Mark Zuckerberg, insinuating that Meta used Twitter's intellectual property and trade secrets to develop Threads.

 

What Are the Differences Between Threads and Twitter?

Here are the major differences between Threads and Twitter:

Account Creation

You cannot sign up on Threads unless your business already has an Instagram account. When setting up your Threads account, the app will ask you to select the Instagram account you want to sign up for.

So, your business will only have access to Instagram users on Threads, as anyone else cannot access the social media platform. Meanwhile, Twitter does not have any such underlying requirements. It's a standalone app where you can create an account directly.

Availability

Twitter was originally only a website when it launched 16 years ago. It was only after it gained popularity and people started using smartphones that the app was introduced on Android and iOS. Since then, it has enjoyed massive popularity partly due to its accessibility across all devices.

However, Threads is currently only accessible via an app you can download from Android or iOS stores. It offers a mobile-only experience; even the website directs the user to the app.

Given that Instagram was also originally launched as an app only and developed a web presence much later, Threads might follow down the same road.

 

Verification

You can enjoy the exclusivity of verified accounts on both Twitter and Threads. However, if you create a Twitter account for your business from scratch, you will have to pay a monthly price for the blue badge.

On the flip side, since Threads is connected to Instagram, your verified status from there carries over to your Threads account for no additional cost.

Character & Content Limits

For the longest time, Twitter stuck with its infamous 140 characters per tweet limit. However, the platform updated that to 280 characters and allows Twitter Blue subscribers to tweet up to 25,000 characters.

Threads have a character limit of 500 words for all accounts. If you have more to say, you can create threads of your thoughts on the app.

Moreover, Twitter only allows you to add four items to your post, but Threads allows up to 10 items. With the latter, you can be more creative when sharing your brand's content due to carousel posts.

Direct Messages

Besides tweeting and tagging people, Twitter allows you to slide into their DMs. Direct messages have been a popular feature on the platform as it allows you to interact with potential customers one-on-one in a private chat. You can also share links, images, videos, GIFs, and emojis as part of your message.

However, Threads does not have an in-app messaging feature for privately talking to your followers. If you wish to communicate with someone, you can do so in the comments section.   

Search & Virality

Twitter is renowned as the fastest medium for sharing news, regardless of how verified and true it is. It features a powerful search option that enables you to look up trending news, people, keywords, hashtags, usernames, and more.

In fact, Twitter's "Trending" feature remains its flagship feature because of the convenience and information it offers.

In contrast, Threads offers a limited search experience. It only lets you look up usernames and accounts. Although that might change soon, you cannot gauge when Meta may launch platform-wide search capabilities.

Twitter also relies on hashtags to increase a post's reach, while Threads counts on the post reactions when offering virality. The only way to know what's happening around you is to scroll through your feed and get information from the accounts you follow.

Feed

Currently, threads has a very basic feed. It shows all the trending posts in your region and the posts from users you follow. You cannot customize the feed to suit your needs. At best, Threads allows you to mute specific words and people, helping you declutter your feed.

Conversely, Twitter has two feed options, allowing you to customize the content you see on the platform. If you want to see content only from the accounts you follow, you can choose the following option.

The other feed is based on your user preferences. So, it will feature a mix of posts from the accounts you follow and content the app deems relevant to your preferences.

Advertisements

Currently, Threads is an ads-free platform, so you cannot promote your posts to reach users.

Conversely, Twitter relies heavily on ad revenue. So, your feed often ends up being full of ads and sponsored content. That said, Twitter Blue subscribers see relatively fewer ads.

You can also use the platform to post ads and create sponsored content with relevant hashtags for maximum reach.

Post Drafting

Twitter has a draft feature that lets you gather your thoughts while writing a post and keep it as a draft until you're ready to post it. Threads does not have such a feature.

Video Content & GIFs

While both platforms allow users to share videos, Twitter restricts the shared video time to 2 minutes and 20 seconds. Meanwhile, Threads allows you to upload videos that are up to 5 minutes.

Similarly, Twitter and Threads allow you to post GIFs. However, the latter requires you to save the GIF to your camera roll before posting it.

