Is Threads growing faster than X in 2026?

Yes, in terms of active user growth. Threads crossed 300 million monthly active users in early 2026 and continues growing rapidly thanks to Instagram integration. X's user base has been relatively stable at around 600 million monthly active users since 2024. Threads is growing from a smaller base but at a significantly faster rate.

Does Threads have better engagement than X?

For most creators, yes. Threads has lower competition for attention, which means similar content often gets 2 to 3 times more engagement on Threads than on X. This is partly because Threads has fewer creators posting consistently and partly because the algorithm favors conversational content that generates replies.

Can Threads replace X for startup marketing?

Not yet. X still has the larger professional audience, better search functionality, and a more mature feature set including Spaces, full analytics, and API access. Threads lacks DMs, has minimal analytics, and no advertising platform. Most startups should be on both rather than choosing one over the other.

What type of content works best on Threads?

Conversational, personality-driven content performs best on Threads. Hot takes, personal stories, questions that invite replies, and relatable observations about your industry. Threads rewards authenticity and engagement over polish. Content that feels like a natural conversation outperforms content that feels like a broadcast.

Threads vs X (Twitter): Complete Platform Comparison

Threads is Meta's text-first social platform that launched in July 2023 and has grown to over 300 million monthly active users by leveraging Instagram's existing user base. In comparison to X (formerly Twitter), which has 15 years of history and over 600 million monthly active users, Threads is the challenger - newer, faster-growing, and built with a fundamentally different philosophy about what text-based social media should be. For startups evaluating where to invest their text content efforts, understanding Threads' advantages and limitations relative to X is essential.

For a perspective starting from X's strengths, see our X vs Threads comparison. This page focuses on what Threads brings to the table and whether it deserves a dedicated place in your social media distribution strategy.

How Does Threads Compare to X?

Feature	Threads	X (Twitter)
Monthly active users	300+ million (growing)	600+ million (stable)
Launched	July 2023	2006
Max post length	500 characters	280 (free) / 25,000 (Premium)
Organic reach	High - less competition	Lower - saturated market
Content discovery	Algorithm + Instagram graph	Algorithm + search + trending
Search	Basic search	Full-text search + trending topics
DMs	No DMs	Full messaging
Analytics	Minimal built-in stats	Detailed analytics dashboard
API	Limited	Available (paid tiers)
Advertising	No ads platform yet	Full ad platform
Audio/Live	No equivalent	Spaces (live audio rooms)
Fediverse	ActivityPub integration underway	No fediverse support
Parent company	Meta (Instagram integration)	X Corp
Best for	Conversational reach, new audiences	Professional networking, real-time news

What Makes Threads Worth Using?

The Organic Reach Advantage

Threads' most compelling advantage is simple: your content reaches more people with less effort. The platform has fewer active creators posting consistently, which means each post faces less competition in the feed. Early data from creators active on both platforms shows that similar content regularly gets 2 to 3 times more engagement on Threads than on X.

This is not a permanent state. As more creators join Threads, competition will increase and organic reach will normalize. But right now, the window is open. Startups that establish a presence on Threads while organic reach is high are building audience equity that will compound as the platform matures.

Instagram Integration

Threads is directly connected to Instagram - your Instagram followers can follow you on Threads with a single tap. This structural advantage means you do not start from zero if you already have an Instagram presence. For startups that have invested in Instagram but want a text-based channel to complement their visual content, Threads provides immediate audience access.

This integration also means Threads benefits from Meta's infrastructure - content moderation, advertising technology (when ads launch), and cross-platform features that a standalone startup platform could not match.

Lower Barrier to Content Creation

Threads rewards casual, conversational content. You do not need polished graphics, carefully crafted threads, or hot takes designed for virality. A genuine question, a personal observation about your industry, or a quick insight from your work day can perform well. This lower production bar means startups can maintain a consistent presence without dedicated social media staff.

The Fediverse Connection

Threads is integrating with the ActivityPub protocol, the same standard that powers Mastodon and the broader fediverse. When fully implemented, Threads posts will be visible across federated platforms, and fediverse users can interact with Threads content. This is a strategic bet on open social networking that X has not matched.

For startups, fediverse integration means your Threads content could eventually reach audiences beyond Threads itself - a distribution advantage that no other major platform offers.

Where Does Threads Fall Short?

No direct messaging. You cannot privately engage with potential customers, partners, or collaborators through Threads. Every interaction is public. For startups where lead qualification happens through DMs, this is a significant limitation.

Minimal analytics. Threads provides basic view and engagement counts but nothing approaching X's analytics dashboard. You cannot track follower demographics, impression sources, or engagement trends over time. This makes it harder to optimize your strategy with data.

Limited search and discovery. Threads' search function is basic compared to X's full-text search, trending topics, and hashtag discovery. If someone searches for your startup name or product category, your Threads posts are harder to find than your X posts.

No professional context. Threads inherited Instagram's consumer-oriented user base. When someone engages with your post, you know little about their professional role, company, or purchasing authority. X provides more professional context through bios, linked websites, and the platform's overall professional culture.

No advertising platform yet. You cannot amplify your best-performing Threads content with paid distribution. When Threads introduces ads, early organic content creators will likely benefit from established engagement patterns - but for now, organic is the only option.

How Should Startups Approach Threads?

Start with a content test. Post conversational content on Threads 3-5 times per week for 30 days. Share insights from your work, ask your audience questions, and comment on industry trends. Measure engagement relative to your X posts. If Threads outperforms, increase your investment.

Do not cross-post directly. What works on X does not always work on Threads. X rewards sharp, opinionated, real-time content. Threads rewards conversational, relatable, personality-forward content. Adapt your voice for each platform rather than copying the same text to both.

Use Threads for relationship building. Without DMs or advertising, Threads is primarily a relationship-building tool. Use it to show personality, build familiarity, and engage with potential customers in a lower-pressure environment than X or LinkedIn.

Maintain your X presence. Threads is a complement to X, not a replacement. The professional audience, search functionality, and feature depth of X still make it essential for most startups. The winning strategy is using both - X for its established community and professional tools, Threads for its organic reach and growth trajectory.

At Conbersa, we view Threads and X as serving different layers of startup distribution. X is where you build professional credibility. Threads is where you build personal connection. Both matter, and startups with the bandwidth to maintain both will outperform those that pick just one.