Threads vs. X - Competition in the Social Media Sphere — Claire McKinney Public Relations, LLC

With the complete rebranding of Twitter, now known as X, it’s a ripe time for some competition in the social media sphere. Meta has eagerly jumped at the opportunity and created Threads in hopes that previous Twitter users will migrate over to their new platform. Though both platforms look similar on the surface, there are some key differences with Threads vs. X.

The most notable difference is that Threads is linked to your Instagram account. You log in using your Instagram, and any Instagram followers will be notified when you make a Threads account. However, this also means that once you make a Threads account, it can’t be deleted without also deleting your Instagram account. Unlike Twitter, Threads is intended for longer discussions. The character limit of the initial post is 500 as opposed to Twitter’s 280, and posts can be linked together as threads, hence the name. This means you have to think things through before posting on Threads to make sure the narrative is cohesive.

Interestingly, Twitter and Threads share a similar gender distribution. According to this article, 70% of Twitter users are male. Another article states that 68% of Threads users are male. Threads’ demographics is unexpected because Instagram and Facebook are used primarily by women. Potentially, the style of content appeals more to men and thus more male Instagram users are joining Threads.

Inactive Users

Unfortunately for Threads, despite the high user count, not all of them are active. The app’s use peaked on July 7th at the time of writing at only 45% of Twitter’s daily use. This is due to a combination of factors.

First of all, Twitter users don’t want to lose the followings they’ve amassed over the years. It can be discouraging to have to build yourself up from nothing, so people are reluctant to switch platforms.

Secondly, Threads doesn’t have the activity of Twitter. There’s less happening on Threads because people aren’t as active on it. That makes scrolling through the activity feed less appealing because there’s less content to see.

Lastly, Threads just isn’t complete yet. Meta has been planning to release Threads for a while, but recent backlash against Musk and Twitter’s rebranding is likely why it has been released at this point. It doesn’t have all of the expected features of an app of its type just yet. There’s no direct messaging, no search function, no hashtags, and no access to trending topics. It feels more like an open beta than a completed app.

Potential

Threads does have a lot of potential, but it currently isn’t in a state worth investing in. When more features are released and its active user base grows, it certainly has a chance to overcome Twitter. For now, it’s good to keep an eye on it as it progresses.