Account Deletion

This aspect of Threads has ruffled quite a few feathers because if you wish to delete your Threads account, you will also have to delete your Instagram account. It means joining Threads is an all-in deal, and you cannot just deactivate your Threads account without losing your presence on Instagram.

On the flip side, since Twitter is a standalone app, you can delete or deactivate your account whenever you want. If you want to delete your account, Twitter asks you to deactivate it. The platform deletes your account if you don't reactive it for 30 continuous days.

Is Threads Reliant on Instagram?

Threads is highly dependent on Instagram as its policies, user acquisition, log-in credentials, and more are all tied to Instagram. While it has allowed Threads to gain millions of active users in a short time, it limits its users to a closely-programmed ecosystem which can be frustrating if you want an out.

 

Do You Even Need Threads If You Already Have an Instagram Account for Your Brand?

If you are looking for more engagement and the opportunity to make new connections with your followers, Threads can help you do that. The platform relies on text-based communication, enabling you to form an immediate textual connection with prospective customers.

Your brand can engage in real-time conversations, comment on pressing industry matters and trending topics, and answer your customer's questions promptly. You can use the platform to expand your reach and show the world you care about what your customers say.

Moreover, since Instagram favors accounts with higher engagement, interacting with and responding to your followers will ensure your account receives further engagement, helping you build a loyal audience quickly.

Here are some more benefits of joining Threads:

• Established Following: You already have a following, as all your Instagram followers who are on Threads are part of your community. So, you will not have to start from scratch and can build on your established engagement.
• Early Bird Benefits: By joining the platform now, you can capture the attention of prospective customers and be one of the first brands in your niche to use the platform for better engagement. So, establish a solid brand presence and loyal following before other brands follow suit.
• Express Your Voice: If your goal of joining Threads is to establish your voice and build brand awareness, the platform is the right place to do so. Use text-based communication to create conversations with your followers, letting your voice and values shine.
• Seamless Policy Integration: An undeniable benefit of joining Threads is that you can seamlessly integrate the new platform into your Instagram strategy. You can use it for personalized customer service or as a medium for exclusive content that aligns with your overarching goals.

Does Threads Offer Better Engagement Than Twitter?

If we only consider preliminary data, Threads has the potential to be a more useful platform for brands compared to Twitter.

Even though Threads launched on July 5, it rapidly generated a huge user base. Zuckerberg even announced on the platform that Threads received 10 million signups in merely 7 hours.

However, despite becoming the fastest-growing online platform as it racked up 100 million signups within five weeks of launch, Threads' daily engagement is not what it was in the first week.

The mass exodus from Twitter boosted engagement on Threads, resulting in the platform having 44 million daily active users on July 7.

However, that number has dropped significantly; Threads now has 11 million daily active users, and their average time on the app is 2.9 minutes.

Meta executives have previously stated they expected a drop in Threads' usage. To counter this, they plan to drop new features weekly to keep the users engaged with the platform.

Conversely, Twitter has an estimated 200 million daily active users, and the approximate time spent on the platform daily is 30 minutes. So, it unquestionably has more users you can engage with as potential customers.

 

Threads vs. Twitter – Which Platform Is Better for Your Brand?

Threads and Twitter are social media platforms that can help you achieve different goals. Twitter offers a greater reach with a much larger audience. However, it can be quite noisy, making it difficult to stand out. It has also lost some value since Elon Musk took ownership of it.

Alternatively, Threads is a more intimate platform tied to Instagram. It gives you the opportunity to connect with your audience on a more impressionable level. That said, it doesn't offer the same reach as Twitter could to an established brand.

So, which platform should you favor in the Threads vs. Twitter debate?

The answer lies in understanding your goals and target audience. Are you trying to increase brand awareness, drive sales, or connect with your audience?

Consider Your Goal & the Content You Produce

If you want to expand your reach, Twitter will be a better fit for your business. However, if you aim to form deeper connections with your followers and generate leads, Threads might suit your needs.

Similarly, you need to assess if your values and overall targets align with what the platform offers and what its users expect from you. You must also consider the type of content your brand produces.

Threads is well-suited for more in-depth textual conversations, while Twitter works best with shorter, snappier messages and news-based pieces.

