Threads drives 73.6% more engagement than X

Hey there 👋

Yes, you read that right — Threads gets 73.6% more engagement than X!

Decentralized social is clearly having a moment, with platforms like Threads and Bluesky offering creators fresh opportunities to reach and connect with their audiences in new ways.

But what's driving this shift? And what does it mean for your social strategy? We've got the full breakdown in this week's deep dive, including insights you can put into practice right away.

Oh, and we didn't forget Bluesky — we're cooking up another piece comparing the butterfly with X, so keep an eye out for that in the coming weeks.

Let's get into it.

Have a lovely weekend, and we'll see you next Friday!

Warmly,

Tami & the Buffer team

💌 What's in this issue – 4.5 minute read

💻 The latest content on the blog
📰 Social media news and features to note
📅 8 content prompts to inspire your next post
🪂 Dive into the data Threads vs X engagement rates
🎬 Our latest YouTube video

👇 The latest from the blog

Discover the 7 best AI video generators on the market — tried and tested
Check out our list of 9 time-saving tools for creators in 2025
Get the complete guide to using Instagram Stories
Learn how to use TikTok for business

🪂 Deep dive

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

We examined over 10.2 million posts across Threads and X to help you decide where to focus your social media efforts.

Let's break down what we discovered!

The Big Picture: Threads Takes the Lead

Our data revealed something fascinating: Threads has leapt ahead in engagement! Here's what we found:

Threads: 6.25% median engagement rate
X: 3.6% median engagement rate

That's a whopping 73.6% higher engagement rate on Threads!

But before you rush to abandon X, let's understand why this matters and what it means for your strategy.

Why Threads is Winning the Engagement Game

There are several factors contributing to Threads' success:

Fresh territory: With 350 million active users, Threads is less saturated than X, making it easier for your content to stand out
Community-first approach: The platform rewards meaningful conversations and interactions
Engagement-focused algorithm: Similar to Instagram, content that sparks discussions gets more visibility

Why X Still Matters

Despite lower engagement rates, X offers unique advantages:

Real-time relevance for trending topics
Established platform for breaking news
Strong thread capabilities for storytelling
Larger user base for potential reach

The Power Move: Cross-Posting

Here's the secret sauce: you don't have to choose! Cross-posting allows you to:

Maximize reach across both platforms
Adapt content for each platform's unique strengths — hook your audience on X, spark engagement on Threads
Save time while maintaining your presence everywhere

And, of course, use Buffer to streamline your cross-posting strategy and easily adapt content for each platform while saving time!

Dive deeper

🤳 What's happening in social?

Instagram previews AI features in its Edits app
…and tests an option to rearrange your profile grid display
LinkedIn announced updates to its video feature
Threads adds the ability to share your custom feeds

📱Social tip of the week

We're on the fourth and final week of Creator Camp 🥳 with many folks still going strong with posting consistently.

Here are 8 days of content prompts to help you build deeper relationships by showcasing your personality, celebrating others, and sparking conversations.

"Why I love being part of [community/niche]": Share what makes your community or niche special to you, and why you're proud to be part of it.
"The most memorable compliment/review": Reflect on a time when someone's feedback or appreciation made a lasting impact, and share why it meant so much to you.
"A milestone I'm celebrating": Share a milestone (big or small) that you're proud of, and invite your audience to celebrate with you.
"How I support others in my community": Highlight how you show up for your community or help others in your field grow and thrive.
"What are you curious about?": Ask your audience what they're curious about in your niche, and turn your answers into content.
"The person/business I admire most in my [niche]": Shine a light on someone in your niche who inspires or influences you, and explain why they stand out.
"My vision for [community] growth": Share your ideas or goals for how you'd like to see your niche or community evolve in the future.
"My dream collaboration": Highlight a partnership you would love to do and how it will benefit you, the partner, and your audience. Don't be shy — tag them!

⌛ "We tripled our TikTok following with Buffer"

We pride ourselves on being an excellent tool for creators and business owners to grow on social media — and our users are more than happy to back us up.

Onlinemarketinges says, "On TikTok we went from 110k to 310k with Buffer!"

Want to skyrocket your growth? Get started with Buffer today!

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