When Threads by Meta first came on the market in July 2023, many users had to do a double-take. It looked just like platform X. In fact, in June 2023, X owner Elon Musk threatened legal action against Meta, claiming accusations of unlawfully using trade secrets and intellectual property. Yikes.
We’re not discounting the similarities between the platforms. However, from a marketing standpoint, publishers shouldn’t put X and Threads in the same basket. Although both apps are primarily text-based and have community-building goals, their dynamics and intentions differ. The platforms’ user bases are entirely different, which also comes across in the type of dominant content promoted on feeds.
It shouldn’t be one or the other if you’re still deciding whether to focus on X or Threads for marketing. This article will dissect the platforms’ similarities and differences, so publishers know how to show up powerfully in each space. Let’s get started.
Similarities between X and Threads
When initially comparing X and Threads, the similarities are hard to miss. Here are a few to start with.
Easy-to-use interface
Both platforms have intuitive interfaces that are easy to use and navigate. They look pretty similar, allowing comments and interactions with posts. Users in both spaces have a feed, although the algorithms for distributing content are different. X curates its content specifically for users, while Threads displays information chronologically.
Community-based goals
The primary goal of both X and Threads is to provide a space for online communities to grow. These spaces are more text-based than others, allowing users to share small bits to spark debate and conversations. Both also encourage the exchange of thoughts and ideas, offering channels for a wide variety of niches to explore.
Multi-media options
While the primary goal of X and Threads is to provide a text-heavy space, both platforms have features allowing users to include multi-media posts. Users can include photos, memes, videos, and text to vary their page content depending on their audience’s preferences.
Basic platform differences
First, let’s examine some fundamental differences publishers should notice when using X and Threads. Knowing these differences will help avoid errors when creating content and allow you to better repurpose your content in both spaces.
- Character limits. X (280 characters) Threads (500 characters)
- Privacy. X is public, with content available to your followers through the search function and hashtag usage. Threads are only public to the users who follow you on the app unless you cross-post on apps like Facebook and Instagram.
- Live functionality. X allows users to go live. Threads does not have live capabilities at this time.
- Threaded conversations. Despite the name, Threads does NOT offer threaded conversations like X.
- Platform pace. X is fast-moving and ever-changing. Threads is a little slower and more intimate.
- Direct messaging. Threads does not currently allow direct messaging like X.
- Hashtags. Threads only allows one ‘hashtag,’ but it’s posted as bold text without the symbol. As we know, X, formerly Twitter, originated the hashtag trend.
Major differences between X and Threads
Now, let’s get into the fundamental differences regarding X vs Threads. Both have different purposes and missions that publishers should consider when targeting audiences in these spaces. Each platform will serve a different purpose in your marketing strategy that you must keep in mind to leverage.
Functionality
X developed as a news-based platform, so it thrives in the areas of real-time updates, discussions, breaking news, and trending stories. This is the platform you go to when you want to know what’s going on in the world and for the inside scoop on updated information. For publishers, this is a platform you want to be on, and we talk more about using X as a news hub to leverage this.
Threads is still a newer platform, but it’s not leaning in the same direction at X. Users here seem to desire a more personal and intimate space for sharing interests, stories, and thoughts. Live debates are popular in this space but on a smaller scale than X.
Cross-platform integration
Publishers need to know that Threads is a Meta platform. It was built to integrate seamlessly with Instagram and Facebook. This means content can be cross-posted, easily shared, and repurposed almost as is. It’s a great platform for getting the most out of your content if you’re already in the other Meta spaces.
X is not integrated with any other platforms. If you want to share from this space, you can do so through direct messages, Snapchat, WhatsApp, or a link URL. The upside is that this makes X a standalone platform, while Threads is heavily dependent on Instagram and is susceptible to issues experienced with its parent app.
Income potential
X is the premier platform for revenue-based posts. It offers a suite of features for publishers and brands to generate income while building a following. Some of these features include live videos, audio spaces, polls, subscriptions, and ad capabilities.
While Threads could potentially have more income-based features, it’s not currently set up that way. Your goal here is to connect deeper with a smaller audience.
Engagement and audience
The potential for engagement on both platforms is there, so in the X vs. Threads comparison, there isn’t really a winner. However, your audience on X will not be the same audience on Threads, so you can’t engage in exactly the same way.
X is going to be your place to find a loyal following. These users are dedicated to what they love and are passionate about. Even through all the bumpy transitions during Twitter’s transformation to X, these users are established in this space. They are experts in sharing information in bite-sized formats to inspire community and conversation.
Threads engagement is going to revolve around in-depth conversations. Its close integration with Instagram brings an entirely different demographic to the fold. These are detail-oriented storytellers. There are no ads to distract users; they can completely immerse themselves in content alone.
Search capability
Threads has a bit of catching up to do when it comes to discoverability. On X, users can easily search for content related to current news by using keywords, trending topics, hashtags, usernames, and more. There’s also an Explore Page where users can find your content.
The lack of search capability and hashtags on Threads can be problematic for publishers targeting specific audiences. However, this feature also maintains the space’s intimacy. Users are advised to connect to the Threads pages of the Instagram accounts they already follow, creating a strong sense of community between the apps.
User experience
Even though X has kept up with the times, it was still based on an old social platform. Twitter was created when mobile apps weren’t quite a thing yet. It has advanced desktop features that many users still enjoy using. This detail alone will change the way you present your content and center your focus on demographics that are more likely to use desktop social media than mobile.
Threads is a mobile-first app. Meta has just begun rolling out a desktop version of the platform, but it still looks like it would be better viewed vertically. Your content in this space should be geared towards mobile users and in formats that look best in vertical views.
Reachability
Publishers focusing on international and global news will find limitations with Threads as it’s currently unavailable in E.U. countries. Users here can read about Threads, but they can’t (legally) use the app as they can use X.
Threads and X are both social media platforms worth exploring. They offer a multitude of opportunities to reach your audiences, but they aren’t similar enough to choose one over the other. Each has its unique features and goals when supporting its users. Publishers need to know the difference when creating content to leverage these opportunities in both spaces.
Do you need more guidance on the X vs. Threads debate? Contact us for more help or request a demo to see how True Anthem can support you more on these platforms.
