As Threads, Meta’s shiny new platform, goes head-to-head with the veteran X (formerly Twitter), brands are faced with a question: should you double down on both, or pick a side? Our white label digital marketing team takes a closer look.
Who’s on which platform?
Meta’s Threads was designed to integrate seamlessly with Instagram, leveraging its massive user base. Threads is favoured by younger audiences, particularly Millennials and Gen Z, who already engage heavily with Instagram. Its emphasis is on text-based sharing, but with a casual and community-first vibe.
X, known for its global reach, attracts a broad demographic, ranging from Gen Z to Boomers. However, it has a particularly strong foothold among professionals, journalists, and influencers who prioritise news updates, trending topics, and real-time engagement.
If your client’s target audience skews younger and is already active on Instagram, Threads may hold more promise. If you’re aiming to reach professionals or engage with global news cycles, X remains a strong contender. Knowing where your audience spends their time will guide your platform strategy.
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Where can you really connect?
Threads emphasise a conversational, low-pressure environment. With fewer ads and a less cluttered feed, it’s easier to have meaningful interactions. Brands can use this to build a community-focused presence, share behind-the-scenes updates, and foster loyalty through a personal tone.
X’s strength lies in its fast-paced nature and wide reach. It’s the go-to platform for real-time updates, thought leadership and industry discussions. While it can be harder to cut through the noise, it offers unparalleled potential for going viral.
Threads is ideal for deepening connections with an existing community, while X excels at driving awareness and participating in high-profile conversations.
Should you invest in both platforms?
Managing multiple platforms can stretch your resources and push up the price of your services. Unless you’re trying to reach two distinct audiences on Threads and X, focus on the platform where your client’s audience is most active. Keep an eye on performance metrics – if one platform consistently delivers higher engagement or leads, it might make sense to prioritise it over the other.
So, there you have it! Which platform is better suited to your client and their goals? X? Threads? A combination of both? If you’re still determining your client’s social media strategy and need help, our white label digital marketing team may be able to assist.
