• by Colin Kirkland , February 6, 2025

Less than two years since its launch, Threads is attracting more users, more advertisers and driving higher engagement than its main competitor, X, according to a new report by Buffer.

In its analysis of 10.2 million posts published to X and Threads in 2024, Buffer examined median engagement rates (dividing the total number of interactions by the total reach or impression of a post) and trends over time (the fluctuation of engagement rates month-to-month), and found that Threads is driving 73.6% more engagement than X.

According to Buffer, Threads posts achieved a median engagement rate of 6.25%, while X posts scored a median engagement rate of 3.6%, highlighting Threads' potential to be a leading platform for creators and brands seeking to maximize interactions per post.

In other words, the report finds that Threads users are engaging with content at a much higher rate than X users are, laying the groundwork for marketers once Threads begins to roll out ads on the platform.

While X-owner Elon Musk continues to invest in building out the platform's base of paying subscribers, Threads has been accumulating new users, with up to 320 million monthly active users, according to Meta's Q4 report, and adding over 1 million sign-ups per day.

As the Meta-owned platform inches closer to X's base of 570 million active users, the platform is readying itself for advertisers and monetization. And according to a recent survey by Sprout Social, 53% of marketers are now posting to Threads, with an addition 23% looking to establish a presence on the platform in 2025.

Recently, Instagram head Adam Mosseri said that three out of four users on Threads follow at least one business while Meta CEO Mark Zuckerberg is confident that Threads will soon become the next billion-user app.