Recognize Your Target Audience & Their Preferred Platform

You must recognize your target audience and determine which platform they use the most. Consider their content preferences as well.

For instance, if your prospective customers prefer video content and photos, Threads might give you more room to be creative. If they prefer direct one-on-one communication and resonate with textual content, Twitter will work better.

Assess Your Social Media Strategy

Lastly, your social media strategy will help you choose between Threads and Twitter. If you already have an active Twitter account that receives great engagement and meets your goals, you might not need Threads.

Alternatively, if you get better engagement on Instagram, Threads might help you make your Instagram strategy more robust by combining the power of the two platforms to reach more customers and resonate with your target audience.

 

How Can You Improve Your Socials – 7 Tips for an Impactful Social Media Presence

Now that we have explored the Threads vs. Twitter debate, let's talk about how you can improve your brand's social media accounts to achieve your goals.

Whether you are joining Twitter, Threads, or any other social media platform or already have your brand's socials, here are 16 tips to help you build a commanding social media presence:

Set SMART Goals

Create SMART goals as part of your overarching social media strategy. It means that you should consider the following:

• Specific: Keep concrete objectives (views, shares, followers, etc.)
• Measurable: Consider key performance indicators to measure your success.
• Achievable: Keep realistic targets.
• Relevant: Do your KPIs successfully quantify engagement?
• Time-Bound: Set a fixed timeline to assess your success.

Create Audience Segments

Create recognizable audience segments to target based on the type of individuals who use different social media platforms. For instance, Twitter and Facebook are preferred by millennials and older individuals. However, TikTok, Threads, and Instagram cater to younger audiences.

Be Authentic & Human

If you want healthy engagement across all platforms, don't try to be someone you're not. Your brand should retain its distinct voice to maintain authenticity and resonate with your audience. Be approachable, honest, and helpful to garner brand loyalty.

Your goal must be to build relationships instead of building a greater following. Building a relationship is more than just selling yourself and your products or services. It's about active social listening and demonstrating real values and personalized attention to connect with your customers.

Use an Editorial Calendar

Create a social media content calendar to manage your content production and posting schedule. Keep track of your campaigns, themes, and goals to ensure you're meeting your audience's expectations.

Automate Your Processes

You can also use automation to schedule different posts and stories. It will help you deliver tailored content to your target audience across different time zones.

Use Visual Elements

Whether you're using Threads, Twitter, or any other social media platform, use visual aids like carousel images, animations, GIFs, and video content. Visual content grasps the eye and creates an instant point of interest. It will help you get your message across quickly.

Create the Right Buzz

Here are some steps you can take to generate the right buzz on your socials:

• Offer exclusive behind-the-scenes content, discounts, limited-time offers, or anything else your audience might be interested in.
• Participate in viral trends, especially reels on trending music, and use those hashtags to promote your brand.
• Stay active by posting regularly and experimenting with the times and frequency of your posts for gauging engagement.
• Use social media platform features like polls, AMAs, lives, stories, reels, etc., to stay in touch with your audience.
• Work with influencers with an edge in your industry and whose values and followers align with your brand and target audience.
• Experiment with a healthy combination of paid marketing and organic growth to build your brand. Use sponsored content, social ads, endorsements, and boosted posts to improve your reach.

 

Lastly, just remember that you cannot be afraid to experiment. Social media platforms are consistently evolving. What works today for great reach might not work today.

You have to be willing to think outside the box and expand your horizons for a holistic and healthy social media strategy. If you don't have the time or resources to manage your social media accounts, you can hire a social media management service to curate your online presence.

 

Content Development Pros – Your Social Media Management Experts

CDP offers comprehensive social media management to ensure your brand can stay relevant and ever-present in an era of fleeting trends.

We offer the following social media services:

• Twitter Tweets
• Instagram Content
• Facebook Posts
• LinkedIn Articles
• LinkedIn Profiles
• Social Media Presence

You can use our individual content production services for the aforementioned social media platforms to receive high-quality, authentic, branded content that meets your needs.

Alternatively, you can use our expertise for a robust social media presence with thorough research, strategy creation, regular posting, and more.